Chapter 28: Using Objections to Close the Sale

How Many Objections Should You Answer?

• Answer 2-3 objections before attempting to close.
• Differentiate between questions and objections.
• Use eye contact, tone, and voice inflection effectively.
• Ask: "Is this the only thing which stands between you and ownership of [product]?"
• If the prospect has only one concern, cover the objection, and make a positive statement in question form.

The Talking Pad Close

• Use when a prospect has multiple objections.
• Write down each objection on a notepad as they are expressed.
  • Example: Price, Service, Guarantee.
• Confirm with the prospect that addressing these concerns will lead to a positive decision.
• Handle each objection one by one:
  • Price: Handle by referencing previous chapters (5 and 24).
  • Service: Use customer reviews and company credentials (e.g., Chamber of Commerce, BBB).
  • Guarantee: Emphasize the integrity and stability of the company.
• Remove each objection as it is resolved.
• Use trial closing questions: "Is that fair enough?", "Does that make sense?"

Shining a Light on Competition

• Acknowledge the competition instead of avoiding them.
• Comparisons can highlight the strengths of your product.
• Show limitations of competitor products without putting them down.
• Empower customers to make informed decisions.

The Punt and Prey Close

• Use when you temporarily forget how to handle an objection.
• Compliment the prospect's interest and insight to buy time.
• Recall the answer while expressing the importance of their question.
• Answer the objection once you remember the response.

The Alternate of Choice Close

• Useful for in-house and retail salespeople.
• Offer the prospect a choice between two positive outcomes.
  • Example: "Would you like to take the product with you, or shall we deliver it?"
  • This technique was popularized by Elmer Wheeler.
• Helps prospects make decisions without feeling pressured.

Handling Specific Objections

• Loyalty to Current Supplier: Ask a series of questions to shift the focus from the supplier to the prospect's own interests.
  • Get agreement on the prospect's loyalty to themselves and their bottom line.
  • Use logical arguments to highlight the benefits of switching suppliers.
• Similar Products: Agree with the similarities but highlight the unique strengths of your product.
  • Use analogies (e.g., comparing an original Rembrandt to a reproduction).

Closing Tips

• Be calm and assured; don’t become defensive.
• Use the prospect's own words to lead them to a positive decision.
• Ask trial closing questions to gauge readiness.
• Maintain professionalism and focus on the prospect's satisfaction.

The Right Experience Close for Job Seekers

• Tailor objections about lack of experience into sharing personal qualities and readiness to work hard.
• Highlight qualities like dependability, truthfulness, and willingness to work extra.
• Use a brief, confident sales talk to convince the employer.
• Close with a statement and a question: "When do you want me to start?"
• This technique can be adapted for all job seekers, not just teenagers.