SALES TIPS FROM STRONG CLOSER READERS
Simple Misunderstandings vs. Objections
I have learned to classify sales objection into two buckets: real objections and simple misunderstandings.
A real objection is something the prospect says he does not like: our features, our price, our delivery, etc. He correctly understands what we have to offer, but he says he doesn’t like it. He may be playing games, or the objection may be real, but I have to deal with it – usually by asking questions to clarify the objection before responding.
A simple misunderstanding is different. This is a case where the thing he is objecting to is wrong. For example, the prospect says he thinks our one-year warranty is too short, but our warranty was recently increased to three years.
With a misunderstanding objection, it is pointless to ask questions to clarify the objection. I know what the objection is, and it is false. But I have to use finesse. I don’t want to say: “Oh, no, Mr. Prospect. The warranty isn’t one year. It’s three years.” If I put it that way, I just make him feel stupid. I try to put a more positive spin on it, while making the prospect feel smart:
“You’re right, Mr. Prospect, a 1 year warranty really isn’t appropriate for this type of product, and a lot of other people felt the same way you do. So, since we are in the business of meeting our customers’ needs, my company made the decision recently to lengthen our warranty. So I’m happy to tell you that we now provide a full three-year warranty, parts and labor.”
I’ve corrected his misunderstanding, and at the same time I have told him he was smart to demand more of us.
J. Waller, Glendora, CA