76. When should you deny or admit an objection?
Deny the objection if it is false. Admit the objection if it is true.
To answer an objection by denying it is rarely good practice. A denial is justified, however, If the objection is obviously untrue.
Always enter a denial if the prospect questions your own honesty or integrity or that of your company or any of its management. In such a case you have no alternative but to deny it firmly, since a sales person cannot answer that sort of an objection with arguments, reasons, or talk. Look directly at the prospect, and say slowly and clearly, "I don't believe I quite understand what you say." That gives the prospect a chance to cool down and soften what he says.
Another response might be, "Well, fortunately for me that doesn't happen to be the real story," or "I have some facts that do not altogether agree with what you say." Make it clear to your prospect that you are not intimidated and are ready to proceed with your presentation. Denial is sometimes necessary, even at the loss of a sale. Some sales people have won respect with their customers by becoming known as people who could not be intimidated.
Certain objections to buying cannot be overcome-because they are valid, true, and unanswerable. So admit them and drive on. Don't waste time trying to convince the prospect that he is wrong especially if he isn't. If the prospect says, "I'm overstocked now" - and you know that is the truth - don't get into an argument with him as to whether or not he is overstocked. Instead say, for example, "I know how things are at this time of year. However, I have a couple of items you will want to look at because nobody else in this town is offering them and they have proved to be fast sellers."
Because businesses are more complex, there is more for a sales person to learn about the company. A sales person must know his or her own company's policies on product, terms of sale, delivery and credit. In other words, you must have particular knowledge. In addition, sales people today must know more than merely how to sell; they must know how to sell the products of their particular company.
Whether or not a particular selling task is complex or difficult depends to a considerable extent upon the nature of the product. For example, it is easier to sell a simple, non-technical article whose use is immediately apparent than it is to sell a technical, complicated product that must be described, and the uses ,of which must be explained. It is likewise easier to sell a widely advertised line with an established demand than it is to sell an unknown and unbranded product. Selling is also easier in a market where there is little competition than in one that is highly competitive. You need the skill to handle the particular selling problem presented by the nature of the product which is given to you to sell.
Comments:
I have always maintained that you can’t argue or persuade against two things as a salesman, the truth and stupid. If someone is telling you the truth then accept it and move on. If someone has a perception or history with the company that cannot be fixed then thank them and move on. If someone is too blind to look at other options and realize that change is inevitable, move on. You can’t fix “stupid”. I don’t say it lightly - some folks just can’t be educated.
Dave Ferren
I feel that you should never tell a client something you can not produce just to tell them what they want to hear. Always be honest and explain whatever objections they might have with the truth. In cases where the objections are not correct explain with honesty and integrity.
Heath Blanchard
Of course you should deny if a statement a client makes is completely untrue, but there definitely is a way to do this tactfully. I have used the statement “I understand” many times when I am trying to build a client relationship. This statement can be used in any situation when a person is frustrated with a specific instance. You can use this in business and on a personal level.
Many times when a client is frustrated they want to vent. Sales people have to realize even if the conversation is a little heated you are still able to turn that around to build on your relationship. At least they are opening up to you, even if it is focused on the negative at times.
Danah Parmley
If you force somebody to buy something they don’t want or need, they won’t even give you the time of day next time, they will remember the last time you harassed them into a sale. You have lost that customer forever by arguing the point when you just accept it or redirect the objection and possibly just loose the sale instead of the customer.
Morgan Frazier
Objections are one of those things that if its true no matter what you do it will resurface at a later date. But if it's false and you can get the sale. you usually prove it to the customer over a period of time.
Dominick Yarnal
Objections are obviously a natural part of the sales process. But if a customer says he will not buy from you because of poor service or a personality conflict with someone in your company you can use this as an opportunity to create a long term customer by rectifying the situation. If you have a fault and you change for the better people will love you for it.
Crocker Smith
"To answer an objection by denying it is rarely good practice. A denial is justified, however, If the objection is obviously untrue."