Don’t Be Afraid of ‘No’

By: Joe Verde

Don’t Be Afraid of ‘No’

Objections Are OK – They’re Just A Normal Part of the Selling Process

Closing the sale and overcoming a customer’s objections sound like two different topics. But closing the sale and handling objections always work together, and it takes effective skills at both to make more sales.

Most salespeople are so afraid of objections that they say and do all the wrong things. That’s too bad because in sales, knowing how to handle objections correctly is one of the most important skills you need to develop.

A customer having an objection doesn’t cause you to miss the sale. It’s how you handle their objection that determines whether you make the sale or miss it.

Getting a ‘no’ doesn’t mean they don’t like you or that they aren’t going to buy from you, so don’t burden yourself with all of those feelings of ‘rejection.’

Just assume what I just said is true and you’ll sell a lot more and earn a lot more in your career. ‘No’ simply means…

Based on the information you’ve given me so far, I can’t say ‘yes’ – tell me more and ask me again later!

Since 80 percent of all sales are made after the fifth attempt to close and overcome the objection, especially remember that…

Persistence eliminates resistance!

Your Habits Cause Most Of The Objections

Most real objections are created by salespeople. There’s a statistically correct and incorrect response when you get an objection. Toss out the right response, and objections just disappear, or you bypass them until later.

If you incorrectly respond to a question or an objection the first time it comes up though, it’ll become a bigger issue, and it may become almost impossible to overcome on the spot and/or later in the sales process.

Examples of a few wrong ways to answer simple common questions that you’ll pay for later in closing or negotiating:

  • I like the car, but it’s a lot of money, how low can you go? Don’t worry – we’ve never lost a deal because of price.
  • What’s my trade worth? What did you want for it?
  • Do you have one of these in white? No, but I can get you one.
  • What would payments run on this? What did you want to spend?

Yeah, I know. Each of those answers is what most of us were taught to respond with – and that’s the problem. There’s a better way.

Let’s look at how you can take a common objection and turn it around so you can close on it again to make the sale.

Early in the process…

• “It’s a lot of money.” If this comes up before they’ve found a vehicle they’re ready to take home, bypass the objection.

First, answer their question: “To get you accurate information, let’s make sure this is the vehicle you want to own (no bridge) who wants to drive first Bob, you or Betty?” Continue to build rapport, investigate, present, demonstrate, build value, introduce them to people in service, etc.

If it comes after they’ve selected a vehicle…

You’ve started closing on the demo at your Landmark, they parked in the Sold Line and you’re getting your Action Closes and they bring up the same objection. Instead of bypassing it this time, you’ll rephrase the objection to budget and close.

“Like I said before, this is a lot of money.” Rephrase to Budget: “It sounds like you’re like me and everybody else, it sounds like you guys are on a budget, am I right?” “Yes, absolutely.”

Now Isolate: “So Bob, if we sat down and went over the figures and you both felt your budget could handle it (Isolate) other than fitting this into your budget is there any other reason we couldn’t put all this shopping behind you and send you home in this brand new truck right now?” “No, I guess if it worked out, sure we’d take it…But what do you think they’ll give us for our trade?”

Bypass the trade question and close: “Let’s get all of the information on our car and yours and we’ll go see – were we registering this in one name or two?” “Both names.”

Let’s look at a couple of other good responses…

“What’s my trade worth?” Answer and bypass: “That’s one thing I can guarantee you I don’t know. The good news is we have the highest bidder in town who buys all of our vehicles, we’ll have him take a look at it as soon as he’s free.”

“Do you have a white one of (these)?” Answer, bypass and expand your inventory: “Let’s go see, so who’s the lucky one, who gets the new car this time. Bob, is it for you or Betty?” “For me.” “Congratulations, and what’s your second favorite color?” “Silver, or maybe that off-white color you have.”

“What would payments run on this?” Answer and bypass: “That’s going to depend on equipment and speaking of equipment, what’s the feature you like best on the car you’re driving now?” “Back up camera.” “Really, why is that?” (They explain.)

“Yeah, but…” Why wouldn’t we want to get payments, trade values, or color out of the way before we spend extra time with them? Because 86 percent of the people are flexible on color and equipment, they always take less for their trade, and always make higher payments. Plus, the more excited they are about the vehicle, the more they raise their sights. Get them excited first and they’ll buy ‘silver’ – and find a way to pay for it.

This article was written by:

- has written 57 posts on Agent Entrepreneur.

Joe Verde Sales & Management Training, Inc., is an automotive sales and management training company focused on leadership, management and sales training. Joe Verde holds workshops across North America and pioneered virtual training with JVTN.

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