When you’re on the phone you’re going to encounter resistance to your phone pitch. Your ability to successfully overcome objections is critical to your success. At this point, it’s not just what you say, but how you say it that can mean the difference between an appointment and a “forget it”.
Your first inclination may be to say “No, you’re wrong – and here’s why.” If you phrase your disagreement like this, you’re in for a short conversation. Click. It’s over. This is an example of the importance of knowing when and how to disagree. Here’s a quick primer on what to say and how to say it.
Say their name – At the first sign of an objection, immediately say their name. We’re basically polite people, so when we hear our name we tend to stop – and listen. That’s your goal. You’re just trying to grab their attention so they’ll listen to you.
Empathy statement – Next, tie your prospect’s name to an empathy statement, such as “I understand what you’re saying” or “I see where you’re coming from”. You’re essentially saying “I disagree with you; here’s why…” but in a non-confrontational way. People don’t mind if you disagree with them as long as you aren’t argumentative. There are any number of good empathy statements – don’t be afraid to use your imagination and come up with more.
Connecting word – One of the most important things you can do now is segue between telling your prospect that you disagree with them into an explanation as to why you disagree. For this, you’ll use a connecting word (or phrase), such as “however”, “yet”, or even “on the other hand”. You can use your imagination and come up with any number of connecting words or phrases that will work splendidly.
Your prospect will generally be OK with your disagreeing with their opinion as long as you’re not disagreeable. One caveat: NEVER use the word “but” or any word or phrase that will be perceived by your prospect as being negative. If your suspects you’re engaging in verbal combat, they’ll dig their heels in for a fight and that’s a battle you’ll lose every time.
Putting it all together – Here’s what a complete response to an objection might sound like: “Mr. Jones, I can appreciate what you’re saying; however, one of the benefits of…” Remember, the purpose of this exercise is to respond to and overcome an objection, and secure an appointment, or accomplish a specific goal. You can’t accomplish your goals if you can’t keep them on the phone. This helps you do that.
The goal of this strategy is to give you an opportunity to overcome a telephone objection. It works wonders and will keep your prospect on the line long enough to explain your position. Will it guarantee your success? Nope – that’s your job.