Selling strategies: how to creatively handle a buyer’s objections
By Anna Townshend

Almost every customer will resist at some point during the sales process. A master salesperson not only expects resistance, but he’s well prepared to analyze the objections and creatively handle them with an appropriate rebuttal.

Many customers are very specific in stating their objections or negative thoughts, but others may be more elusive. It is the salesperson’s job to identify why a customer is objecting or resisting a sale so that he can change the consumer’s mind.

Here are some practical tips on recognizing the sources of a customer’s objections and different methods for refuting them.

The sources of customer objections
Customer objections generally stem from the following three main sources: lethargy, fear, and ignorance. The following list of common objections will help you identify the source of their objection, so you can properly refute it.

• ‘I’d like to look around a bit more’ or ‘I’ll think about it’—The lethargic objector is often too hesitant to make a decision and wants you to do it for him.

• ‘What will my spouse say?’ or ‘What if I can’t keep up with my payments?’—This is a definitive signal from a fearful objector, and it’s one that all dealers must handle in today’s turbulent economic times. When faced with a decision, the fearful objector is afraid that he will make the wrong one.

• ‘It’s too big a boat for my need’ or ‘I’m not sure I could handle this type of rig’—This customer is really asking a question. The person doesn’t know all the facts and can’t proceed forward unless the salesperson communicates all the information that he needs to make a buying decision.

Different methods to combat sales resistance
There is no one “best” way to handle all the objections one may encounter on a specific sale. It depends on the circumstances and the salesperson’s knowledge of the customer and why he’s being indecisive. Salespersons should use their intangible knack for reading people to determine the customer’s specific objection.

Here are some basic maneuvers to resist common customer objections:

• Ignore It. When you get a lethargic objection early in your sales pitch, you can usually continue by merely acknowledging the objection with a calm , ‘Yes, but…'

• Postpone It. A customer may bring up a point of resistance that you plan to touch on later in the sales process. You can merely say, ‘I’ll get to that in a minute, but first let me show you….’ and go right back to your presentation.

• Agree with it. Often a customer’s objection may remind you of a forgotten feature. Agree with the customer first and transition into what you forgot. ‘You’re right. The boat could sink if it didn’t have a floatation system. That’s one of the big selling points of this boat. You see…’

• Answer It. When a customer objects because he’s ignorant of the product feature, it’s easy to correct him with the facts. ‘I’m glad you brought that up. This boat is equipped with…’

• Isolate It. When a customer is obviously distracted by negative thoughts, it’s best to isolate his objection and address it specifically. ‘You seem to be saying that the only thing standing in the way of your buying is your fear of storage facilities. Is that right?’

• Minimize It. Sometimes the best way to deal with resistance is to make it seem small or petty, so the customer won’t bring it up again. ‘That used to be the case years ago, but I haven’t heard of that happening since I’ve been in the business here for 10 years.’

• Question It. Clever customers may try to challenge you with their knowledge by using objections to stall. If the prospect thinks he has you stumped, turn the tables and question him. ‘Why do you say that?’ He may get so confused trying to explain or recant it that he’ll either answer it himself or fizzle out.

Combating price resistance
Price resistance is the one form of resistance that can stem from all three sources. In discussing price with customers, follow these general rules:

• Don’t bring price into the conversation until the customer does.
• Avoid discussing it if you can, but if you must, never apologize for it.
• Try to quote price by the month.
• Talk about price in terms of an investment for the buyer’s benefit.

If price enters the conversation early on, make sure it’s not a signal that you haven’t done your job properly. You can often prevent the price objection from arising by talking in terms of value – what the prospect is getting, instead of what he’s paying. When a customer buys a product, he’s also buying the intangibles – satisfaction, assurance, service, convenience, and reliability, just to name a few.

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Anna Townshend is assistant editor at Boat & Motor Dealer. She can be reached by phone at 847/647-2900, ext. 1308 or via e-mail: atownshend@boatmotordealer.com.