Handling Common Customer Objections

There are six common objections coming from your customers. Learn to overcome these six and watch your sales soar.

Jeremy Gritton
Action Powersports

After completing the "Handling Common Customer Objections" course what did you find valuable?

Quite a bit … I found it extremely interesting that all of the buyer’s objections that we hear can be summed up into the same six common objections. Even though these six objections can be disguised into hundreds of different lines it all basically boils down to the same six objections, over and over.

So how is understanding the six objections advantageous for you to sell more units?

By being prepared in advance, it makes me more equipped to properly handle the objection. Also, now that I know that I only need to be ready to handle six different objections, I feel that it is a lot more realistic that I learn scripted replies to all of these objections. What used to feel overwhelming and impossible now seems very obtainable. I can also quickly translate a customer’s unique objection into one of the six.

Why do customers give objections?

A customer’s objection is simply a request for more information. Plus all consumers want to feel like they are making an educated buying decision, so they must ask questions.

Chalk Talk With Dr. Nikki

Handling Objections

^#1 A customer’s objection is simply a request for more information.

^#2 Many small objections can be bypassed by simply giving a quick answer and following that answer with a question.

^#3 Before handling any objection, always empathize with the customer. Customers want to feel that they are being understood and not disagreed with.

^#4 Clarify objections to eliminate possible miscommunications.

^#5 Isolate objections before moving into the close. This eliminates the multiple objections over and over. A great way to isolate an objection is by using the phrase ‘other than’.

^#6 Never attempt to change the customer’s mind. Simply provide new information so the customer can make a new decision.

Isn’t it pushy to try to overcome or handle those objections?

No, not when handled properly. Customers want to feel that you are relating to them and understanding them. There is a difference between pushy and persistent,and the difference is in how you handle the situation. The first step is to always empathize with the customer or tell them that you understand how they feel.

Other than just agreeing with the customer, what is the proper way to handle objections?

It really depends on the situation, but often times it is best to bypass objections and then follow the bypass with a question. Then you can come back to the question at the appropriate time. For example, if a customer says, "What kind of interest rates do you guys have?" You may reply with, "There are a lot of variables with interest rates like length of term, down payment, credit history, etc. We have a business manager that can give you all of the details. Speaking of interest rates, are you looking for two wheel drive or four?"

Is "bypassing" the same as avoiding?

Absolutely not! In the example, the customer will have all of their questions about interest rate answered, but it will be done at the appropriate time with accurate information. This eliminates potential miscommunications and ultimately increases customer satisfaction and dealership profitability.

Jeremy, thanks for your time. Sounds like you really learned this lesson!