Sales Training: Blocking Objections and Selling More Effectively.
In sales, it’s more important to “block objections” than to “overcome objections” during a presentation. What does this ultimately yield? More buyers that will ultimately say “yes” rather than “no” when considering your product or service. First, let’s take a look at what we mean by “objections”…as the term implies, objections in sales come in the form of buyers saying such things as “Your price is too high” or “I can get that for a much better price elsewhere.” If you can initially identify these objections, you will better understand how to block them to become more effective at selling.
Now, let’s move forward and talk about why you need to block objections, and why it’s critical you do so throughout the presentation.
1. You Must Reduce Buyer Resistance.
Is it safe for us to assume that you would agree with us if we said many of your buyers, when you first start talking to them, are at the “100-percent” threshold of resistance…in other words, they’re really resistant to what you’re selling? If that’s the case, let’s then further assume that you only have 30 minutes to present a sales pitch…what should be your goal as a salesperson at this point? Let’s first take a look at what we’re facing:
In only 30 minutes time, you have to bring that customer from 100-percent resistance to your products or services down to a point where he or she buys in. Your job, again, is to reduce buyer resistance over your allotted time…but how do you do that? Through blocking objections – because customers typically have more than one – you reduce buyer resistance, because when you can address customer concerns (the objections the customer has) they’re going to view you as someone really interested in listening to their concerns. In turn, we’re reducing their resistance as well as their anxiety.
There’s a psychology at play here that’s important to look at, so let’s do that now.
2. Why is Blocking Objections More Powerful Than Overcoming Objections?
Essentially what we’re talking about here is the psychology behind “voiced declaration.” What do we mean by this? When you make a public declaration – whether it’s verbal or in writing – you’re more likely to stick to it rather than “give in” to some other opinion. You see, when you’re engaged in a sales presentation and everything is going well, and one person in the group you’re selling to says “Yes…but you’re too expensive…” it should make you stop and think, “What did that person just do?”
He or she just made a public declaration – they voiced their opinion. Now, as a salesperson, you find yourself in the position of having to overcome that objection…but here’s what we’re trying to teach you in this instance: If a potential customer makes a public declaration, either verbal or written, he or she is less likely to change their mind – in other words, you won’t be able to convince them.
Put succinctly, you don’t want a consumer to ultimately voice an opinion – i.e. “Your price is too high!” – because once they voice it, you are likely not going to be able to bounce back from that. The solution is to block the objection while it’s still in potential buyers’ heads…and we’re going to teach you how to BLOCK an objection BEFORE someone RAISES an objection.
3. How to Use the Blocking Objections Structure to Become More Effective at Selling.
In summary, there is a difference between blocking and overcoming – the more modern way of dealing with objections in sales is to block them, as we have been discussing. Why is it important to block objections? To recap, when a potential buyer verbalizes an objection, he or she is more likely to stick to that position. So now the goal becomes to block the objection, not “overcome” them.
What you need to do first here is list out three to five objections you typically get during a sales presentation, because you have to understand why customers say “no.” The key is to figure out where to insert the blocks in this process. Because we want to reduce the resistance over time – the aforementioned sales pitch period of approximately 30 minutes – it must be determined when and where you’re going to block or insert those blocking objections. Further, because every business is fundamentally different from one another, there’s no one set of hard and fast rules…you’re going to have to play around here on your own to see what works and what doesn’t.
For instance, you may find that, over time, you’re going to block price first, complexity second, perhaps block your “smallness” third, but that this strategy isn’t working for you. That’s okay – just move these around so that maybe you block one of these earlier and another later; what you need to ultimately figure out is what works for YOU.
• What you’re going to say (your “script”).
• Where you want to insert your block.
• In which way you want to manipulate the approach based on what’s working for you or what isn’t.
What we’d like to leave you with is this: Selling isn’t hard…if you know how to effectively implement its related strategies.