Handling Objections

When I started selling to Mom & Pop in the home, I really didn't believe what I had been taught regarding customer objections: "Objections" are really buying signs. However, the more time I spent with in-home customers, the more I came to look forward to their objections. Far worse than folks with objections are folks with ambivalence. In the in-home sales arena, hate is not the opposite of love, ambivalence is the opposite of both of them! What do you do with someone who has no objections because they have no interest?... and you pipe smokers out there know exactly who you are! I'll hang in there with a person who hates me and I'll hang in there with a person who loves me. But, I have learned not to waste my time with folks who are just not interested! On the other hand, let me hear some objections and I'll know the sale is progressing.

So, the word objection is really a misnomer. It may not necessarily be a "buying" sign, but every question (objection) is an opportunity to clear up a source of confusion on the way to the order. And, it's a great indicator that your customer is engaged in the process with you. I'll cover just a few of my favorites here. If you want to talk about any specific objections, please feel free to call me.

Objection: "We Have to Think About it." Response: "Of course you do! That's fine. It's going to take me several minutes to gather up my belongings and take them out to the truck. Oh, and I want to have another look at that deep crack. I'll be back in, in a few minutes. Take your time." "Thinking about it" is a natural response we all make to commitments. Truth is, these folks just need a couple of minutes alone, with you out of earshot, so they can discuss the commitment you asked them for. Give them the time. Just set it up that when those few minutes are up, you're back in front of both of them. Don't take so long that Pop leaves Mom inside to come out and talk to you alone. Anything you say at that point is akin to a one-legged sit.

Objection: "We never buy anything the first time we see it." Response: "That would seem prudent in most cases. But let me ask you this: If you were going to be CTi's Poster House and I could complete your project for a price of $1.00, wouldn't you take the chance?" "Well, of course we would. We'd be foolish not to." "Well, Bob, it's not that you necessarily don't buy anything the first time you see it, it's just that between $4532.00 and $1.00, we need to come up with a price that works for both you and the company. Have I mentioned our Referral Reward Program?..."

Objection: "We can't afford it right now." Response: "Before we look at ways to make the project affordable, am I correct in assuming that you would love to have the project completed now if you could?" "Well, sure, if we had the money." "Ok, let's find you some money. Did I explain our Referral Reward Program to you?..." There are lots of directions you can take at this point before going into price drops. Credit cards (if you don't have credit card capability, get it!), www.lendingtree.com, equity loans, etc. Your customer is probably not aware that although we consumers think of cash as an asset, to a bank, cash is a liability. Banks have to convert cash into investments (interest bearing loans) in order to survive. They WANT to lend money! You can use this to create a special relationship with your own bank who may very well want the financing from your customers' projects.

By the way, the last two words of that particular objection ("right now") are telling you two things: they want the work and they do see themselves capable of affording it. They just need the right price. If what they said was simply, "We can't afford it," they probably don't see themselves as ever being able to afford it... in which case you may need to back that driveway job down to a walkway job and see how they respond to that. Truth is... almost anything is affordable in this country at this time. Money may not be the real issue, and you may have to ask a few questions to find out what the real issue is.

Objection: "Oh, that's too much." Response: "How much too much?" This is an objection you should learn to look forward to. "Too much" means there's probably a figure they have in mind they would feel comfortable with. Press the response. "Really, how much too much? There are several programs we offer, such as our Show-Cased House Program that may help us meet your budget. [ask again] How much too much?" Press for that figure! You're serving them by helping them get to the price point they want, and if they give you an answer, you have made the sale! Now it's just a matter of working out the details.