Client hesitation or objections to buying from us are indicators we have failed in some keys areas in our preparation, questioning or solution explanation with the client. We have not fully understood what the client needs; have not matched our solution with what they need; have not shown sufficient value from our solution and have not created any sense of urgency to take action now. It is hard enough getting all of these right in the face to face environment, so we can’t be surprised that we are having even more trouble when dealing with the buyer remotely.
Try these four steps for handling client push back.
Listen
Did we really hear what the client wants in our previous calls? We may have missed some vital information previously and this is our last chance to get clarity about what the client is thinking.
The objection we are hearing is probably something we have heard before. We think we already know what the client is going to say before they finish and we jump in to overcome the objection. Big mistake! We have to really understand what is the problem, not what we think is the problem. Stay completely silent until they have finished speaking.
Use a cushion
When we hear the objection we often have a nervous knee jerk reaction and say the first thing that comes into our mind. This is rarely our best response. We need a few seconds to think how we are going to approach this with the client. This is where we make a neutral statement, which neither agrees nor disagrees with the client so we can buy ourselves some thinking time. It might be something like, “I know making the right decisions for the company is very important for you”. In the few seconds it takes to say that, our brain can move to objection handling mode rather than reacting emotionally to what was said by the client.
Question
The first thing we should do is do nothing – we should absolutely not respond to what we heard. Instead, we should ask them why that objection is a problem for them. Now we are not sitting there face to face so we have to be incredibly careful how we ask this why question.
In Japan, this question could be taken as a challenge to everything they have said and it sounds like we are accusing them of lying or not being clear enough in their explanation. Neither are good responses from the buyer. So we sweetly and with great naïve curiosity, ask “Thank you for explaining the issue. I should know your business in more detail and much better, but to really help me find the best way forward for you would you mind if I asked you to explain a little bit more on why the issue you have raised is creating difficulties for your firm?”.
In a very delicate fashion, we need to keep digging for hidden issues too. There is bound to be more than one issue. What we have been told may not be the deal breaker, because there is another bigger problem lurking in the shadows. We need to flush out all of their objections and then decide which is the exact issue we need to fix? We need to get the client talking because we will pick up valuable information about their situation and constraints on them moving forward.
Respond
Now we know what need to say we have three choices:
Deny: We should not accept anything from the client which is factually incorrect or is misinformation. Correct it immediately and be prepared to offer concrete proof.
Admit: Admit any problems your company has had now or in the past. Don’t try and deny things which are true, we come across as mealy mouthed, duplicitous and untrustworthy. We learn from our mistakes, we correct errors and we have moved forward from where we were. We need to point that out
Reverse: Turn the objection into a reason for buying. For example, “your delivery options are too slow” is countered by saying, “We have found that taking that extra care and attention before we ship to our clients, really eliminates potential problems and in the overall scheme of things, makes everything run much smoother”.
Explain: Now we have better understood the client’s situation and needs, we again start on the solution provision to persuade them to buy. We do this by providing relevant proof and evidence that shows what we claim is true and they can trust the solution will work. We speak about where our solution has worked for other buyers, providing the names and numbers of people they can call to validate how our solution really helped.
Evaluate: Check that we have dealt with their objection completely. Are they ready to move forward? Actually, when online we need to be doing more mid-term checking for understanding than we would in a face to face situation.
There is no doubt that the basics of sales still apply whether face to face or meeting online. We should assume less though and ask more clarifying questions when we meet online. Anticipate the communication is going to problematic and work on that basis everytime.
