『Sales Objection Handling Mastery』のカバーアート

Sales Objection Handling Mastery

Sales Objection Handling Mastery

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10月19日まで。※適用条件あり
Sales objections are a normal part of selling. The problem is not that clients object. The problem is how salespeople react when they hear the objection. There is often a moment of brain fog. Then the salesperson recovers and springs into action — usually the wrong action. They start arguing with the client about why the objection is wrong. That effort normally goes nowhere. Sales objection handling is not about winning an argument. It is about understanding what is really preventing the buyer from moving forward, deciding whether that obstacle is legitimate and then determining whether you can solve it profitably. How should salespeople respond when a client raises an objection? The first response to a sales objection should be to investigate it, rather than immediately trying to answer it. What the client initially tells us is often just the headline. There is usually a much longer explanation sitting underneath it. Think of the objection as the tip of an iceberg. We can hear the few words sitting above the surface, but we cannot yet see all the reasoning underneath. This is particularly important in B2B sales in Japan, where buyers may be cautious about expressing every concern immediately. If we jump in with our magnificent answer to the first objection, we may be solving something which isn't actually stopping the sale. Ask questions. Clarify what they mean. Encourage them to explain their thinking. Do now: Don't fight the objection. Expand it until you understand what the buyer really means. How do you uncover the real sales objection? Keep asking what else is preventing the client from proceeding until you have exhausted their list of concerns. One objection may conceal another. Price might be mentioned first, for example, when the real concern is risk, internal approval, confidence in the supplier or reluctance to change. After uncovering the objections, ask the client to rank them. Which issue is the most important? Which one really prevents them from saying yes? Now we have something useful to work with. At this point, make a judgement. Is the highest-ranked issue a genuine and legitimate objection? If it doesn't sound convincing, you probably haven't reached the real problem yet. Keep digging. Salespeople often feel pressure to start selling immediately. Resist it. Diagnosis comes before prescription. Do now: Uncover all the objections, rank them and work on the highest-priority genuine objection first. Should salespeople always try to overcome an objection? No. Some objections cannot — and should not — be overcome if satisfying them would make the business unattractive or unprofitable. Once we understand the genuine objection, we have another judgement call to make. Can we actually provide what the client wants? Can we deliver it in the way they want? Can we do it at a price which makes commercial sense? This is where sales discipline matters. Some buyers engage in what I call "sport negotiating". Winning the negotiation becomes almost as important as buying the product or service. They want to see how far they can push the salesperson, particularly on price. We don't have to play. I would rather build a long-term relationship with a repeat buyer than lock myself into a transactional relationship with someone who constantly bullies suppliers. Do now: Before overcoming an objection, decide whether winning the deal is actually worth winning. How should you handle price objections in Japan? Protect your pricing because once you lower a price in Japan, that reduced figure can quickly become the new ceiling for future negotiations. If you decide that some movement is possible, you then have to judge how far you are prepared to move. Never casually surrender your best price. If you immediately offer the lowest possible figure, you leave yourself nowhere to go when the buyer pushes again. And they may push again. The objective is not simply to close the transaction. The deal still has to make financial sense. This is particularly important where your pricing reflects local Japanese costs rather than a foreign headquarters' assumptions. We recently encountered this with a global automotive company. Their overseas headquarters wanted Japanese pricing reduced to fit their global model. Yet the programme involved was already heavily subscribed at the existing Japanese price. There was no compelling reason to surrender the economics. Do now: Establish your walk-away point before negotiating and preserve enough margin to negotiate without destroying the value of the deal. How can you overcome the objection that a client is happy with their current supplier? You need clear differentiation and a low-risk way for the buyer to experience that difference for themselves. This objection can be tougher than price. Japanese companies often stay with suppliers they know and trust. Changing introduces uncertainty, and the perceived consequences of making the wrong choice may outweigh the perceived ...
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