How to Respond to Objections
Many experts see objections as "pop quizzes," those unexpected roadblocks that are deadly in most sales conversations. But the objections themselves are not the problem--our inability to respond effectively is. Below are three of the most frequent mistakes experts make in responding to buyers' concerns.
The Awkward Silence
Why do we assume that getting booked is a linear process? Because we take the buyer's initial interest too much to heart. This assumption creates the biggest mistake: we let the objections themselves surprise us. That "awkward silence" occurs most when the objection isn't logical or returns when you thought you answered it.
When we are caught off-guard, we go into tap-dancing mode. The tone immediately changes. The buyer can hear the surprise, which lends credibility to their claim. This immediately puts us on the defensive...and they now have the last word. If you don't respond immediately with clarity and conviction, the objection becomes real. It is set in stone, and any responses you give after that fall on deaf ears. Being surprised can be a fatal mistake.
Key strategy: Regardless of how enthusiastic the buyer is, there will always be a "cooling off," where doubts can creep in. Expect objections and plan accordingly by creating key phrases that can neutralize the doubts quickly.
Telling Stories
One of the major tools of tap-dancing is storytelling. Of course, stories and examples are great for sales conversations. The old "feel, felt, found" technique that many sales pros use is effective.
The problem is our tone. If we are surprised and go into storytelling, the example will feel unfocused. The details will ramble and it's easy to make the point longer than it has to be. It's awkward for both parties. Unfocused stories are a sign of weakness and surprise and again, doesn't take care of the issue. Result: the objections gets set in stone.
Key strategy: rehearse stories for sales conversations just like you rehearse those for a speech. Watch your details though--be very selective so you don't ramble.
Appearing Argumentative
The worst of these mistakes is a common knee-jerk reaction. Whenever we hear something that appears to be untrue or detrimental, it's tempting to rise up and defend ourselves. Avoid this temptation! Even the perception of defensiveness is enough to start the response off on the wrong foot.
Whatever our response, we want to lead with understanding to avoid appearing argumentative. The moment immediately after a concern is voiced is the most delicate; a well-placed question or statement can start an in-depth discussion that can keep the buyer's mind open to new information. Remember: being right has nothing to do with getting booked.
Key strategy: have several opening sentences that buy you time. Probe to find the "real" concern and use the above two strategies to respond.
Objections are a test for us to prove our value. Pass the test and you'll be on the inside track to getting the date.
Excerpted from "Talking to Strangers: Effective Sales Conversations for Experts Who Speak". For specific processes to avoid these mistakes and other strategies, check out this product.
Finding the Springboard Opportunity™
Your response to an objection starts by interpreting the buyer's concern, then deciding how to proceed. Here are three broad categories that objections seem to fall under, along with ideas for the best responses.
A Catch-All Phrase
A "different direction" is the most popular objection with buyers, with about 50% of the objections beyond the first cut falling into this category. Buyers like it because this language doesn't assign personal blame and is accurate enough when specific reasons aren't clear. This catch-all expression is used when buyers: (a) don't want to tell you the real reason; or, (b) really don't know why you're no longer being considered. It can be political: someone's best friend's cousin suddenly decided to be a speaker. Or, a pressing issue has come up that needs to be addressed (such as layoffs or budget cuts).Best route: this is an invitation to probe, so open with a question to find out more details. Worst mistake: jump into why you still would be a good speaker. You don't have enough information about the "change" to be persuasive.
Logistical Barriers
These logistical reasons could include moving the meeting dates, moving the agenda at the request of a board member, canceling the meeting due to lack of attendance, canceling the meeting due to budget cuts (which happens a lot in sales meetings). When the event itself comes into question, everything--including the program--takes a back seat. These issues are completely legitimate, making them even more difficult to move around.Best route: How do you argue when the entire meeting has been canceled? You don't -- you focus on setting yourself up for the next one. Make sure the obstacle is final before giving up. Worst mistake: Keep selling your value -- when the game is over, you have to move on.No way...never!You'll hear these kinds of objections a lot in the first cuts: "no interest", "not appropriate for our group", etc. What this really means: "Go away...". Speakers who try to "spin" their topic or expertise too much are especially at risk.
Best route: You can tell by the buyer's tone when they have made up their minds. Go into "education" mode by asking questions that will help you in future conversations. Worst mistake: Ignoring the signals and continuing with your "pitch", thinking you can convince the buyer otherwise. This only looks argumentative. If you are unsure about how "final" the objection is, ask a clarifying question. If the buyer's tone doesn't soften, exit gracefully.
Changes, Challenges and Choices
As you can tell, dealing with objections is the theme of this issue. Why? Because that was a top challenge according to those who completed our survey this past August. Thank to all who participated. I hear you loud and clear.What do you REALLY want? A majority of you said that you need "step-by-step processes that I can implement immediately..." Well, giving you just that has been a top priority for me. I'm proud to report that two process-driven systems, "Your Position of Power" and "Talking to Strangers: Effective Sales Conversations for Experts Who Speak" are now available. I've gotten some e-mails about the price points on these programs. Why so high? Because they contain SPECIFIC processes and systems that provide step-by-step direction. If you get just one speech, these programs have paid for themselves many times over. You said that's what you want; the ball is now in your court...
Protecting Your Payments
Are you a big fan of airline miles? If you are, it's very tempting to pay all your bills via a credit card that gives you points or miles on your favorite airline. Unfortunately, there is a dark side to this scenario that I just learned about the hard way.Reader's digest version: I hired a subcontractor and wanted to pay their ongoing fees via credit card to get the miles. They didn't perform, so I terminated our relationship. A year later, they charged my credit card almost $3,000 in unauthorized charges. Although the police told me this is a felony, the District Attorney declined to prosecute. One reason: I signed an authorization form giving them permission to charge my card.Fortunately for me, the credit card company came to my rescue and disallowed the charges. Big moral of the story: an authorization form weakens your rights in any dispute. Next time, I won't sign any "blanket" authorization form. Instead, I will give the credit card only after I approve every invoice. Something to think about...
Wow...what a year!
I can not believe November is upon us already! In this time of Thanksgiving, I am overwhelmed with gratitude for every single person who has crossed my path. Because of you, I am able to contribute, to make a difference, to make the world a better place. Because of you, my life is truly beyond my wildest dreams. May your holiday and 2004 be filled with delight. Thank you from the bottom of my heart...
I only charge $2,500 to $3,000 per presentation and I'm surprised that, for such a modest fee, they want to see me present before they'll hire me. I HAVE gotten that same fee last year, based only on my press kit, so I don't know what's changed. Any ideas?
The reason why buyers want to see you first is because: (1) so many groups have been burned -- they have gold standards with a small budget; and, (2) at this price point, they have to justify paying anything for a speaker so they are building a case.
Even when the economy improves, this practice will remain...so be prepared for more of these responses. Even at the $2,500 level, speakers are getting more sophisticated--you've got the $5K'ers who are seeing too many empty slots on their calendar, so that will move the expectations up even more. Bottom line: this is yet another indicator that the days of bootstrapping in the speaking business are ending.
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