Addressing and overcoming objections
The majority of salespeople are proficient at understanding and adhering to the steps of a sale—until they finally ask for the sale and receive objections. When a prospect says, “We need to think about it,” they are not objecting to the sale. In reality, it is simply a stall tactic used to avoid making a final purchase decision. If the steps of the sale were followed and a good rapport with the customer was established, a true objection will be more tangible and specific at this point in the sale.
In using this stall tactic, the prospect may be hiding the real reason they do not wish to proceed with the sale, for fear it may be addressed. These reasons can be varied; it is up to a salesperson to find out what the true objection is and why it has arisen. Here are some common causes for objection and tips on how to address them.
Lack of trust
Establishing the prospect’s trust—in yourself, your store and your products—is vital. Put simply, a lack of trust can easily translate into a lost sale. Consider the message your image sends to prospects about the quality of your product, followup and customer service. If a prospect feels uncomfortable with you or your store, they will likely conduct their business elsewhere. Conversely, trust and credibility can be established immediately with a professional looking staff and stunning showroom.
For example, imagine you are an affluent prospect considering the purchase of a $200,000 sports car. You walk into the dealership and are greeted by a salesperson with an untamed beard and messy hair, wearing wrinkled jeans and a rumpled shirt. The salesperson presents you with your dream car—the custom paint job is covered in mud, the dashboard is dusty, the windows are hazy and the seats are stained. Beneath all of this filth is an amazing machine, but you cannot see past the dirt and grime. As a prospect looking at this car, what would your first impression be? How much trust would you have in the salesperson, their products and their store?
Think of your hot tubs and showroom as that fine automobile. Is your store clean and presentable? Are your floors vacuumed, windows clear and sales counters free from debris? Are the bathrooms cleaned daily? Are your display hot tubs immaculate and operating properly, with clean, sanitized water free from any strong chemical odours? Is your signage fresh, crisp and clean? Did you put your best foot forward in your physical presentation by looking and acting like a professional?
Even the smallest details require attention. A storeowner in British Columbia approached me a few years ago looking to improve her sales presentation. She was a lovely young lady; every time I met her, she was dressed immaculately and carried herself with class and grace. She told me one of her biggest challenges was getting people to sit in the dry hot tub to try it out.
I explained some techniques that worked for me in the past, and suggested she lead by example by getting into the hot tub first. When I suggested we both get into one of her hot tubs and continue our discussion, she looked at me with a squinted brow and said, “Marco, you want me to get in the hot tub? It’s dusty and I’m wearing black.” At that moment, the problem was clear.
To avoid problems like these, take 30 minutes to look at your store with a critical eye. Does it look like a professional establishment where people will want to spend thousands of dollars? Even a small retail store, which might not have the budget to make many major improvements, can enhance the look of their showroom. A mere 20 minutes a day spent cleaning display hot tubs and other items in the showroom can make a big difference.
No perceived urgency
In some cases, your prospect may not have a need or may not acknowledge a need you have created. Since they don’t acknowledge it, they feel no urgency to do anything to address it. The urgency to own a hot tub may not be at the top of your prospect’s list, as they will have other things that may take precedence. How many times have you heard, “I have been thinking about it for years?”
This type of prospect is frustrating because you may get complete agreement on many issues, including his or her desire to own a hot tub, but the timing is never right. It is up to you to build their urgency.
