What is the Real Objection?

The late financier J.P. Morgan once said: “People have two reasons for everything they do: the reason they give you and the real reason.”   When you hear an objection from a prospect – a reason why they won’t buy from you – it is often not the real reason.

What is it that stops some consumers from buying?  It is one four-letter word: FEAR.  Fear of buying the wrong product.  Fear of spending too much money.  Fear of being criticized if the product doesn’t work correctly.

They may not tell you this, but fear is behind many of the objections you hear.

Objections are often a value test.  It is as if the prospect is asking:  “Do you really believe in what you’re selling?  Would YOU buy it?”

Examples

“We’re happy with our current vendor,” might really mean:  “Why should I change?  Give me a good reason to change.”

“Your price is too high” could be a smoke screen for:  “Will the quality be the same as what I’m getting now?”

“Just send me a catalog” could be just another way to say:  “How reliable is your company?”

Finding and Answering the Real Objection

Try this:  Before you make your next outbound phone call, write down the objections you hear most often. Next to these objections, write down what the prospect may be thinking, based on the examples listed above.  Then, write your response to what you feel the prospect may really be thinking.

You will find that the answers you write for what they MAY be thinking will also work for the objections they give you.  When you hear “I’m happy with my current vendor,” imagine they are saying “Why should I change?” and prepare your reasons why other prospects have switched over to your company and the benefits they have found after becoming one of your customers. Using good customer testimonials will be critical.

You can see 29 different answers to objections in my e-book  How to Win the Sale and Keep The Customer.

If you know of other ways to find out what the real objection is, I invite your comments so my readers can benefit from your insight, experience and wisdom.