Pre-empting Objections - Sales Training Tips
The best time to dig your well is before you need the water. The best time to handle highly-anticipated objections is before they are verbalized. Here’s why, based on the Principle of Congruency . . . customers will be consistent with their beliefs, values, and commitments. Once they take a stand on why they cannot or should not buy from you . . . there is pressure to bring the belief into action.
If you anticipate a high probability that a specific objection will be raised, YOU should raise the objection BEFORE the customer does. When YOU, unsolicited, confess a potential weakness, we tend to think of YOU as having a high level of integrity. When YOU are the one that tables the weakness, YOU are better positioned to recast it as a potential strength.
It sounds something like this – “if I were you, I would be thinking while that sounds great, what if I don’t like the way it turns out?” By YOU raising the objections you don’t force the customer to take an emotional stand against YOU. It also validates their concern which makes them feel better about YOU.
When you recast the potential strength of the objection, you need to prove it. The best technique for proof is Third-Party Validation. If others have experienced success with you, it takes the risk from the one considering doing the same. The more similar the person is to the one whose problem was solved the more likely they are to proceed.