How to Handle Interruptions and Objections When Trying to Make a Sale
Every salesman has to contend with interruptions and objections. It is important to distinguish between these. Interruptions normally happen because of time and circumstance, whereas an objection is created in the mind of the prospect and may be either expressed or unexpressed.
In general, interruptions should be handled in one of the following ways:
As a salesman you should recapture the lead in the interview. For instance, you might say "one feature I hadn't mentioned is," or you might go back to the use of questions in order to get the prospect back on the selling track.
You might try a diversion to some completely neutral subject, in order to get the prospect's mind off the interruption. Perhaps you can point to some unusual object in the office, or tell an interesting anecdote. After some seconds of this, you may be able to lead the prospect back to more selling -- not just to a repitition of what you have already said.
In handling objections, you may use the following techniques:
If a possible objection is the kind that will kill the prospect for a sale later in an interview, you should anticipate it and answer it before the prospect voices it. For example, you may say, "I know that you're not the kind of person who will say that he will have to talk this over with his wife. Otherwise, I would be out selling to your wife rather than to you."
Rephrasing is often called the "yes but" technique. But it also has the value of making the prospect understand that the salesman clearly understands the objection. After rephrasing, you meet the objection with an explanation, a demonstration, or another selling device.
If you suspect that the prospect is presenting superficial objections and that the real objection lies deeper, you should try to bring it to the surface so you can overcome it. Sometimes, the prospect is ashamed to express his real objection. At other times, he tries to take the easiest way out of a sales interview. Close observation will reveal whether the attitude of the prospect indicates that he is trying to get rid of you or whether there is genuine interest which is blocked by voiced and unvoiced objections.
Sometimes, you don't have to wrestle with an objection so much as with a deferment. The prospect says, "I'll decide after the first of the year," or "See me next month." Generally, this means an inability to make a decision. Sometimes, it means that the prospect is indifferent to the proposition and feels that deferment of his decision is the easiest way out. There may be hidden objections, however, which you should try to bring to the surface.
In situations like these, fresh selling appeals may be needed. This is the reason why you should try multiple closes. If you say everything before tying a close, you will have a more difficult time coping with these objections. You have already used up your best ammunition.