How Can You Turn Customer Objections into Sales Compromises?
Most major decisions in life involve compromises. Think about the home you live in, the car you drive and maybe even the person you’re married to (if you’re married).
Odds are you made compromises somewhere along the way. I know my wife did!
Your customers make compromises, too.
Your job as a sales professional is to help customers work through their compromises to get to the sale.
But how do you know where to find the compromises? Let me paint a scenario to help you learn how to spot them.
Last year my wife Melissa and I were shopping for a certified pre-owned BMW. For the record, I hate buying cars – especially brand new ones. #badinvestment
As we pulled into the dealership Melissa said to me in a very stern voice, “Whatever we buy I do not want cream colored seats!”
Let me pause and ask, have you ever heard a customer say one thing and do another? Just checking.
After looking at a few cars, Melissa spots a stunning 2011 528i on the showroom floor.
As I was looking at a different car, she walked over to it, looked in the window, and immediately yelled over to me in total disappointment, “Hon…it has cream colored seats. Can you believe it?”
Melissa then did something I found fascinating. She circled the car like a vulture…twice.
Did you catch that?
You see there are two types of objections:
- Deal Killers
- Deal Pausers
When you have a deal killer on your hand your customer doesn’t circle the car or continue looking at your product. They bail.
But if the objection is a potential compromise, they stay. They keep looking at your product. They ask more questions.
That is how to know if you’re dealing with potential compromises.
When Melissa stayed looking at the car, I knew the cream colored seats were something she could compromise on. Sure enough, she did and that is the car we ended up purchasing.
Pay attention to your customers when they give you objections and help them work through the compromises.
Doing so will move them closer to achieving their mission and move you closer to getting another sale.
