This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.
One of the most misunderstood parts of the sales process is objections. Those of you who are not natural salespeople hate objections; you see them as road blocks to getting the sale. I’m here to ask you to see them differently. If they tell you what they want, you give them a price, and you make the sale without them presenting any objections… you didn’t make a sale, you took an order. There was no selling involved. This is what happens in most retail stores these days: you go and pick out what you want and pay for it at the register. There may be a bit of merchandising to get you to find the items that they want you to buy, but unless someone helped you buy something other than what you came in looking for, there was no selling involved. For reference, see my top down selling webinar for ideas on how to increase your average sale.
Objections are buying signals and opportunities
If you go through your sales pitch and give them the price, and they ask “what if…” or “but…” – that’s when the selling starts. Sales objections are buying signals and opportunities. If they weren’t interested, they wouldn’t bother asking the question, or voice the objection. When they say “what if….” or “but…” they’re really saying, “I’ll be closer to buying if you answer this well.” It’s really just a mindset shift to see these as opportunities. If they weren’t interested, you never would have gotten the inquiry or the appointment. If they aren’t still interested they would either stop replying or leave the appointment.
Even price objections are buying signals. They’re signaling that if you can show them the value, or another option, they might buy. Again, if they weren’t interested at all, the sales process would just stop. But it isn’t stopping – they’re hanging in there with you. I’m not saying you need to lower your price to get the sale. I’ve done many webinars and live presentations about value, so please don’t lower your price without getting something of value back in return.
Agree when they disagree
One of the best ways to diffuse an objection is to agree with them. If you’ve tried to close the sale and they say, “We want to go home and think about it”, you can say, “Of course you do. I wouldn’t expect you to make such an important decision at our first meeting.” However, if you hear “You’ve given us so much to think about, we need to go home and process it”, and that’s why you don’t close many sales on the first appointment… that’s your fault, not theirs. Your job is to help them reduce the choices down to only the most appropriate, not confuse them with everything you offer. No one needs everything you offer, so listen first, then pitch them.