Overcoming Objections

Having objections arise during the sales process is a very good thing--it means the customer is still interested in your product or service. As long as they are still talking to you, you have a chance to make the sale.

One type of objection or inquiry you will get regards the customer's preference for a specific brand--a brand that your company doesn't sell. (Obviously if you have the brand and they want it, then you just sell it to them!) If this is raised at the start of the sale, its probably not a real objection.

If the customer starts out with "Do you sell 'Brand-X'?", then I simply reply with "why do you want 'Brand-X'?" Usually its going to come down to either it was recommended by someone, they've used it in the past, or some feature they've seen advertised appeals to them.

For example, the customer has asked for a specific brand and I then ask why she wants that brand. She answers, "my dad was a mechanic and he always used 'Brand-X' tires on his cars."

My reply would be, "Your dad gave you good advice because 'Brand-X' developed some of the early technology that gave them a head start on other manufacturers. One company that has advanced technology in recent years is 'Brand-Y' (your brand). I bet if your father was making a recommendation today, he might recommend 'Brand-Y'."

Instead of attacking the source, I just recast the first brand as good, but outdated and my brand as new and improved. Whatever it is that attracts them to 'Brand-X', you simply turn around and apply to your brand in a greater degree, without attacking the source of their recommendation.

If the customer suddenly expresses a brand preference later in the sales process, perhaps when you are closing, then it is a true objection. Again, simply question to find out what attracts the customer to that brand and apply the same advantage to your brand. I bet you could sit down today and write out several possible responses to this type of objection.

To be good at this technique, you need to know some facts about the brand you carry and competitive brands--but every good salesperson knows that, don't they?