Persuasive Selling – Overcoming Barriers and Objections

By Thomas Fee

When you are delivering a sales presentation, there will always be barriers and objections to overcome. There are three sources of barriers and objections in selling the environment, sellers and prospects.

Barriers presented by the environment can be dealt with by checking out the facilities and equipment you'll be using ahead of time. Arrive early to check your equipment, size of the room, seating arrangements, access and potential distractions. Correct problems ahead of time and anticipate possible disruptions due to circumstances beyond your control.

Sellers often create their own barriers. These fall into two categories: verbal and non-verbal.

Verbal barriers include:

·         Talking too much or too little

·         Talking too fast or too slowly

·         Talking too loud or too quietly

·         Emotional or abusive language or tone of voice

·         Lack of acknowledgement of others

·         Speaking negatively about yourself or others

·         Complaining

Non-Verbal barriers include

·         Issue avoidance

·         Over persistence

·         Lack of responsiveness

·         Dogmatic assertions

·         Double messages

·         Poor eye contact

·         Excessive questions

·         Too many personal examples or stories

The best approach is simply to be sincere. People, who believe you have their best interest at heart, are more likely to buy from you.

Barriers and objections created by prospects can take many forms. In his book, Getting past No, Bill Ury suggests five steps to use when dealing with difficult situations and people:

1.      Don't react - suspend your immediate response and get the full perspective

2.      Don't argue - listen to the issues and try to put yourself in the other party's place

3.      Don't reject - reframe and find some common ground for discussion

4.      Don't push - give the other party every opportunity to be reasonable

5.      Don’t escalate - use the opportunity to educate

Objections to specific elements of your value proposition may also need to be addressed. The first thing to do with an objection is classify it as:

·         A request for additional information

·         Condition

·         Emotional reaction

·         Rational contradiction

Next, determine whether the objection is:

·         Substantive - addressing the actual content of your proposal

·         Procedural - having to do with the context, or how your presentation is being made

Finally decide whether the objection is:

·         Major (a possible deal killer)

·         Minor (able to be overcome by mere explanation)

Following these simple guidelines will help you to deal in a more effective manner with barriers and objections. It also doesn't hurt to walk toward a person while they are stating an objection. In body language, it says that you welcome their participation and are not afraid to deal with issues head on.

Finally, remember the following general guidelines, when dealing with barriers and objections:

·         Anticipate them

·         Be the first to bring them up

·         Plan your responses ahead of time

·         Welcome them when they are presented

·         Handle them as they arise

·         Listen to the whole story and confirm your understanding before responding

The ironic thing about many barriers and objections to selling is that resolution may not be their object. They may be merely a way of testing to see if you are willing to listen and understand to the prospects concerns. Understand your prospects well enough to know when to listen and when to speak.

Carry on.

Persuasive Selling – Overcoming Barriers and Objections

About the Author:

Thomas Fee is the founder of Performance Management Consultants™. Performance Management Consultants™ is dedicated to providing the next generation of professional development enhanced by technology and coaching to enable users to change their behavior resulting in improved performance.

They have developed numerous programs and processes to enhance the skills, behaviors and activities of managers, sales, client service and pre-sales (SE) professionals. Performance Management Consultant’s™ programs address the specific challenges faced by those working in the areas of business practice known as Customer Relationship Management and Complex Sales.

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