PREPARE TO WORK THROUGH OBJECTIONS

Preparing for possible objections increases your probability of working through them effectively during the conversation. The Quick Prep Tool, Figure 12–1 in Chapter 12, guides you through the entire conversation, including preparation for possible objections that might surface in a specific conversation.

To prepare for objections:

1. Identify probable objections or questions that might be raised in this specific conversation.
2. Write open-ended clarifying questions you can ask if a concern or question is raised.
3. Identify additional Investigate questions you might ask during the Investigation to discover and discuss information before it becomes an objection or obstacle in the Facilitate step.
4. Prepare proof or validation materials to be incorporated into your conversation to eliminate the objection before it surfaces or when working through a stated objection.

Preparation (the habit you will grow to love when you consistently do it) helps you to remain collaborative at the right moment in the conversation and sales process.

Preparing for possible objections worked for an international seller who had been moving through WIIFT with a buyer for months. As he prepared for the Facilitate step and his demo on the prototype, he identified the possible objections the buyer might have and how he would respond.

During the demo, the buyer raised one of the expected objections and the seller was able to calmly Stop, Drop, and Roll. He paused, acknowledged that he understood what the buyer said, asked for clarity on specific points, and then answered with a request for help in identifying ideas on how to address the objection.

The buyer sent the seller a note the following day with several ideas that he and his team had brainstormed. The buyer’s solution to his own objection resolved it and the sale moved forward.

In addition to preparing for specific conversations, you can prepare for the most common objections or questions raised in your sales conversations. Each time you hear an objection, make note of it. Then:

• Research information such as proof points, examples of alternatives, pricing options, and policies that may help you work through the objection in different situations and with different buyers.

• Talk with others in your company or industry who may hear the same objections. Ask them how they work through it. Ask them for information on the types of proof they use and resolutions they have found work well. This information may save you time and effort.

For example, if the objection is cost, research how those costs were determined—it’s rarely an arbitrary number someone in Finance decided to stick on the product. Then use case studies, past experiences from other buyers, and research within the industry to identify the value the solution has brought to others. When you hear the cost objection, you will be able to Stop, Drop, and Roll by asking the right clarifying questions and providing supporting data to work through the objection or question on cost.

Building your knowledge for common objections allows you to be a better problem resolver the next time you hear that specific objection.