An Objection – Is it True or is it False – You’d Better Find Out, Fast!

Do you ever feel your customer is just making you try to jump bigger and bigger hurdles before they give you their business? In our training videos and classroom courses you’ll often hear us talk about False Objections.

A false objection is some concern or issue raised by the customer that has no real grounds. The reason the raise it at all is to give them a reason for NOT doing business with you. There can be a number of reasons for this but the important thing is for you to recognise the difference.

In our video series on overcoming sales objections we cover this in more detail. Check it out.

If you don’t you can waste an awful lot of time and effort.
If a customer raises a true, genuine objection you MUST respond to it. But if the objections are false you need to be careful.
Why do customers raise false objections? The most common reason is that they are talking to you NOT because they want to buy from you BUT because they are using you as a yardstick to either:

  • Show evidence to their employer they have investigated the market for other options, or
  • To collect information they can use with the supplier they want to buy from and get a better deal. In other words use your pricing to beat up their preferred supplier.

Either way, they are going to make you believe they want to buy your offering even though they have no intention of doing so.
Professional buyers can be very clever about how they do this so you have to be very alert. The most obvious signal is when the customer raises an objection and you give them a solid, strong response. Then they raise another objection, so you answer that one. Then another and  another.  Each time the objection sounds weaker and weaker. After a while even the least experience salesperson will realise this piece of business is going somewhere else!
What do you do about it? When you realise the objections are false just ask the question. “Before I answer your question, are there any other concerns you have?” In other words, get all their objections out on the table. If this doesn’t work just be very open and ask the closed question “If I can give you answers to your questions will you place your business with me?”

If they say yes you can get down to business. If they fumble or say no you know it’s time to move on!

Mike Willshare

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