Here’s another fallacy taught in most sales training programs – how to overcome objections. The minute you try to overcome an objection you have positioned yourself as a salesperson.
When being sold to we all become defensive, protecting ourselves and shutting down. So if you try to overcome an objection you make the customer defensive and you damage your relationship.
Instead of thinking about an objection as something to overcome, recognize it for what it is – a question, concern, problem, confusion or other issue that is in the forefront of the customer’s mind. In this moment, bring three things to the table – listening, empathy, and generosity.
Listen to understand. Throw out the normal business default mode of listening to judge and find flaws. Throw out your agenda of what you want to sell. Merely listen to understand.
Empathize. Put yourself 100% in the customer’s point of view. Think about the issue as they are. As Chevy Chase said in Caddy Shack – be the ball.
Be generous. Once you understand, offer solutions. It doesn’t matter if the solution is your’s or someone else’s. Just offer a solution that works.
Embracing the customer’s challenge, understanding it, and helping to find a solution puts you on the customer’s side of the table. You’re collaborators, working together. The salesperson persona fades away and the relationship gets stronger.