OBJECTIONS
OBJECTIONS ARE SOMETHING PROSPECTS USE TO CONVINCE YOU TO MOVE ON TO THE NEXT PROSPECT...
Wouldn't it be nice if you could select just the candidates that you wanted to work with, and that they would all be what we call a "lay down" sale?
We've all had these...those prospects that just can't live without our franchise, and who never ask any tough questions, and who never pose an "objection". They just lay down and beg for you to "sign them up".
Unfortunately, with a lot of increased interest in franchising, there are a plethora of "prospects" out there looking for opportunities and, the tendency among too many franchise salespeople is to hurry up and get through the list to find the lay downs...
UNTIL YOU LEARN HOW TO EFFECTIVELY DEAL WITH OBJECTIONS, YOU WILL CONSISTENTLY LEAVE AT LEAST 70% OF YOUR BUYERS ON THE TABLE.
What, then, is an "objection"? When you get one, is your prospect "objecting" to what you said, or to a particular part of your program? Of course not! It's not human nature to routinely disagree with information, facts, or figures.
What's really happening is that your prospect is saying: "Mr. Franchise salesperson, you have failed to build enough value in my mind regarding this particular point, I am confused, and I would like you to give me more information so that it becomes clearer in my mind."
Too often, defensive posturing and weak knees (lack of skill) on the part of the franchise salesperson results in the prospect exiting the sales pipeline. Too bad...Well, maybe the next one will buy...
FOUR STEPS: LISTEN, ASK, ISOLATE, ANSWER.
LISTEN: Listen very carefully to what your prospect said. Make absolutely
certain you understand exactly what was asked in the "objection".
ASK: Ask a question before you answer. "I'm glad you raised that question. Is there some reasonwhy this is a particular concern to you?". (Listen again)
ISOLATE: Respond by saying "Good, I'm glad you clarified that for me, now I understand."
Next, say "Before I answer your question, is this the only issue?" (Find out what else is on the prospect's agenda) Next, say "If we can handle this in a satisfactory manner, can we continue to move forward?" GET THIS COMMITMENT!
ANSWER: Relay your answer in the form of "benefits" to the prospect, and always use the word "you". "You will benefit by...you will gain....", etc. Remember, at this point, prospects only care about themselves and want to know
"What's in it for me?"
