O.K. I'll make this short and simple, so you can spend your time doing something you longing to do...
"How to simply melt an objection (or lots of it) away?"
Well, I'm back from my business trip to Kuala Lumpur and as I promised to you, here's few simple steps you can immediately take. Don't be fooled by their simplicity (in fact they are too simple that they look natural). Here they are...
Imagine your favorite cushion. Yup! Cushion. Done? Now, imagine you somehow slip and fall into it. I'm sure you want to imagine that again, right? And imagine someone else fall into it... isn't he or she going to feel the same? And that's the first thing you want to do when handling objection... cushion it.
Take a typical scenario:
Doctor A: "Your Product Z causes my patients to return and I have to change their prescription! What a waste!"
You: "I can see that it upset you Doctor A, how many of them return?" (Shut up and wait for the answer... this is a cushion)
Doctor A: "A few of them. Check with my nurse."
You: "OK. I'll do that and what was the complain about, doctor, if you don't mind sharing?" (another cushion)
And the second cushion brings us to the next step and it is as important as the first one...
Quantify them. Why? Because in many instances, customer just make things up or spice things up and by asking question that lead them to reveal the amount, the exact numbers, the true figure, you roughly can judge the genuine objection from a smoke-screen objection, just like the wiper in heavy down-pour.
Doctor A: "They said it causes headache which they didn't experience it before."
You: "I see. Other than that, are there any other complaints?" (This is crucial, and you'll see why)
Doctor A: "Some blurred vision and stuff but that's very minor. Headache is the worst effect."
I explain what you just did. You just took the third handling objection simple steps which is...
Adress the main, the most important, the most relevant objection. Cut the hanky panky and get to the most adressing concern, in the above scenario - the headache. Why this is crucial? I tell you why. You address the 'big' one, the small just vanished! Like the genie from Aladdin's lamp or like my paycheck before the month end ;)
You: "Well Doctor A. Headache is one of the side effect listed in our packet insert. Numerous safety data studies show that the incidence is less than 2% which means if you prescribe Product Z to 100 patients today, 2 of them will experience headache. It's documented and we're not denying it. And if you just lower the dose, or combine it with Drug C, usually the headache just go away, according to many of your peers experience. Does this explains it all Doctor A?"
And that's the last step to take...
Explain and Reassure. Simple, consice, factual, straight to the point explanation will do and always... always reassure them that you can take care of the matter.
Let's sum up the steps... first you cushion it, then you quantify it, and move on to offer explanation and reassure that you'll deliver.
That's all to it and contra to 'other' handling objection techniques, you can use this script and steps to almost any products, any social styles, and any market you're currently in.
How To Simply Melt An Objection (Or Lots Of It) Away
Handling Objection...As A Start
I think it is too awkward to begin with handling objection in sales techniques but hey, I'm a contrarian remember?!
Imagine yourself in a doctors' room, and he or she was just finished seeing a patient. Questions run through your head like gushing wind. "What are we going to talk about? What am I to say here? Can I make a quick exit?." And the doctor turns to face you...
"Yes, what can I do for ya today?"
Gulping your own saliva, you begin...hastily..."Well doctor, I would like to talk about bla, bla, bla." Talking to you at that moment are likened to shooting machine-gun; rat-tat-tat-tat , and all you can think of is to get the hell out of there ASAP. Inside, you can hear yourself saying,"Hey, it's understood. I'm new. What to expect, right!" Sweat begins to form. You can almost taste it on your forehead.
And this scenario usually happen when you are new. If you are a veteran, you will invariably begin by saying,"Doctor, the medication that you prescribe to one of your patients the other day, I heard from the nurse it works wonders!"
"Says who?!", came back the reply..."...my patient returns and I have to change the prescription! What a waste..."
The veteran salesperson has been waiting all along for this -the 'objection' - and in this case, it's a technical objection.
I'll tell you another story how to handle this kind of objection in my next post when I return from my business trip to Kuala Lumpur. I'm sharing you this because in my previous post, I mention why pharma industry is almost recession-proof. If you recall, the whole industry operates on a single dogma: if you think treatment is expensive, try disease.
That statement alone took care almost any objection you can conceive. Give it a try. Who knows, you'll be smiling all the way to the bank after that.
What Drive This Industry?
Question They Ask Me...
I put up a new thread on my favourite forum last 3 days and the tittle was:
