When a decision maker raises an objection or says “no”, you can’t afford to assume that you know the reason behind their objection. Most of the time the decision maker will volunteer a reason why they have responded in such a manner. So you need to find out the reason behind the question or objection so you can gain the opportunity to closely target or customise your selling message to their particular concerns. When a customer asks you a question, you could easily answer “Yes” but gaining an understanding of the intent of the question, will give you a better understanding of the decision maker’s requirements.
For example if the decision maker asks “How soon can you deliver or when can you start?”; you could simply say “immediately” but it wouldn’t help you gain a better understanding of the reason behind the question. You should ask a question that will help you SEARCH out the true requirements. Consider asking “How soon would you need delivery or how soon do you need us to start?” The decision maker will normally respond putting you in better position to answer the initial question. So the first step is to SEARCH for the reason why a decision maker is objecting or questioning your proposition.
CONFIRM
The second step to this process is CONFIRM. Once you have successfully SEARCHED for the reasons behind the questions or objections and you have a clear understanding of them, you need to CONFIRM them. This is a simple process of restating what the decision maker has told you. Not only will you get the reason behind the question but you will also demonstrate to the decision maker that you are interested, listening and have a clear understanding of what they have been telling you. Confirming your understanding should be delivered in the form of a question so the decision maker can either agree or correct your understanding of the situation.
OBSERVE
The third step to this process is OBSERVE. Although this is a specified step of the SCORE process you should always be observing your customer and look for subtle changes of expression or body language. However, when handling questions and objections this is even more important and a critical factor to your success. How the decision maker responds to you during this process will give you an indication of how you are progressing. Look for subtle changes in facial expressions and head movements. Are they nodding or shaking their head? Are they frowning or smiling? These and others are non verbal indicators that you need to take notice of.
REACT
The fourth step to this process is REACT. You have now SEARCHED for the decision maker’s reason for their objection or question, CONFIRMED their concerns and OBSERVED their reaction. With all this information at hand it is now time to REACT in a positive manner. Being positive is the most important aspect of your response and it should be reflected not only in your response but also in your voice tone, body language, facial expression, energy and enthusiasm.
To develop a habit of reacting positively, first do your homework and anticipate the kinds of objections you may face. Write them down and develop clear, succinct responses. Know your product and services well, as this will make it easier for you to REACT efficiently and positively. Doubt will ruin you.
EXIT
The fifth and final step to this process is EXIT. This is where you EXIT the process of handling the question or objection and move on. To EXIT the process, you can ask the decision maker if your response has answered their question or if they have any further reasons why they won’t proceed with the purchase. You could simply ask them for a buying commitment.
Whichever way you decide to EXIT the process you must be sure that you have satisfied the decision maker’s original concerns. Repeat the process as many times as required to ensure you have satisfied their concerns and you think they are ready to buy.
MASTERING THE “SCORE” PROCESS
The “SCORE” process – SEARCH, CONFIRM, OBSERVE, REACT and EXIT – provides you with an overall strategy for dealing with questions or objections, from those you may encounter from the decision maker’s secretarial screen through to the final objections before they sign the order.
WARNING – These five steps must become automatic and second nature to you. You won’t master it overnight. Mentally rehearse it with imaginary scenarios.
I wish you all the best in handling questions and objections in your future sales calls and I would like to hear from you if it has made any difference. Comment on this article at http://www.yourvirtualcoaches.com. Good Luck.
