Sales Resistance

Prospects usually show resistance against buying products by pointing out real or
imaginary hurdles and by voicing objections. In analyzing sales resistance, you will
need skill in the accurate and rapid appraisal of people and their motivations.

A prospect’s expressed sales resistance is either an obstacle or an objection. An

obstacle may be real or unreal; an objection may be sincere or insincere. Objections,
even if insincere, should be met with utmost courtesy. You should try and make the
customer feel that he/she is not under any kind of pressure in taking the decision.

Handling Of Obstacles
Obstacles are real or apparent reasons that the prospect has for not buying. If the
obstacle is real, it precludes the consummation of the sale. But if it
is apparent, there are ways to circumvent it.

For example, if a prospect says, he is facing a temporary shortage

of cash, it is an obstacle, not an objection and you can help him/
her by giving the finance option, if possible.

Some obstacles can be circumvented, others cannot. When an obstacle arises, you
should determine whether or not there is a way to get around it. If you recognize the
specific obstacle and know a way to circumvent it, the next move would be to
present the solution to the prospect.

Handling of Objections
You must have come across one or more of statements such as follow:

       “Maybe I’ll buy one soon”.

       “I want to discuss it with so-and-so”.

       “I’m not ready to buy yet, but I’m sure I will be in the
near future”.

       “Your product looks good. If I ever have a need for it, I’ll
let you know”.

       “I need to consult somebody before taking a decision”.

       “I never buy anything the first time I see it”.

        “I want to shop around”.

       “I need to think over”.

Objections are a part of a sales presentation, in absence of which, you will be just an
endless talker without any interaction with the prospect.

So actually an objection from a prospect is the salesman’s chance to prove his/her

point. Therefore you should view objections positively by removing the doubts from
the mind of the prospect.

There are various reasons why the prospect might raise an objection; some
of them may be as follows:

 The prospect may not be fully convinced about the product, its features and
benefits.

 The prospect may want to test your knowledge about the product.

Most common Objections and their solutions

There could be many types of objections such as:

      Objections to Price: Generally prospects object to higher prices or tend to

compare the prices of the similar products in other outlets. Solution: Offer
substitutes that are cheaper variations of the product or try to justify the
price by convincing the prospect about the superior characteristics of the
product vis-à-vis similar cheaper products available in the market,
alternatively, offer some discount or offer the product on an installment basis.

      Objections on Quality: Many prospects raise objections in terms of quality,

design, size, durability, material, packaging, etc. Solution: Give ample proof
to the prospect by showing pictures, videos, appreciation reports by the
existing customers, export orders, invoices, expert opinions, etc.
Alternatively, highlight the superior points of your product in comparison with
other similar products available in the market.

      Objections on Payment: Some prospects raise the problem of availability of

ready cash. Solution: You can offer the product on credit, if possible or even
offer it on installments.

      Objections on After-sale service: Some prospects object to the guarantee

of after-sale service that they are assured. Solution: You should convince
them by showing ample proofs in the form of recommendations and
references of happy and satisfied customers.

      Objections on the timings to buy: Some prospects object to the timing
and would simply like to postpone purchase to a future date on the pretext of
 buying a newer model or a cheaper version. Solution: In this case you
should try to convince the prospect that he /she might end up buying a more
expensive product in the process or that a lot of time might lapse

Steps to success

Step 1

Write a list of the ten most common objections customers rise.

Step 2

Write them out on cards.

Step 3

On the reverse of each card translate those objections into questions and write the
answers you will give to the question and the close that follows it.

Step 4

Practice them.

Step 5

Share information about objection handling with your colleagues in the sales
meetings.

Step 6

Maintain a positive attitude at all times towards objection handling.

Objection handling is in reality answering questions and an objection is

often the customer’s indication of buying willingness.