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  Overcoming Specific Objections  
 
Overcoming objections is one of my favourite things to do because I love the feeling I get when I win a customer over. For the purpose of this article, we will be using a sales pitch for a night club promotion company called “Victory2 Multimedia” who calls on subscribers to celebrate a birthday at a local night club. The promotion is a giveaway to attract clients to the club and the guest will receive free admission and a free bottle of champagne.

I'm going to give you some examples of specific rebuttals that I would use for common objections that the Victor2 staff deals with regularly. But keep something in mind, if there are specific “uncommon” objections associated with your product, you must have pre-planned specific rebuttals. There is no way around this. You have to be “Johnny On The Spot” with the responses because an objection is an opportunity to win the customer. This is because the prospect is judging you and your company by the way you come off after they object to your product.

A few things to remember..

1) Don't ever, ever, ever repeat the negative! For example, if the customer says to you “I'm broke, I don't have money and I don't want to go to your club.” The worst thing you could do is say: “Ohh, you're broke, you don't have money and you don't want to go?”  Why repeat the objection? Instead, REBUTT it! When you rebutt, always edify the prospect. It may sound like a silly objection to you, but to them it's very real. It's the reason that they can't buy. Edify them by making them feel like their objection is justified, legitimate and important.

2) The best way to overcome an objection is to avoid it all together. It's very possible to do this. This is an advanced technique and as you gain experience in reading people you will be able to predict the objection thats coming. Sometimes its simple to do. For example.. I call some one and they greet me very abruptly, during my intro I hear a baby crying, a dog barking a door bell ringing and the prospects tone and demeanor are short and abrasive. Obviously, this isn't the right time to talk to this guy. Why try to pitch him now... that will only irritate him and he'll end up cutting me short by saying “I'm too busy now.”  Instead of pitching him, I give him the objection first... I acknowledge that he's busy... “Hey John... wow sounds like you're real busy over there. Listen, I'm real busy too but I have something important to talk to you about, do you want to talk now or should I call you later?”  This method works like a charm because either response is good for me and assures that he will listen to my presentation. If I just steam roll the objection he's having I'm going to loose a prospect. That's an easy one to predict, others are not as easy but you can typically sense things in peoples voice tones, reactions and inflections in their voices keep a good ear out for these sort of things.

3) Know the specific rebuttal, have it memorized and ALWAYS CLOSE AFTER A REBUTTAL. Once you overcome the objection they're not going to just jump out and say “OK you win, I'll buy your product now!” It doesn't happen! You have to close, you have to take control and take that first step!

I use two techniques when overcoming objections. Feel, Felt, Found or Exactly. They work with everything. You will still need a preplanned rebuttal, but these methods give you the perfect segue so there is no lag in time. When used properly, they will offer you a seamless transition from objection to rebuttal by providing a moment of pause as you quickly reference the rebuttal in your mind. Remember, the customer is testing you and you can't afford to come off like you don't have an immediate response.

For example, if the customer says to you “I'm broke, I don't have money and I don't want to go to your club.” My response will be something like: “Exactly, thats why I'm calling you... we know that times are tough, we know that people don't have money now-a-days... thats why we've put together this excellent promotion. It's FREE, we're going to invite you in...” etc. The point is I've agreed with the prospect instead of becoming confrontational or implying that his objection is stupid. You may choose to use the     Feel Felt Found approach: “I know exactly how you feel John! I've felt the same way.. the last     time I had a birthday I was broke and it was a bad time, but here's what I found... Victory2 threw a party for me and it was a blast, I got to the club, I was escorted in, my friends bought my drinks all night and I didn't spend a dime! It was a blast! Now I can set up you're party for a Thursday or a Friday which is better for you?”

Notice that I used a soft closed at the end of the rebuttal. A soft close gives the customer a choice between A & B. A hard close assumes the sale and I would just move right into setting the date and telling him when his party will be. I always attempt at least 3 closes but never 4 because I think it's just too much.





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