Any discussion on objections would have to start with a simple, yet profound, premise.
Contrary to what some may think, closing is not a singular event. It is a process; a process that sometimes starts before you and the customer ever see one another.
For example: If you and/or your dealership have positive online reviews, customers may already have a favorable impression of what they can expect from doing business with you before you are even contacted. That alone can reduce the number of objections you will receive, or in some cases even eliminate them.
It is important to recognize that the closing process begins the moment you have contact – whether in person, on the phone, by email or chat – and will continue until the sale is made or not.
Why? Everything affects everything! All that you say and do, your communications skills, your attitude, your product knowledge, your powers of observation and insight – it all matters. Maybe the best way to illustrate the importance of this process is to use a football analogy:
Let’s assume your favorite football team is on the opponent’s one yard line. On the next play, they punch it in for a touchdown. In the world of football, that is certainly closing the deal, right? But wouldn’t you agree that the 9-play, 79-yard drive that put them on the one yard line is what created the chance to score?
Of course. If they had fumbled the ball during the drive or suffered an interception, they would have lost the opportunity to score. And so it is with us. It is all the things we say or don’t say, do or don’t do, that puts us in the position to “score.”
If you are going to close a sale, you will have to deal with objections. The one thing we know is that if you have customers, you will have resistance. The only question is how much, in what form, and when.
Most of us have read articles with catchy titles like “Objections Are Your Friends” or “You Should Welcome Objections.” REALLY? Try convincing salespeople of that. Most salespeople I know are looking for that perfect customer. You know, the one who comes in and says “You have the exact vehicle I want. Money is no object because I just won the PowerBall. I’m in a big hurry, so let’s get this done quickly. And please just take my current vehicle off my hands. I don’t really care what you do with it.” Never happens, does it?
But the fact is, if salespeople cannot professionally and calmly respond to objections, that is simply a weakness that no one can afford, because today’s marketplace will not tolerate that kind of shortcoming.
David Martin, President
The Mar-Kee Group
The Mar-Kee Group is proud to celebrate 21 years of outstanding Sales, Service, and Management Training.