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Management And Training

Sales Objections

February 01, 2011
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While many of us think of objections as rejections, they can be used to our advantage in the selling process when we actively seek them out.

Objections can be a great thing in the selling process.

The objection gives us a glimpse into the mind of the prospect and allows us to see into the future of the possible relationship.

The objection can be as telling for the sales professional as the answer to the objection can be telling to the prospect.

Let''s take some examples.

The Price Is Too High

When reaching the end of a great selling sequence, our prospect digs deep into their bag of tricks and offers up this gem: "Your price is too high."

But, are they really objecting about the actual cost or is it a negotiating strategy?

One great way to find out is to ask a simple question in response to the "high price objection."

Simply ask, "Compared to what?"

Our comeback question will give the prospect a moment to pause and really think about the root cause of their question.

The prospect will need to confirm with themselves if the price is an issue or if it the only question they know to ask.

Perhaps they had an agenda for getting numerous bids to keep their own contractor from a price increase or perhaps they are just shopping for a low price.

Let''s look at each of these reasoning questions separately to dissect them in our minds.

Is Price Really The Issue?

Maybe our prospect has legitimate causes for needing a low price from a maintenance vendor.

We all hear the cries of budget slashing, labor strife and unmotivated staff; however, when you ask the "compared to what?" comeback, they must then think about why they are asking about a lower price.

This opens up a potential dialogue to discuss previous vendors and how our presentation compares to a company they are not allowing to continue servicing their needs.

Surely, a company that can provide better, more communicative staffing and processes complementary to the building should cost more because of the added value such a company brings to the building.

If they are keeping their current vendor "honest," they will give you an audience but will not really hear your version of what needs to be in your current cleaning protocol for their building to be professionally maintained.

Use probing questions to bring out their true motives, such as: "What about your current vendor is not making you completely happy?"

If the company is just a price shopper, someone out beating the bushes for a low price who is content finding new vendors every year, they will usually tell you.

They feel compelled to switch whenever another contractor brings in a lower price point.

This type of company may believe that maintenance of their building is completely the same regardless of the contractor.

They believe maintenance is a commodity that has no inherent value and that each contractor is exactly the same; the only differentiator is the price.

We need to use our sales script to ask additional questions about the customers themselves.

When confronted with this customer type, switch the interview around and begin asking leading questions as if the customer may not fit your company''s requirements for service.

Continual switching of vendors may tell you more about the company''s commitment to actual maintenance and you may not find a good relationship with this prospect.


If you are looking for different ideas to foster better relationships with customers, contact Dane Gregory, a business consultant and trainer specializing in working with companies in the professional cleaning industry. He currently trains technicians in the use of cleaning protocols for stone, tile and masonry surfaces for the Institute of Inspection, Cleaning and Restoration Certification (IICRC) certification. He also presents a consulting program for industry veterans, as well as newcomers, in the cleaning industry to help their companies reach the next level of success. He can be contacted at dane.gregory@charter.net.

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