Sales Objections – “Compared to what?”

 As I’ve mentioned before sales objections are an integral part of the sales process because no product or service is a perfect fit.

 Even those sales people who tell you they never get objections will tell you they ask a lot of questions and have a long discussion with the prospect to define their needs and determine if the product is a match for them.

 Now the issues discussed during that questioning process are objections, these sales people just don’t call them objections because they were not accompanied by a “No” following a request to buy. But make no mistake, we are talking about the same thoughts in the mind of our prospect and these thoughts are a barrier to them ordering.

 Often a prospect will say, 

“Your product is too…”

Maybe it’s “too big” or “too slow” or “too expensive” or “too old” or “too complicated”

 A good response to this sort of sales objection is,

“Compared to what?”

 You see whenever we make a decision (like to buy product X or product Y, or even not to buy anything at all) we have to first make an evaluation and evaluations are based on comparisons.

 For example how much better will my life be with this new appliance versus how much more complicated will my life be with the addition of this new appliance? Or, how does this car compare to my current car, is it faster or safer or more economical or more reliable or does it look better?

 So, because every comment like “it’s too big” is based on a comparison, you need to understand what the prospect is comparing your offer to so that you can respond. Otherwise you are responding without really understanding what the prospect is talking about and you can waste a lot of time doing that.

 Once you understand the prospect’s comparison you can focus on what is important to them and either reposition your offer to be more like what they want or point out the flaws in the other product or even the disadvantages of not buying anything at all.

 Just remember when responding to sales objections like this to use the Agreement Frame we have mentioned previously.

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