The Real Objection

Clients and prospects often give new salespeople objections that are hard to overcome. Try this approach instead:

Instead of countering the objection with a statement that your radio station is good/better/best, listen carefully to the client’s objection. Then restate the objection as a question.

For example, the client says, “Your radio station is not right for me.” The salesperson says, “Why do you think my station is not right for you?” The client says, “I’m not satisfied with radio’s results.” The salesperson says, “Why are you not satisfied with radio’s results?”

If the client goes through three or four objections and the salesperson refuses to overcome the objections but instead asks a question each time, the client will continue to define and redefine his objection, coming closer to his true objection.

Once the salesperson finds out what the real stumbling block is, he/she can counter the objection in a low-key manner and help bring the sale closer to a positive conclusion.

Letting the client define and redefine his objection through a series of statements allows the client to vent a bit, and gives the salesperson more information for a successful sale.

Remember, there is only one true objection. It is, “I do not believe that if I buy this advertising from you, it will do me enough good to justify the expense.” If the salesperson can help satisfy this objection, presenting a logical way in which to help the client sell goods and services, that salesperson’s close ratio will increase significantly.

– Peter Rinaldi, KAIN, Natchez, MS

Taking It Away

Recently I accompanied one of our sales people to a prearranged appointment with an auto dealer. The decision-maker – the sales manager – was downright rude, saying “You’re the eighth radio station in here today, you’re not right for us, I don’t have time for this.”

Rather than fighting with him, I told him, “I agree. I don’t think we’re the right medium for you,” and told him why. I then encouraged him to consider two or three of the other stations who had called on him, thanked him for seeing us, and went to leave.

His tone changed completely. He followed us out, saying this was a bad time but we should talk further. In other words, by taking it away – by taking away his defensive objections – we got his attention and respect, and positioned ourselves as marketing consultants instead of spot peddlers like everyone else.