Finding the hidden objection

Posted: April 16, 2020 | Categories: Leadership, Sales

“There are two reasons that people do something…The real reason and the one that sounds good”

-J.P Morgan

One of the most frustrating challenges a sales professional faces is getting to the real reason that prospects hesitate to commit.  Brace yourself for a harsh reality:  Prospects don’t always tell the truth.

Years ago I worked for a training company that specialized in leadership and communication skills.  Much of the training involved presenting in front of a group of 35 people – something that many adults fear.

One day I was meeting with a candidate for one of our extended courses, and we came to the point where it was time for this person to say “yes” and commit to the training.  We hit a stalemate.  Here is how the conversation went:

“So John, is this something you would like to go ahead with?”

(John) “Well, that class is on Tuesday evenings, and that is not a good night for me.”

“I can understand why you would want a night that works for you.  What night would be better?”

(John) “Thursdays are OK”

“So if we could find a class on Thursday evenings, that would work for you?”

(John)  “Well.  No”

“John, it sounds like there is something that is causing you to hesitate.  Can I ask what it is?”

(John) “Well, you said there was a lot of speaking in front of a group.  I am very uncomfortable with that”

Now I had the real objection, and I could deal with it.  I talked through the process of how the presentations are done, and when I got through explaining, he was comfortable going ahead.  If I had not kept “peeling the onion” and reach the real objection, he would not have gotten involved in the training, and that would have been a shame.

Remember, with gentle persistence, make sure you are addressing the right objection, and be prepared to defend your position.

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