Get Buyers to Answer Their Own Concerns

The most important “do” of addressing concerns is: Get the other person to answer his own objection. That advice may sound tricky to follow, but here’s why it’s so important: You’re trying to persuade your prospect, so he’ll be likely to have reservations about anything you do or say. Why? Because anything you say must be good for you, too. Until the prospect realizes that you’re acting in his best interest, he will doubt you.

When you say it, a prospective client tends to doubt it. When he says it, the buyer believes it to be true. And that’s why you want to get your prospect to answer his own objections — because he’s much more likely to believe himself than he is to believe you. All you need to do is provide the information that answers his concern and let him draw his own conclusions. You let him persuade himself.

35053You may need to nudge a client a little by asking a question to get him to state the desired answer: “How do you see that feature impacting your company’s level of efficiency, Josh?” It’s much more powerful when he answers than if you just say, “That feature will increase your company’s efficiency by 20 percent.” See the difference? Take advantage of the strategy, and you’ll close more sales because your clients will be convincing themselves.

This technique often works well when you persuade a married couple (children, take note). When one partner objects to something, don’t respond immediately. Average persuaders are quick to defend their offering. But there’s a better way: Learn to sit tight. Many times, one spouse jumps in with the next comment, and you have a 50/50 chance that the originally silent spouse will answer the objection for you. If the second spouse agrees with his partner’s objection, then you know you’ll have to work a little harder to overcome it. The point is that these two people already have a positive relationship (you hope) and trust each other’s judgment. Being quiet while they think it through can cause the objection to evaporate into thin air right before your eyes.

When something important to you is hanging in the balance, being patient is difficult. During such moments, seconds feel like hours, and you can quickly become very uncomfortable. To keep yourself from jumping in too soon, try this trick. Silently count to 20 or 30. Or you may want to count the seconds by saying to yourself, “one-thousand-one, one-thousand-two, one-thousand-three,” and so on. (Just remember to count to yourself, not aloud.) Some salespeople recite a short poem to themselves to kill that time. Just don’t let your mind wander off from the matter at hand. Whatever method you choose, just be careful not to let them see your lips move.

What you never want to do when you’re waiting for a response is look at your watch or at a clock in the room. Even a slight glance at a timepiece can distract the prospects because they’re already looking at you, waiting for your next move. So practice waiting until you’re comfortable with it.

Copyright Tom Hopkins International, Inc. Excerpted from Selling for Dummies, 4th Edition (Wiley).

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