There comes a moment in every or almost every sales interview when the potential customer in effect says ‘no’ to the proposition being put to him by the salesman. The probably most salesmen would be millionaires.
The term in sales jargon for this ‘no’ is an objection. It is a way of objecting to the proposition of the salesman. “I don’t want to buy what you are selling because” too many salesmen just stop there. But an objection is perfectly normal part of any sales interview.
An objection is often a sign of interest on the part of the customer, or a genuine desire for further information. As long as the customer has an objection he will not buy.
We, as customers, are often an awful lot of liars, you know, and so the first thing the salesman has to find out is whether the objection is real or not. If the objection just excuse to say no without even giving the salesman’s proposition serious consideration ?
One useful technique for finding out whether the objection is true or false is called the ‘suppose test’ the salesman’s say I effect: suppose your objection did not exist, would you buy? If the response is positive then it is a genuine objection; if negative then it is an excuse.
False objections are best ignored and a new approach tried to get the customer interested in the product.
Genuine objections however may be real or imagery. There may be a valid reason for the customer not buying.
Never get into an argument with a potential customer. You may win the argument but you will almost certainly lose the sale.
