Why Objections Are Necessary in Sales

When I worked at Apple Computer as a Sales Rep there, I used to hate objections. Still now I get bothered by them, but they are what you need in order to sell effectively. Often I would build rapport, ask open ended probing questions, and offered the right computer for a particular prospect, with the right software and accessories to suit their needs. 

I would then ask if that's what they are looking for, and they would say yes. I would ask them if they could see themselves using the computer and items I recommended, and they would say yes. But when I said, "Great let's check out now so we can get this order placed," the prospect would then say, "No." 

So why is it after I asked them if they are confident in my solution and that they can see themselves using the computer they still stay no? The reason is there's still a grudge the prospect is holding that is keeping them from completing the order process. People hate making decisions, especially big decisions. And if you purchased an Apple computer, you made a huge investment. 

So you have to asked something like, "Ok I asked you the kind of work you'd be doing, and you approved of the solution I've given you related to what you'll be doing. What's holding you back from completing this order?" I've used to ask these types of questions to dig in to see what was keeping them from saying yes. And at that point, they'll be open to explain why. Sometimes however, you have to back track and ask them questions pertaining to their current lifestyle. A question like, "Now you said you have a current project for school, when is that project due?" is a good way to find out how you can convince them that purchasing now is better than waiting. 

One important thing though. If your prospect maps out several reasons why they can't buy now, you either didn't do a good job at probing, didn't provide the right solution to their problems, didn't listen to their answers, or didn't map out the benefits that'll suit their particular needs. So now you will have to back track and start all over again, which can be a factor in terms of time to the prospect. I'll have an example of an objection that I overcame in my next posting.