Customers who are not ready to decide on a purchase often come up with objections, statements about what is holding them back. You can overcome these objections if you are prepared to respond to them in a calm, rational way. Often, all that customers need is more information to make them feel more confident about their purchase.
In these situations you need to be careful not to start an argument with a customer or belittle the customer’s concerns. In fact, you might decide to agree with a customer to a certain point but then show the customer a different way of thinking about the purchase. For example: “I know that buying new windows is a big investment, but let’s look at what you can expect to save in energy costs.”
There is a saying: “If life gives you lemons, make lemonade”. Although this is something of a cliché and not 100% applicable, it gives a good example of how you can deal with customer objections by turning them to your advantage.
Naturally, people will be reluctant to part with money that they have worked hard to earn, and will not want to spend without being absolutely convinced that the spending has been worthwhile. This means that they will be on the look-out for things that will make the purchase less worthwhile. Your task as a salesperson is to hear and understand their objections, but convince them to look at things differently.
