Among the various methods proposed for adapting the way in which an objection is handled (...), we invite you to take a look at two approaches that we have selected from among others for their effectiveness and potential use in many cases.
Acknowledge customer objections
It's essential to protect the customer's sensibilities. The basic mistake is to launch into a verbal joust that risks making the customer "lose face" or reinforcing the intensity of his objection. The aim is not to demonstrate expertise superior to that of the customer, but to put forward a point of view and find common ground (to communicate, as its Latin root indicates, means "to put in common"). That's why positive expressions that demonstrate the salesperson's interest in the customer are to be preferred, especially as soon as the customer's objection is taken into account.
Examples of expressions to avoid/prefer:
- I don't agree" / "I understand your point of view
- That's not true" / "You're making an important point" / "That's not true" / "That's actually a commonly held opinion...
- "It's inaccurate" / "It's indeed a commonly held opinion..." / "What makes you say that?
- "What makes you say that?" / "What you say is interesting...".
Social proof
The aim of this persuasive communication technique is to introduce the salesperson's substantive response (the basic data) by encouraging the customer to listen and reinforcing the salesperson's serenity. It makes use of the fact that people will pay more attention if others in the same situation have made the same remark.
This rebuttal method is divided into three distinct phases, which you can remember thanks to its mnemonic acronym: APA. This method is best used when the response strategy involves relativizing causes or consequences. On the other hand, this method is not suitable when you want to emphasize that few customers have made this remark. In this case, it is advisable to examine other possible causes with the customer.
- Affirmation ofthe usual and expected nature of the objection: "I'm not surprised by your remark because other customers routinely make this comment to me, which is understandable.
- Presentation ofreferences: "I note, however, that this year we have sold more than x thousand references to customers with your profile who made the same point as you."
- Call forinformation: "So that you can have all the information you need to make your decision, would you like to know why our customers, who made the same comments, chose our offer?"
The "Socratic" question
A powerful argumentation weapon, the Socratic question consists in countering the customer's objection with a series of questions designed to guide his or her reasoning, leading him or her, in successive stages, to modify his or her perception and point of view. Rather than refuting the customer's objection head-on with an argument that would immediately trigger another reply, skilful questioning takes care of modifying the customer's opinion and judgments.
Here is an example of the same answer developed in the form of traditional counter-arguments and Socratic questions:
Customer objection: "Your double glazing is thinner than that of your competitors".
Data analysis: real objection, accurate data.
Response strategy: relativize causes of energy loss.
Response in the form of a directive counter-argument:
Commercial: "I understand your point of view. But take a close look at the other causes of energy loss. From what you've told me, your roof insulation is over 30 years old. Back then, materials were less efficient than they are today. That's why, in your case, it would be a good idea to invest in double-glazing that is unnecessarily efficient."
Socratic answer:
Sales representative: "I understand your point of view and your objective is to save energy, isn't that right?
Customer: "Is that my objective?"
Sales representative: "Are you also aware of the other causes of energy losses that are putting a strain on your heating budget?"
Customer: "Obviously, the two front doors are not airtight.
Sales representative: "Did you know that, for single-family homes, 40% of energy losses come from the roof?"
Customer: "No, I didn't."
Salesman: "Would you be prepared to invest in much more expensive double-glazing if the rest of your home is not yet perfectly insulated?"
Customer: "This is indeed an important question, so what would you recommend in my case?"
Salesman: "Could we then look together at the various ranges of double glazing from the point of view of investment and energy savings?"
Excerpt from : " Faites évoluer vos méthodes de vente! " - Daniel HUYOT and Philippe LAFAIX - DUNOD - 2008