Sales objections are quite common in retail, especially for merchants who are selling high-ticket items such as furniture or electronics. Usually, these objections come from customers who are unsure, uninterested, or aren’t ready to buy. And while it would be wise for you to respect shoppers’ choice to hold off on a purchase, in some cases, you might be able to nudge them in the right direction or actually close the sale.
In this post, we’ll be tackling some of the most common objections retailers can encounter when selling to customers. Go through them and see if you can apply them in your business:
Before anything else: Read customers and don’t be pushy
While the tips below should give you some ideas on how to respond to customer objections, it’s important that you first read each shopper and determine the right course of action. For instance, if a shopper is in “just looking around” mode, then it’s probably best not to go for the hard sell. There’s no one size fits all approach for every customer, so don’t apply these tips blindly, and don’t be pushy or dishonest.
That said, let’s dive into the objections below and discuss how you can overcome them:
Objection #1: “It’s too expensive.”
Pricing concerns is probably the most common objection that you’ll encounter. And in this case, you’ll first have to identify why they’re concerned about the cost. Is it because the product is really out of their budget or are they having trouble seeing the value of the item? Is it because they think can purchase it for less elsewhere? Whatever the case may be, figure it out prior to launching your spiel.
If shoppers feel that the item is out of their budget, perhaps you can talk about how the product can save them money in the long run. Will it lower their energy bill? Will it “pay for itself” in the long term?
If it’s a matter of getting customers to see the value in a product, then you’ll need to come up with specific benefits that would justify the cost for the shopper. Before getting into this though, you first need determine why the shopper is looking at a product, as well as how and where they’re going to use it.
Objection #2: “Isn’t this cheaper online?”
If you’re dealing with shoppers who think they can get the same product for a lower price online (or who are already price checking with their phone), then you can bring up the “hidden costs” that come with Internet purchases.
Michael Patrick, founder and president of retail training company MOHR Retail, says that retailers can bring up the fact that consumers don’t have to pay or wait for shipping. Merchants can also emphasize that buying the product in person means they know exactly what they’re getting and can avoid the hassle of having to return an item because it doesn’t meet their expectations.
“Often the customer isn’t thinking about these ‘hidden costs,’ Patrick adds. “And the fact is, loyalty doesn’t come from the lowest price. It comes from salespeople who are authentic and trusted and who demonstrate that they’re looking out for the customer.”
Objection #3: I need to consult with my significant other first.”
If the shopper needs the approval of their parent, significant other, or boss before making a purchase, then figure out the concerns or objections of the third party and then address them while you still have the original customer with you.
Also try to encourage the customer to bring their partner/parent/boss along to the store, so you can speak to them directly, determine their concerns, and close the sale. In some cases, trying to get the other person on the phone may help, but doing so might make you come across as being pushy or that you’re rushing the customer.
Again, the best way to deal with such objections is to ask questions, assess that situation (i.e. do they really need to consult with someone else or are they just using the authority figure as an excuse?), and react accordingly.
Objection #4: “I’ve had a bad experience with this product or brand in the past.”
First, sympathize and apologize for the inconvenience or problems that the shopper encountered. Empathize with the customer instead of being on the defensive immediately.
Secondly, find out what the problem was. If it’s an issue that you’re already aware of, then you should have the knowledge or response to address their concerns. For example, you can say that the problem has been fixed in the product’s latest model or recommend another brand that doesn’t cause the issue.
It’s also important to reassure the customer that they won’t have a similar problem again. Demonstrate that their issues have indeed been addressed, and throw in a guarantee to further alleviate their concerns.
Objection #5: “I need to think about it.”
When you encounter the “I need to think about it” objection, don’t make things uncomfortable by trying to dissuade the customer or rushing the sale. Instead, accept their response by saying “I understand” or “No problem” to put them at ease.
Depending on how they respond, you may be able to grab a chance to a) address underlying concerns; or b) give them a bit of nudge in the right direction. But you’ll have to play it by ear to figure out the right approach.
Addressing underlying concerns can be done by first determining why they need to think about it. Is it an issue with price? Are they wary of encountering problems with the product? Whatever the reason is, figure it out and address it accordingly. (See tips above.)
On the other hand, if you already know the reason why they need to give a purchase more thought, and you did your best to alleviate those concerns, then you should give them time to consider the decision. But perhaps you can make the choice easier by instilling a sense of urgency. For example, you can say something like “Just a reminder, our sale ends next week,” or something similar.
Retailers, we’d love to hear from you. What other sales objections have you encountered on the sales floor? Tell us in the comments!
About Francesca Nicasio
Francesca Nicasio is Vend's Retail Expert and Content Strategist. She writes about trends, tips, and other cool things that enable retailers to increase sales, serve customers better, and be more awesome overall. She's also the author of Retail Survival of the Fittest, a free eBook to help retailers future-proof their stores. Connect with her on LinkedIn, Twitter, or Google+.