Gerencia de objeciones (Inglés)

Objections Management. Objections happen. If you perform the sales or persuasion process well, you will succeed in seriously reducing the number of objections, but they may still happen. Objections can be transformed into an opportunity. For example, you can increase understanding of the other person's circumstance and to get closer to them, building a more trusting relationship.
Listen. Before you can act on the objection, it helps a great deal if you can understand properly not only the objection but also the thought and emotion behind it.
Find the objection. First, listen some more. Ask questions that elicit the background and detail of the objection. Listen not only to the objection but to the emotion behind it. Seek to 'read between the lines'. The objection as stated may well be a cover for the real objection. Probe for more detail. Ask 'what else' and 'how come'.
Find remaining objections. Find out whether there are any other objections. Ask 'Is there anything else'. Tip the bucket. This can cause you more work now and it may seem that it is better to let sleeping dogs lie. But if you do not do so, then when you get towards what you hope is closure, they may easily pop up to frustrate you once again.
Accept. Once you have discovered the objection, the next stage is to acknowledge not only the objection but the person, too.
Accept the person. First and throughout, accept the person. Accept that they have a right to object. Accept that you have not fully understood them. You do not do this by saying 'I accept you' or anything like this. The simplest way is through your attitude. Objecting can be a scary act, and people can fear your reaction. By not reacting negatively, by accepting the objection, you also accept the person. By accepting the person, you build both their trust and their sense of identity with you. You also set up a exchange dynamic where they feel a sense of obligation to repay your acceptance.
Accept the objection. Accepting the objection means understanding how it is reasonable, at least from their current viewpoint for them to object to what you may believe is an excellent offer. It also means accepting the work that addressing the objection will require of you. Objections can be frustrating and if you object to the objection, you will have a mutual stalemate.
Commit. Now it is time to get serious. With the increased understanding and trust, you have an ideal opportunity for a trial close.
Get their commitment. Get a commitment from them such that if you can satisfactorily address their objections, they will agree with you and make the purchase. This is also a good method of identifying further objections. If they say no, then loop back and elicit these. Eventually, they will run out of objections. If you can address these, it's in the bag.
Make your commitment. This is also the point where you may well be making a commitment to them, to resolve their objections. This may be difficult and cost you in various ways, from calling in favors from other people to putting in additional effort. The decision you have here, is 'Is it worth it?' Persuasion is often an exchange, and you always at liberty to back out.
Explicit action. Now it is time to address the objections, to take explicit action on the commitments made. There are two types of objection: real ones and accidental ones. Accidental objections are where the objection is due to a misunderstanding. Misunderstandings are usually easy to address, with an apology and an explanation. Real objections take work, but if they can be resolved, you've got the sale!
Persuade your way through. Persuading your way through an objection means working to change the way they view the objections. You can wear them down such that they no longer view the objection as being worth pursuing. You can also change the way they view them more positively such that they have an 'aha' experience that leads them to perceive the objection as being no longer important.
Concede your way through. You can also concede your way through, giving in and effectively buying their commitment. If they object to the price, you can always lower it. If they don't want it now, you can come back next week. Concession can be both a useful approach, especially if you are in a hurry, and a threat. If you give them an inch, then they may want to take a mile. But this is not necessarily so, and a prepared concession strategy can pay dividends.

Objections handling.

1. Listen. Stop! Do not try to jump in at the beginning - this may cause further objection. When you interrupt them, you are objecting to their objection. If you refuse to listen, then their next steps may well be towards the door. Use active listening methods, nodding and physically showing interest. They are trying to tell you something that will help you sell to them, which is a gift from them to you. If you do not listen, then their next step may well be towards the door.
2. Question. As appropriate, ask some questions. This not only shows you are interested in them, but it also gives you more information with which to make the sale. As you question them, watch carefully for body language that gives you more information about what they are thinking and feeling. Remember that this is not an interrogation, and that giving them the 'third degree' will turn them off. So keep your questions light and relevant. You might also tip the bucket at this time, asking them if there are any more concerns (=objections) that they have, and which, if you can resolve them, you might gain a close. It is not always necessary to ask questions. Be deliberate about what you are doing if you do.
3. Think. Now before you dive into objection-handling, think! What methods will work best with them? Should you take a direct and confrontational approach or should you use the soft-soap to finesse the situation? Or maybe you should put it off to another day (but only if you can be sure that you can return to the selling situation). Thinking is a good thing where you are adding a little pause into the proceedings, thus demonstrating how you are taking their objection seriously.
4. Handle. This stage may sometimes only be a few seconds after they object or it may require more time in the previous three steps. Now, when you are ready, use the objection-handling method that you believe will work best. Or make up your own. You are under no obligation to try and force-fit a method where it is unlikely to work.
5. Check. Finally, check to find out whether your objection-handling worked! Ask if you have answered their question. Ask if there are any more concerns. As necessary, handle outstanding objections. Then go for the close.

Closing. There are many closing techniques and there are some common tips that are offered to make closing even more successful.

ABC. ABC is a common term which stands for 'Always Be Closing', which is both good and bad advice. ABC is good advice when it is used to keep in mind that you are always aiming towards a close. It is bad when you just use it to mean battering the customer to death with a barrage of unsubtle closing techniques. Selling can be a lot like fly fishing. If you tug hard on the line, it will snap and the fish will get away. The best method is a gentle coaxing that gradually brings the fish in to shore - although sometimes when they are spooked you have to let them out again and calm them down further away.
Silence after. When you have used a closing technique, be quiet afterwards and let them respond. If you just keep talking, then you may miss what they have to say - like 'yes' for example. Silence also builds tension and will encourage them to respond - and a response to a well-put closing question will hopefully be positive.
Watch emotions. Watch out for the other person not only in what they say but also in the emotions behind the words. Never try closing when they are in a negative emotional state - you will only cause further objection and possibly anger that means they will never buy from you again.
Over-closing. It is not unknown for sales people to talk their customers into closure then carry right on and talk them out again. You can over-do closing and it requires a close sensitivity to avoid this trap.
It is often the fear of the other person saying 'no' that often causes a sales person to keep on talking. You must have faith and also accept that when they say 'no' it is no real comment about you. If you take rejection personally then you are probably in the wrong job.
There are no bebacks. When a customer says 'I'll be back', sales people in many different situations know that this is just an excuse to leave. Thus, it is said, 'there are no bebacks'. The consequence of this is that when customers say they will be back, you cannot count on it and should treat this as if they will not and decide either to move to the next customer or redouble your sales efforts.
Closing need not mean a sale today. In some situations, there are bebacks. In fact any business sale may require that the sales person make many visits and a multi-million dollar deal can take years to set up.
When you can meet the customer again, then you can have intermediate goals and closure may just be and agreement to meet again. It can also ask for commitment to certain acts such as getting you information or looking at a website. Generally, if you are getting the other person to commit to some action, you are moving the sale forward.
Horses for courses. In all of these methods, remember that all closing techniques are appropriate only in particular circumstances. This can include the emotional state and readiness of the customer. It also depends on the sophistication of the customer. A professional buyer in a big company has been on all the sales courses themselves and can see a closing technique coming from several miles away. Using simple methods with sophisticated buyers will only serve to annoy them, so rather than treating the situation like one-off selling, use more relationship selling methods, seeking to understand them and meet their needs, both professional and human. Everyone, even buyers, like to be treated with respect, and if they do catch you being a bit crass, then apologize and be more careful where you tread!