Even the best sales person encounters objections--the most common being price. It can be daunting at times, but it can also be true that an objection means that the client has not outright refused your proposal. This is good news.
Here are three things to keep in mind as you work with a customer's objections:
1) Understand what the objection actually is. Is there a fear that the money will not be well spent? Do they not understand the training you're trying to sell them? Do they fear criticism from colleagues if the training fails? Do they not trust you or your institution? All of these are workable if you are clear which one you're working with.
2) Often, an objection is a hidden need or requirement. Probe a little. What is it they need from you to move forward? Consider questions like, "Is there anything I could do to make this precisely on target for you?" or "This seems expensive? Tell me more about your resources so I can tell you what you could get for that." "You have to run this by a committee? Shall I send 5 copies of the proposal?" "Would you like to have an employee sit in on a class with this instructor so you can verify the quality of instruction?"
3) Let them express negative feelings or concerns. Don't try to side-step conflict just because you're uncomfortable with it. Get the customer's concerns on the table. If they are criticizing you for something you feel did indeed used to be a shortcoming, tell how you've changed staff, or process to overcome that. Offer testimonials or give them another satisfied client's contact info so they can get a fresh recommendation (sometimes it helps to offer 4 or 5). You can say, "You're right, in 2000 we did have a problem with that. But since then, at our clients' request, we've stopped doing XYZ and now we do ABC..."
Often, objections mean that the client is considering a purchase. They just need your help to move forward.
Here are three things to keep in mind as you work with a customer's objections:
1) Understand what the objection actually is. Is there a fear that the money will not be well spent? Do they not understand the training you're trying to sell them? Do they fear criticism from colleagues if the training fails? Do they not trust you or your institution? All of these are workable if you are clear which one you're working with.
2) Often, an objection is a hidden need or requirement. Probe a little. What is it they need from you to move forward? Consider questions like, "Is there anything I could do to make this precisely on target for you?" or "This seems expensive? Tell me more about your resources so I can tell you what you could get for that." "You have to run this by a committee? Shall I send 5 copies of the proposal?" "Would you like to have an employee sit in on a class with this instructor so you can verify the quality of instruction?"
3) Let them express negative feelings or concerns. Don't try to side-step conflict just because you're uncomfortable with it. Get the customer's concerns on the table. If they are criticizing you for something you feel did indeed used to be a shortcoming, tell how you've changed staff, or process to overcome that. Offer testimonials or give them another satisfied client's contact info so they can get a fresh recommendation (sometimes it helps to offer 4 or 5). You can say, "You're right, in 2000 we did have a problem with that. But since then, at our clients' request, we've stopped doing XYZ and now we do ABC..."
Often, objections mean that the client is considering a purchase. They just need your help to move forward.
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