The True Test of a Sales Professional

author-img Nick Kane
June 5, 2013
Sales Coaching, Sales Consulting, Sales Culture, Soft Skills

Some people insist that the true test of a sales professional is their ability to effectively handle and overcome objections…and we couldn’t agree more.

Let’s face it: in the occupation of selling, objections are a part of the game. And while they may slow you down, they should not derail your efforts altogether. In fact, most objections can be addressed and ultimately resolved, therefore strengthening your position as a “trusted advisor” – one who will find a way to get to the root cause of the concern.

So, what is the secret to overcoming objections and improving your closing ratio? Let us share a few valuable research-based strategies for identifying, handling and conquering objections, while maintaining the highest level of professionalism.

Ask Smart Questions

Let us assure you that the secret lies in your ability to ask the right questions. Why? Simply put, a high-performing sales professional, who asks smart, specific and open-ended questions, is in control. And being in control is the key to effectively handling objections. In fact, the questions you ask can make all the difference in the world. They not only set the tone for a solid professional relationship but also reveal your competency level and your knowledge of the prospect, their business and not to mention your vested interest in their well-being.

Keep the Client’s Ego Intact – Demonstrate Empathy

Before you start tackling tough questions, find middle ground with your prospect and let them you know you understand where they are coming from. That’s one of the best ways to cushion your answer and assure the buyer that you understand how they feel. If you attempt to argue or dismiss their remarks, you may ruin your chances of advancing the sales process and ultimately not be viewed as a trusted advisor.

Consider Price Just Another Buying Criteria

When it comes to sales, price objections are very common. And because of the nature of this type of objection and the fact that at times, this may affect the customer directly, defensiveness can be further raised in these situations. However, it’s important to consider price nothing more than another buying criteria. When identifying needs, gaining a full-range of understanding of how the client is prioritizing their needs can be greatly useful in these situations.

Alter Your Mindset

If you often get discouraged by objections, it’s time to change your reaction to the word “no” or “not now” in selling situations. Your attitude may very well determine the outcome of your efforts. We recommend that you start thinking of every objection as valuable feedback, rather than a stopping block. With every “no” try to figure out how you can change direction and get to the root cause. Most important, don’t take it personally.

Whatever business you are in, the key is to prepare yourself to learn about the customer’s concern and offer solutions to mitigate their concern with the end result; longer-lasting customer relationships, more closed opportunities and more customers viewing you as a trusted advisor.

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