When employees get into a debate, there are bound to be specific objections or questions in nearly every circumstance. How one handles the questions and responds to queries often determines whether one achieves his required results. It is essential to know that all questions fall into two categories, either
- technical;
- emotional.
If the first presentation has been adequately projected, the vast majority of problems are emotional. The primary technical objection is primarily financial, while it takes a finer “ear” to know each emotional complaint correctly.
The same five steps are utilized in all circumstances. The finesse comes with being extra comfortable with the listening, concept, and believing in the above steps. All major marketing and sales organization teaches this, on a daily basis, to some degree. The five fundamental steps are:
- Restate the question or objection— This is important so that you are responding to the genuine objection and not opening up a Pandora’s Box by answering something that is not the person’s concern. A simple way to do this is to say something like, “So you’re, at the moment, concerned about… ” (Understand the problem may be about a reliability, guarantee, ability time commitment, capacity, etc., but it is important that you ask, and get a reply and acknowledgment from the person). Also, remember the primary “ZTL” rule – – – “zip the lip.” Do not talk until the other individual responds and answers your question, and if you are not sure of the meaning of the answer, seek the answer again until you are sure! The ZTL law says that the first individual to respond “loses.”
- Respond to the objection– Conversationally, Calmly, adequately answer the problem.
- Empathize (Don’t just sympathize). This can be easily done by saying something very similar to, “I can nicely understand how you feel; in fact, I have felt the same very way, until I recognized and learned a few things…”
- Restate your proposal – – – “So in light of this info, and because you’ve told me that you… “
- Re-close – – – “Doesn’t it make any sense to…?” Then ZTL! I repeat, under no situation speak. It would be best if you let the other individual say maybe, agree, or present another problem. If they now give another complaint, repeat the five fundamental steps! Keep doing this in a loop!
Then, if you genuinely believe you have done this long enough— and after a minimum of 2 times using the five steps, there is one more “fall-back” position – – – Say, “May I make a suggestion?” Then, again, zip the lip. Wait– force yourself — it rarely occurs that someone will say NO to making a suggestion while they may say “No,” eventually to the suggestion, however. You must get the other person into that “nodding–yessing” mode, because this can be a great lead-in (or “trial close”) to eventually overcoming the objection, and acquiring a commitment.
I want to stress that this works. I have used it hundreds and hundreds of times in numerous industries, organizations, charities, and personal situations. I have taught thousands how to use these techniques effectively. It initially takes some coaching and then some practice, but once someone has perfected this technique, their “closing ratio” improves incredibly!
