by Joe Bonura , CSP
The List Goes On
- Your price is too high!"
- I have to speak with my spouse!"
- I need time to think about it!"
- I will let you know in a few days!"
The list goes on and on and on. So how do you handle an objection?
It Is Simple Really
If you approach the overall sales process correctly, the job of
overcoming an objection is a simple process. I always begin a call
with the intention of building rapport. When calling on a health
insurance prospect, as soon as we entered the house, I noticed a
collection of clown statues, clown paintings, and a photo of a gentleman
in a clown costume.
I discovered the woman's husband liked clowns and that he was
a weekend clown at children's parties. I found the subject fascinating,
and we spoke about it for several minutes. I transitioned to the
purpose of my call by asking, "Why are we here; why did you
agree to visit with us?"
There Are No Dumb Questions
The sales person, who had accompanied me, was visibly shaken that
I would ask such a dumb question. The prospect gave me the obvious
answer that I had hoped for, "Because I would like to look
at the possibility of health insurance." My next question was,
"I know that, but why Anthem Blue Cross/Blue Shield?"
She went on to explain that she was an admittance nurse at a local
hospital, and that when someone showed her the "Blue Card,"
it meant something special.
Worth The Difference
Later in the process, when I gave her our quote, she commented
that we were higher in monthly premium than a competitor. She needed
some time to think about whether we were worth the difference in
cost. I immediately reminded her how she felt as an admittance nurse
when someone showed her the "Blue Card." She said, "You
are right; I guess I will go with Anthem."
The Beginning Is the End
I had actually handled the objection at the beginning of my presentation,
not at the end when the objection was raised. If you know what your
most common objections might be, begin your presentation by answering
the objections up front and using that argument to close in on the
answer when the objection rears its ugly head.
It Is Never Too Late
On another occasion with an Anthem agent, we called on a pet store.
The owner apologized that a competitive insurance agent had called
on him, and he had already signed up with him. He did not want to
go through the whole process again. I thanked him for his candor
and immediately started to talk about my dog Muffin. After building
rapport, I found out that he would be paying $20.00 a month more
with our competitor. In spite of that, he insisted that the hassle
of changing was not worth the twenty dollars a month difference
Create A Visual
We were about to say our goodbyes when I reached for a box of
doggie biscuits. I told him I wanted to bring them home to Muffin.
I asked him how much he made on each box of biscuits that he sold,
and he replied $2.00. I countered, "So what you are telling
me is that in order for you to pay the additional $20.00 a month
in insurance costs, ten additional customers a month need to come
in and buy a box of these biscuits?" By creating a visual picture,
I made him think in a totally different way and convinced him to
go with Anthem. We walked out with a contract.
Dig deeper and find out what the real objection is before you give
up and hit the road. Don't wait until the horse is out of the barn
before you close the door. Selling is a three-dimensional process
and not a one size fits all solution.
© 2016 Joe Bonura & Associates, Inc.