I would love to tell you that if you say a few magic words, you will be able to overcome all customer objections in your telemarketing call…… but as you’ve probably already guessed, that’s just not the way it works.
Instead you need to look below the surface.
If you take the clients objection at face value, you will often find yourself in a war of words as you both strongly defend your positions. Instead, consider that there may be more at play here.
For the majority of people, their first response is to say “no”, particularly if they are not asked a well formed question to begin with. So instead of trying to find a way to fight against the “no”, let’s accept that it may be coming and work with it.
So, why do people naturally say “no?” Because we are lazy, because we have no emotional connection to what is being asked of us or the person asking it or because it just seems easier!
What I suggest you do is spend less energy on rebuttals to your customers objections and put more effort into helping the client say “yes.”
The way you do that is by making sure your call script guides the client from the very beginning of the call. The most efficient way to do this is by using closed questioning techniques when you need the clients answer to be “yes”.
A closed question is one where there are only a certain amount of options available to answer the question with. Let me give you an example;
Q. Did you have a good day today?
A. Only a “yes” or “no” answer is required
If we were to change this into an open question, it might go like this;
Q. Tell me about your day today?
A. Here we are leaving the person answering with no option but to divulge more information.
Open questions are very useful in your telemarketing call. They are your tool for gathering information on your clients needs. However, an open question is the enemy if you are trying to close the deal.
Let’s go back to what I mentioned earlier…. that you need to look below the surface of your clients objection.
You now know that “no” is just a natural response, so start to see it that way and hear a “no” as your invitation to find out what is really going on for the client. The way to do this is simple – ask more questions.
Let’s explore how you could do this and put all of the techniques we are discussing here together.
In this example I am the telemarketer – I sell mortgages. The purpose of my call is to book an appointment with a client. Let’s skip straight to the closing question;
TM. So John, I am going to be in your area on Monday next week and I can further explain what we are offering to both yourself and your partner. My visit can be after work hours and will only take around an hour – so tell me would 6.30pm or 8pm suit you both best?
You will notice that I have used a closed questioning technique, offering two appointment options rather than asking if he would like an appointment – to which he could more easily say “no.”
Now, this technique alone will often work wonders towards getting your desired outcome. Why? Because you have made it easier for the client to say “yes” than to say “no.”
But what if he does say “no” here?
TM. Is monday not a good day for you both?
John. The answer here will be either No it’s not – so we can go ahead and offer other days and times, or it will be something else….. maybe….
Actually, I’m just not interested.
TM. That’s no problem at all. John can I ask what particular aspect of the appointment you are not interested in?
This is an open question, designed to gather information. Once you know more accurately what the real objection is, you are better equipped to handle it.
What I can tell you is that the majority of objections will be around either time or money.
Time objections are things such as “We are too busy to see you” or It’s just not something we’re interested right now”
Money objections are things like “We can’t afford it.”
Both types of objections can be convenient covers for “We just can’t be bothered.”
My advice is to take away any obligation the client may be feeling. You can do this by….
John. We’re just not interested right now.
TM. I understand John. To be honest, the purpose of the appointment is for me to properly introduce myself to you both and to quickly show you how we could help you, so that if in the future you were to think of re-mortgaging your home, we hope you’d think of us. That’s fair enough isn’t it?
Now as I said John, that visit will only take an hour, so would 6.30pm or 8pm on that monday be more convenient for you both?
Here, we have taken away any obligation that the client had to make a decision on the day of the appointment – take away the fear and you make it easier for the client to say “yes.”
Of course your next task is to do such a great job at your appointment that the client feels compelled to go ahead on the day of your appointment…..but more on that another day.
Our eBook How to Sell Anything to Anyone will give you much more information on overcoming objections. Check it out on our store page.