Whether you make physical or online sales, whether you sell solar lights or online training, the objections of your future customers are omnipresent. This is why the elimination of objections is an unstoppable subject in sales training. However, it results in most cases to keep at all costs a positive link with the prospect. This is not the best solution …
Here’s how to respond to the objections of your future clients, according to Patrick Renvoisé and Christophe Morin, authors of the book ” Neuromarketing, the nerve of the sale“.
The primitive brain: the real decision maker
We have 3 brains:
- The reflective brain: he’s the THINKER;
- The intuitive brain: it’s the one who FEESS;
- The primitive brain: it’s the one who DECIDES.
The primitive brain is our survival brain. It is an ancestral organ, hence its name reptilian brain.
He is very sensitive to emotions, which means that most of the time, we make our decisions in an emotional way before justifying them rationally.
For example, you buy chocolate bread in a bakery when you are not hungry, just out of greed. Your purchase is purely emotional. Imagine the taste of chocolate in your mouth to activate the feeling of pleasure.
By eating it, you say to yourself ” it’s perfect, I have my jogging earlier, it will give me energy“. Did you follow me? You are trying to justify yourself rationally.
As you will have understood, it is more interesting to address the primitive brain directly when dealing with objections, rather than just responding to your prospects by trying to keep a positive link.
Respond to objections
Most of the objections raised by your prospects therefore come directly from their primitive brains.
These objections are triggered by fear of making the wrong decision. They are often said to be the last step in the buying process. And that’s true. They show that your potential future client is making a decision.
Here is one of the most frequent objections: ” it’s too expensive“.
Of course, we all want to pay as little as possible for a product or service. But do you observe two seconds: are your shoes the cheapest on the market? Your pants? Your smartphone?
Of course not. You bought the item you need because the seller has shown you the value and the evidence for the item.
Here’s how to do it in four steps.
Step 1: Rephrase your prospect’s objection
This is a principle of active listening as old as the world, but essential. Your future client will feel heard, because you have been able to rephrase their words.
So if he tells you that the price for this laptop is too expensive, you can say ” it seems that you want to get a computer that does not exceed a certain amount. Is this your concern?“.
Step 2: Take a step forward towards your future client
Remember: the primitive brain is very sensitive to emotions. And the objections he makes are driven by fear.
By taking a step forward towards your interlocutor, you send him a strong signal: you are not afraid of his objection.
Take this step forward as you rephrase it.
Step 3: Form your own opinion
The primitive brain is selfish. Imagine.
You are walking down the street when suddenly a car pops up out of nowhere and hits a young man. Your intuitive brain (the one that feels) will make you think ” the poor ! He needs help ! I hope it’s not too bad“.
However, your primitive brain will say to itself ” phew, luckily it wasn’t me“. Because he only thinks about your survival.
This is why you must now disclose your own opinion to the prospect. The primitive brain being purely selfish, formulating what you think will establish a direct connection with the primitive brain of your future client. You use your credibility to convince him of your point of view.
Step 4: Present the positive counterpart of the objection
Most objections have what Patrick and Christophe call a positive counterpart.
Too high a price is a reflection of better quality. A late arrival on the market means better durability of the product. Old technology means reliability.
In short, each objection has its positive side.
But beware : remember: a purely rational approach will not work. The primitive brain is receptive to emotions. So present the positive counterpart with an anecdote.
” It reminds me of a friend who was formerly myopic, and who hesitated between two options: to have his eyes operated for not too expensive, but with a long painful healing period, or to be operated with the latest machine based on the most advanced technology. at the moment, without a healing period, for almost twice as expensive. What solution do you think he chose?
Although you think this computer is more expensive, it will give you the peace of mind of the most reliable and efficient solution. When the health of your business is at stake, would you take the slightest risk?“.
Of course, your prospect will not magically change their mind. But his primitive brain will begin to weigh your solution against the risks of a cheaper solution.
Your story will work slowly but surely in your favor.
Make a list of the objections that are most important to you. Because it is difficult to reframe an objection ” Instinctively“, And find an anecdote. So prepare a mini speech for your most common objections.