Overcoming
Objections
In Network Marketing,
A "No" Isn't Always A "No."
by Michael L. Sheffield
Marchr 17 ,
2003
Question: I'm new to network marketing and like the idea of building residual
income. But I'm getting discouraged. I think my products and my business
are the best, and I don't understand why I run into so many objections
when I'm selling or trying to recruit someone. What could I be doing wrong?
Answer:
You're dealing with the age-old sales dilemma of overcoming objections.
Every network marketer who is successful at selling his or her product
and recruiting others quickly learns to overcome an objection by turning
it to the customer's advantage. The key to overcoming objections lies
first in understanding why the prospect objects. Here are some common
objections:
• The prospect wants to say
yes, but has limited funds. Basically, she wants you to show her why she
should spend her money for this. When it comes to recruits, watch for
signs of fear. Take steps to reassure your prospect that she can recover
the investment quickly. Most companies have a generous buyback policy
if people find the business is not for them. Point out the company's buyback
policy on resalable inventory.
• The prospect doesn't understand
what you're saying. Often the person doesn't want to appear ignorant and
therefore gives a negative response. Never assume a prospect understands
everything, regardless of the person's background in business. Ask your
prospects frequently if you're explaining things clearly.
• The prospect has a difficult
time making decisions, large or small. You have to help her decide.
• She's doubtful she can be
successful in the business. Reassure her.
• The objection is really
a question. Your prospect wants more information.
•
Something you've said or done has offended the prospect. There is no obvious
way to overcome this emotionally based objection.
So how do you overcome objections? Here are four
steps:
1.
Add information. Start by telling the prospect: "I'm
glad to hear you say that. I know exactly what you mean," or "Thank
you for bringing that up; it's a good point. In fact, many people who
have taken advantage of my company's opportunity have had that same thought."
Then present the information that dispels the perceived problem.
2.
Treat an objection as a question. For example, if the
objection is one of delay, say, "Yes, I understand your point, but
the question is whether this is the right time to join my company, correct?"
Or, if the prospect claims he can't afford it, reply, "That's an
intelligent approach. You're wondering if you can handle this investment
without upsetting your budget, aren't you?"
3.
Find out if the voiced objection is the only one. Ask:
"That's a good point to consider. Your question is whether this is
the smart thing to do right now, isn't it?" When he replies it is,
follow up with: "Well, you do like the program, don't you? If you
were sure cost wouldn't present a problem, would there be no other objections?"
Basically, you need to ask the prospect, "If you could satisfy yourself
on this one point, you wouldn't have any objection to starting immediately,
would you?"
4.
Use the same line of reasoning as the prospect's objections.
Agree wholeheartedly with the prospect. For example, say: "Mr. Prospect,
you are so right! You can't keep taking on additional obligations forever.
But really, this opportunity doesn't add obligations--it helps you remove
them! Here, let me show you how it can."
Other
Habits to Avoid
1.
Try to pinpoint and understand the objection. Many prospects
get lost when the sponsor sums up the objection too quickly and doesn't
hear the prospect's entire objection.
2.
Never interrupt, anticipating what the person is trying to say.
You'll probably misunderstand and offend the prospect. The person will
be much more relaxed and receptive if you let him finish the question.
3.
If possible, delay confronting a prospect's objection until you've
completed your presentation. However, don't appear to avoid the
question entirely ("Mr. Jones, that's a good point. I'll answer that
in just a minute, OK?"). Chances are, you'll answer the question
in your presentation, but if the answer is not to his satisfaction, he'll
raise the question again.
4.
Don't place undue emphasis on any objection. It may simply
be a question.
5.
Never treat any objection as an unjustified question, either
by facial, vocal or body expression.
6.
When answering an objection, avoid an argument by using
such phrases as "I suggest" and "as you know."
I hope some of these tips help you overcome objections. Learning to recognize
the real meaning of objections is a key factor to success in network marketing.
________________________________________________________________________
MLM Consultant Michael L. Sheffield is the CEO of Sheffield
Resource Network, a full-service direct sales and Multi-Level Marketing
(MLM) consulting firm. He is also the co-founder and chairman of the Multi-Level
Marketing International Association (MLMIA).
