It would be highly unusual for you to sit with a new customer who didn’t have some objections. It’s human nature to question the relative merits of a new product. This is as true of the downtown Dubai market trader as it is of Jumeirah resident. How you counter their objections will often mean the difference between selling your product or walking home empty handed.
Listen to the Customer’s Objections
It may sound rather obvious, but it is surprising how often people simply don’t bother to listen to what the customer is saying. Instead they are thinking about the many ways they can convince this person to buy. By just stopping the inner voice and listening to the outer voice of the customer, you’ll get a much better idea of what their real objections are, and then you’ll be able to address them specifically. This, rather than addressing the issues you have in your own mind, will encourage the customer to feel valued: it’s not often a sales person actually listens to you.
Talk up the Benefits
It’s a common mistake to talk about how great your product is. You can talk at length about how lovely and shiny it is, how many hours have gone into its development, what were your biggest hurdles on the road to production. Problem is, your customer doesn’t want to hear that. The customer wants to know what your product is going to do for them. How is it going to improve their lives, make their life easier, less stressful, or even make them appear cooler, richer, and more beautiful. Focus on the benefits of the product to each individual customer, and they’ll start to see how your product might be worth buying after all. Look at it from their point of view. Now, don’t misunderstand me here. I’m not talking about getting so completely into your customer’s mind-set that you start to doubt your own product. No, it’s about empathising with the person and trying to understand where their objections come from. Once you’ve find their perspective, you’ll find it easier to show the customer why your product will actually be worth their time and money.
Only the salesman who believes he’s never returning to a particular customer, region, country, will rely on fabricating the truth when it comes to a sale. If you are in charge of a region you need to be honest with your customers, especially when you know you’ll be seeing them again soon. When you say a product is going to make their life better, make sure the product you’re selling can fulfil your promise.
Emphasise the Value, not the price
If someone is telling you that your product is too expensive, then you’ve not sold him or her on the value your product will add to their life or to their business. The best way to overcome objections based on price to really give them the proof that your product is worth what you are selling it for. If they say it’s too expensive for them, that they can’t afford it, well that is a different matter entirely. If a person really doesn’t have the budget available, you should ask when the company will have a budget for a product like yours. When they tell you, arrange to meet them a couple of weeks before the magic date to discuss it further.
Timing is everything
If the major objection is delivery timescales, the best way of overcoming this objection is to tell your customer that you will work on that with them. Going that extra mile for a customer by sitting down with your delivery team and seeing if you can help that customer’s particular delivery needs, is going to pay off. They’ll see you don’t just see them as a one off sales, you actually value their business and are willing to get your Dubai delivery schedule moved to accommodate their needs.