Yesterday we broke down the power of having a system to use for answering sales objections. Then we talked about the first step to answering objections which is to validate what the person has said.

Today we are going to talk about the second step in the system for answer objections which is to clarify the objection. Once our prospect or client knows that we are listening to them by validating their objection, we must figure out what they are truly objecting to.

The dictionary defines “clarify” as: to make clear, easier to understand, to clear up confusion or uncertainly. This is exactly what must be accomplished because many objections are ambiguous or a wondering generality. To answer someone’s question properly, we take it from that generality to a specific.

How that is done, you might ask. The answer is very simple. You asked a question back to them. And this is important to understand: The person asking the questions is in control of the conversation. I repeat, the person asking the questions is in control of the conversation.

Many times we feel obligated to answer a question as soon as they are finished or sometimes even before they are finish asking. We do this because we want them to feel that we know all of the answers. The reality is, 9 times out of 10, they are not going to judge you by the speed of your response, but by the quality of your answer. The quality increases exponentially with the clarity of the information you have received.

So, how we do this? Well, there are number of the different ways and everyone will have their own style. Some of the questions that are great to asked are:

*  Can you tell me more about that? 
*  How do you mean?
*  What do you mean by that?
*  Can you help me understand more?

There is no right or wrong here. There will usually be a good, better and best. Try find a “question style” that works for you.

An important reminder though is the validation. If someone asked a question or objection, do not fire the question back to them. If they say, “I think I need some more time,” do not say, what do you need time for? Slow down, validate, and then clarify.

If they say, “I think I need more time.”

A great validating and clarifying response would be:
“Oh of course you need more time in making an important decision like this. Let me asked you, do you need more time to decide if you want to work with me or is it that you need more time to figure out if this is the right product for you?”

Here is another example of a prospect objecting over the phone.

If they say, “Send me more information.”

A great validating and clarifying response would be:
“Oh yes, I am glad you asked. I would happy to send you some more information. Let me ask you, do you want to see more information on our specific product lines or on our credentials?”

Give them some good options and get them to be specific. You will see exactly what they want more clearly. By clarifying, you will open a dialogue. Continue to dig deeper by asking more questions to clarifying exactly what your prospect wants from you. That digging and drawing up a hidden objection would be our topic tomorrow.

Be Free!

Tom Weber
VP of Sales

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