Avoiding objections can be done by holding your tongue and not providing a solution to a prospects need too soon. When a prospect gives you need either implied or explicit, make sure you follow up with implication questions to build up the need. You see, amatuer salespeople jump in too quickly to resolve the buyers needs with advantages about their product. What you need to be doing is giving the benefits after you have built up the severity of the need to it’s absolute highest, making the propsect realise that their needs are explicit and something must be done about them.

WRONG WAY

Seller (Problem Question): Has not being ISO Certified stopped you from winning better jobs?

Prospect (Implied Need): Yes, it’s the way everything is going, all our prospective clients are requesting it.

Seller (Advantage): Great, we can get it done for you so you can start winning those contracts.

Prospect (Objection): From my experience it is quite a long process…

RIGHT WAY

Seller (Problem Question): Has not being ISO Certified stopped you from winning better jobs?

Prospect (Implied Need): Yes, it’s the way everything is going, all our prospective clients are requesting it.

Seller (Implication Question): So, I assume you are missing out on alot of jobs right now then?

Prospect: Yes we missed out on a council contract the other day

Seller (Implication Question): What was the value of that contract?

Prospect: $1.2m… Yeh..

Seller (Implication): We have identified that you should be winning all these jobs I mean you have the manpower and the experience right?

Prospect: Yes

Seller (Implication Question): So how does it make you feel losing out to your competitors?

Prospect: Frustrated mate we just need them ticks I reckon

Seller (problem question): So.. If you need them so badly what has held you back from getting them done either by yourself or someone like me?

Prospect (Implied Need): We just don’t have the time to do it! I’m completely swamped.

Seller (Problem Question): I can tell your run off your feet.. How soon do you need this done, do you have a time frame?

Prospect: Well, within 6 weeks would be good. We could get away with it but would be good to have it before then.

Seller(Needs-payoff): What if I told you we can do all the work for you in 4-6 weeks, minimal involvement on your behalf, no disruption to your business, what would that mean for you?

Prospect: Well I can continue to train my new staff and focus on this project we have in Campbellfield at the moment.

Seller: Ok, so if I have this right… Most of your clients are saying you need ISO and you are losing big money on contracts you should be winning at the moment… What has stopped you back is that you are time-poor and you need it within 6 weeks preferably. You need somebody who can grab the bull by the horns and do all the work so you can focus on your highest and best use in the company.. Is that right.. Have I missed anything?

Prospect: (Explicit Need) No, that’s spot on it’s definately something we have to do.

Seller (Benefit): Ok, from what you have shared with me here I know we can help here, infact I think we are a perfect fit. So, May I tell you abit about our 3 pillars and why we get the results we do?

The Moral of the story is that you need to probe when a customer tells you their needs. Find out all their needs by delving deeper into them – Yes I understand, So this is happening, how else and what else is this problem impacting? Build up their needs.