Purchasing and Negotiation Training

Editor’s note: Stu Schlackman is a frequent contributor to this blog

"Shorten your sales cycle & increase your win rate through competitive excellence"

We sales pros misunderstand customer objections.  Objections indicate that the customer is evaluating every possibility as they consider your solution.  But it also means you have their attention [a critical step] and they are interested in engaging in a dialogue [a critical next step].  Now you can work toward framing the discussion.  Expect and welcome customers objections.  Respond effectively, in a manner tuned to their personality style.

Objections are healthy

In every sales situation there will be objections at some point that cannot be ignored.  They must be handled for the sales cycle to move toward closure.  Handling customer objections properly builds strong momentum. Some sales training programs state that objections can be prevented others cite objections as an opportunity to dialogue with the customer. The negative effects of objections can be minimized by focusing on the needs of the customer – and specifically, not pushing features.  You are selling to a person.   Address the needs of the customer and remember their needs reflect their personality types.  Use this information on style and preferences as you convey the benefits of your products and services. 

Common objections you can expect from each of the personalities 

• Gold    expect factual objections to the financial aspects of the solution. “What is the return on the investment?”  “How will the solution impact our bottom line?”  “How will it improve productivity or decrease expenses?”  Golds will evaluate the numbers in regards to proposals.
• Oranges  place emphasis on the process of buying.  They want to raise objections.  Oranges also want to know the immediate benefits.  While emotional objections are common for the Orange personality, they like to negotiate since they view this as a game. They will question: “Is this the best possible deal.” “How will I look?  How will my relative position change, if I make the decision go with your company?” 
•  Blue   expect more emotional objections relating to how the products or services will impact the people in the organization, employee morale, customer satisfaction. “Will the decision be well received by the rest of the team?” Objections are related to people and relationships.
•  Green          expect factual objections around the capability of the solution, the technical aspects, and the functionality – where the solution might fit in to the overall technology strategy down the road. “What are some of the alternative approaches to the solution?”  “What is your capability as a company to support the solution in the future?”  

Stu's Four People You Should Know

Turn the objection

 

 Your goal is to meet these objections and turn them into reinforcements for customer decisions.  Customers decide based on their personal and business needs.  Objections come in two types – factual objections and emotional objections.  Depending on the personality style of the customer, you can anticipate, and prepare for receiving more factual objections or more emotional objections. Your goal is to provide answers to these objections tailored to the personality styles of the buyers.  Generate emotions in the customer, personal needs, which reinforce the customer’s desire to pick your solution.  Likewise, reinforce your products support of the business need, as weighted in importance by the specific personality type.