Selling Isn't What You Might Think It Is

Overcoming Objections—

It used to be a fundamental principle of selling: you must overcome your prospect's objections to get their work. No more.

Studies show that prospective clients hate fighting – they don't want you arguing and working to overcome their concerns; they want you to listen to their problems, understand the impact of those issues, and then offer to help, if you are able. That's a world away from the combative old-style approach to selling.

Today, when we hear an objection, we state the problem in different words, simply to let the prospective client know that we heard and understand it. For example, "Ms. Jones, you're concerned that you are already working with someone in my profession, and you would prefer not to have to disappoint that person and let them know that you have selected another advisor, if I understand you properly."

If we don't understand why something they've stated is a problem, we ask about that. "Mr. Smith, you've said that you're concerned that I'm located two states away; may I ask why that is a problem?"

When we fully understand the objection and the pain that underlies it, then and only then can we offer to be of help. "Ms. Jones, perhaps this does not involve dismissing your current advisor. I'm concerned particularly with the X issue; might I be of service to you just in that area?" or "Mr. Smith, I understand that you're concerned that I be accessible to you, available when you need me. Now if I heard you correctly, that means that your phone calls get returned promptly, the same day, not so much that we must be located down the road from one another. Is that correct?"