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Breaking the Sales Barrier: How to Overcome Objections and Close More Deals

Larry Reed

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Published in National Underwriter Sales Essentials (Property Casualty): Breaking The Sales Barrier

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In the competitive world of sales, closing deals can be challenging. Salespeople often face objections and resistance from potential customers, which can hinder their progress and prevent them from achieving their sales targets. Overcoming these objections and breaking the sales barrier is crucial for success in sales.

National Underwriter Sales Essentials (Property & Casualty): Breaking the Sales Barrier

5 out of 5

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Understanding Objections

Objections are a natural part of the sales process. They arise when a potential customer has concerns or hesitations about purchasing a product or service. These objections can be related to various factors such as price, features, competition, or perceived value.

It's important for salespeople to recognize objections as opportunities rather than obstacles. By actively listening to and understanding the customer's objections, salespeople can address them effectively and move the sales process forward.

Types of Objections

There are different types of objections that salespeople may encounter, including:

Genuine Objections: These are valid concerns or issues that the customer has about the product or service. They may relate to price, functionality, or suitability.
Stalling Objections: These objections are used by customers to delay making a decision or avoid further discussion. They may be used as a way to buy time or gather more information.
Hidden Objections: These objections are not explicitly stated by the customer but may be underlying concerns or reasons for hesitation.

Overcoming Objections

To overcome objections effectively, salespeople should follow these steps:

1. Active Listening

Listen attentively to the customer's objections without interrupting. Show empathy and understanding by acknowledging their concerns and restating them in your own words.

2. Questioning

Ask open-ended questions to explore the customer's objections in more detail. This will help you understand the underlying reasons behind their concerns and tailor your responses accordingly.

3. Reframing

Rephrase the objection in a positive or neutral way to reduce resistance. Instead of focusing on the problem, highlight the benefits or solutions that address the customer's concerns.

4. Counterargument

Provide well-informed counterarguments to address the customer's objections. Use data, testimonials, or case studies to support your claims and demonstrate the value of your offer.

5. Concessions

If appropriate, consider making concessions or offering alternatives that address the customer's concerns. This shows flexibility and willingness to negotiate without compromising the overall value of your offer.

Closing Techniques

Once objections have been overcome, it's time to close the deal and secure the sale. Here are some effective closing techniques:

1. Assumptive Close

Assume the sale is already closed by using phrases like "When you receive the product" or "Once you start using the service." This creates a sense of urgency and prompts the customer to take action.

2. Benefit Summary Close

Summarize the key benefits of the product or service and how they align with the customer's needs. This reminds the customer of the value they will receive by making a purchase.

3. Choice Close

Present the customer with a limited number of choices, such as payment options or delivery dates. This simplifies the decision-making process and makes it easier for the customer to commit to a purchase.

Building Rapport and Trust

Building rapport with potential customers is essential for breaking the sales barrier. By establishing trust and a strong relationship, salespeople can create a more positive and collaborative atmosphere.

To build rapport, salespeople should:

Be genuine and authentic
Listen actively to the customer's needs
Provide value and insights without being pushy
Be transparent and honest
Follow up regularly and stay in touch

Breaking the sales barrier requires a combination of effective objection handling techniques, closing strategies, and relationship-building skills. By understanding objections, actively listening to customers, and addressing their concerns in a professional and persuasive manner, salespeople can increase their closing rate and achieve greater success in sales.

Remember, sales is a process of building relationships, providing value, and helping customers make informed decisions. By embracing a customer-centric approach and focusing on delivering a positive experience, salespeople can break through objections and close more deals.

National Underwriter Sales Essentials (Property & Casualty): Breaking the Sales Barrier

5 out of 5