The Answer to Every Objection
By Claude Whitacre When I was a Tri?Star distributor & sales trainer, the subject that came up the most , next to closing, was how to handle Objections. I don't mean questions like " is this bagless" or " How does this compare to a Dyson?" I mean objections that always start with" I CAN'T buy it now because....." I decided after about 10 years of selling in?home that I was sick of hearing these same old objections. Some people never hear objections.. If you do, read on.
This is part of a sales seminar I put on years ago. the machine sold for about $1,500. You only need to know for this example.
At a sales seminar I wrote at the top of a large tablet "$1,500". Then I asked the audience to list objections they heard & I wrote them on the tablet as they were given to me..
" Can't afford it, I may get laid off, I want to shop around, I never buy on the first day, I have to ask my mother?lawyer?friend, We're in the middle of buying a house & can't buy anything." Anyway, I listed these & then said..
" O.K. I want you to imagine your favorite car. Don't think about price, just the ideal car." Then I told a man in the front row that he would be my representative of the audience. He agreed. Everything I said then was directed to him.
"Bill, did you think of a car?" He said " Sure, a brand new Lexus"
"Bill, let's say I just called you on the phone & said to you ' Bill, I just won a new Lexus in a contest. The problem( if you could call it that) is that I don't really need 2 cars & if I donate it to somebody, I get a needed tax write off. I only have to pay the $1,500 shipping from the dealer. If you will pay the shipping charge YOU CAN HAVE THE CAR'. Now Bill, what's your answer?"
" How soon can I get it" was his answer. Of course, that would be EVERYONES answer.
''But Bill, you need to come up with $1,500 now, aren't you going to say this?" And I listed off all the objections that I had written, and as he said "No" to each one, I crossed it off the list.
When he was done saying that none of the objections applied I said " do you want to know why they don't matter? because You Really Want That Lexus"
I said "Remember, this is the same $1,500 price that is getting you all these objections. What's changed?" The I explained to everyone that if I was willing to give Bill a Lexus for only $1,500, even if he was going to get laid off, or if he never bought on the first day, he would take the " deal". I'm certain of that because I did these 3 things. 1) I offered a product that he wanted. 2) the product had a value, in Bill's mind, far greater than the price. & 3) I gave a reason for giving that offer.
The main reason I did this training was to illustrate to the people that 99% of the reasons that they get any objection is that the customer simply does not feel it's worth the asking price, or doesn't want it at all. Whatever reason the non?buyer gives you is made up after they have decide not to buy.
The moral of this story? The best answer to every objection is not to get them in the first place. Because if you give the customer the benefits they Want, And you show the customer enough Value, and you give them a believable reason that you can give this great offer to them, They will buy.
And you won't have to hear those nasty objections. And who could object to that? "Sign?up now for my FREE Retail Marketing course "Unfair Advantage Retail Strategies ". About once a week, I'll provide you with valuable retail marketing strategies that have been proven and tested, (mostly by me).
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