When you hear the word “objection,” do you think of lawyers jumping out of their seats on television? When they do so, they’re effectively stopping the forward movement of a trial. They’re breaking the train of thought on which the other attorney may be leading the jury. It’s an interruption.
In selling, however, objections shouldn’t be considered interruptions. They should be considered a normal part of the process. So, in order to break that old mindset you have, first stop calling them “objections.” Instead, view them as “concerns.” A concern is something that needs to be addressed along the path toward a closed transaction. It may be a fork in the path, but it’s definitely not a stop sign.
It’s human nature to object, hesitate, stall, or procrastinate when making decisions that impact our money. We have to feel absolutely confident that what we are buying will give us all the benefits we want, or that the location of our money and how we’re managing it is wise. We have to be comfortable with the value we are receiving for our hard-earned dollars. I know that’s true for me, so why should I expect my clients to be any different?
When you expect to hear concerns instead of fearing them, you will begin to grow a more successful practice. Learn to listen for them, to anticipate their arrival, and you’ll be amazed to learn that you are hearing basically the same three or four concerns in nearly every situation. That’s when you can begin doing some serious analysis. Spend a few hours thinking about each of those concerns. Why are your prospects saying these things, and what can you do or say to help them get past these points comfortably?
First, begin by putting yourself in their positions, and you’ll discover that most prospects object out of fear. They’re afraid to make a commitment with their money, that the product won’t live up to their expectations, that you are a “take-the-money-and-run” agent who they’ll never be able to reach again when they have questions or problems – the list can go on and on.