The first step in properly handling customer objections is to discover your prospect’s true objection. Many times, the reason prospects give you for not wanting to buy is the excuse they think you will accept to go away. Do not fret, they are not doing this consciously. In fact, this is a subconscious method of appeasing people to leave you alone! The best way to overcome this obstacle and address your prospect’s true concern is to follow this method below:
- Prospect says “no” for this reason (e.g. Reason A)
- Your response: I understand you are concerned about Reason A. Let’s pretend Reason A was a non issue. Is there anything else that might be holding you back?
- Continue with this same formula for each excuse given by the prospect until the prospect agrees that there are no other issues.
- Now you have discovered the real reason they do not want to move forward and you can address this issue to overcome the objection.
Prospect: I’m not interested in choosing another energy supplier. I am happy with the utility’s rate.
You: Great. Let’s pretend you were unhappy with the utility’s rate. What else would be holding you back from signing up with a supplier?
Prospect: I just don’t trust third party energy suppliers.
You: Say you did have confidence in a particular supplier. What else would be holding you back?
Prospect: I was taken advantage of by a supplier in the past and my bill doubled.
You: Let’s pretend that you have a diligent energy broker watching your contracts and ensuring something like that never happened. What else would be holding you back?
Prospect: Well, I guess nothing. If I had someone watching it for me.
Now you understand the prospect’s true objection. In fact, it was not that he was happy with the utility rate, but rather that he was taken advantage of before. If you can win his trust and overcome that specific objection, you have a better chance of winning his business.