The Best-Kept Secrets to Dealing with Sales Objections - Engine Builder Magazine

The Best-Kept Secrets to Dealing with Sales Objections

Here are what I’ve discovered to be the best-kept secrets when it comes to dealing with sales objections.

1. Accept the fact that the single greatest cause of sales objections is a poor sales presentation. If you don’t follow the eight steps of the sales cycle (1. Build rapport; 2. Fact-find; 3. Identify the need; 4. Identify the solutions; 5. Build interest and value; 6. Ask for the sale; 7. Close the sale; 8. Resell the service), if you rush through your presentation, or if you don’t believe in the service you’re recommending, then sales objections are bound to occur. So, the first place to start in handling objections is in mastering your presentation. In all cases, make sure that you build rapport with the customer, offer options whenever possible, build ­interest and value in the benefits of your service rather than the parts and labor, and give the prices last.

2. When you hear an objection, it’s a cardinal rule that you need to listen, learn and be thankful. When a customer gives you any 91071saleslocke_00000045496kind of sales objection, they’re telling you that they’re interested, but there is something that is standing in the way of them
authorizing the service. As sales professionals, we need to be thankful that they are expressing their concern rather than just leaving. First and foremost, when a customer voices a concern, you should never interrupt them. The more they talk, the more comfortable they will feel with you, and the more you will learn about the questions and concerns they have. You should also make a point to never disagree, because all that will do is alienate the customer by proving them wrong. You may win the battle of words, but you’ll lose the sale. Instead, you should say something like, “Well Mr. Jones, based on what you’ve just told me, I can see why you would feel that way. Let me tell you what we’ve discovered…”

3. Follow the Elite-recommended five-step procedure for dealing with sales objections:

  1. Hear the customer out.
  2. Feed the objection back to the customer to assure you understand them: “So what you’re telling me Mr. Jones is that you feel you can get the same job done for less somewhere else, am I correct?”
  3. Respond to the objection. This is where you answer their questions and resolve their ­concerns.
  4. Confirm your response: “So does this all make sense now, Mr. Jones?” As soon as they agree, you should ask for the sale again.
  5. Change the subject: “Now will you need a ride back to your office?”

4. Know when to quit. One of the most common questions we get at our Masters Course for service advisors is, “When do you quit
when a customer continues to show interest?” My philosophy is pretty simple. If I sense that the customer is becoming frustrated in the least bit, I quit. If I sense that I’m becoming frustrated in the least bit, I quit, because I’d never want that frustration to show through to the customer. And, lastly, when I feel the customer fully understands everything that has been recommended, and why, when I have answered all of their concerns in a professional way, and they have still decided to pass on my recommendations, I quit.

5. Record yourself. One of the best tools you can use as a service advisor is a digital voice recorder, and one of the best habits that you can develop is recording your presentations and then reviewing them as soon as possible. When reviewing your voice recordings, pay close attention to your tonality, your listening skills, the delivery of your presentation and whether or not you followed the sales cycle. Just assure that you abide by any local, state and federal laws regarding the recording of others, regardless of whether the customer is at the counter or on the phone.

6. Lastly, bear in mind that service advisors are sales people, not clerks. It is the job of an advisor to help customers make difficult decisions that are in their best interest. If you never put money ahead of people, if you sell from your heart rather than based on the dollars and if you follow these recommendations, then a number of things will occur. Beyond just becoming a better service
advisor, you’ll be able to easily handle those sales objections, and, most importantly, you will be helping a lot of people at the same
time.

You May Also Like

Utilizing Instagram

“When we started, we had no business at all… that’s when I started using Instagram,” Yaghoubian says. “Back then I didn’t know a lot about social media, but it works for business really well, and especially the automotive industry on Instagram.”

The Industry has changed, so should you.

“One picture I posted got 7,600 likes, it reached 112,000 people, I got 982 profile visits from that post, 758 people saved it, and 208 people sent it to other people,” says Aaron Yaghoubian, owner of Arlington Machine in Riverside, CA, talking about an Instagram photo he shared in August of an Evo 8 short block project. “You can’t beat it. Some engine builders are over here crying, but they don’t want to use something that’s free. They have the device in their hand, now download the app and do it.”

Higher Revving Education

We’ve all seen the ads in magazines and online for schools, classes and seminars on tuning an ever-increasing number of engines and even transmissions in today’s cars and trucks. The better ones will include the use of a chassis dyno to show real-time results of the step-by-step methods they teach.

Chassis vs Engine Dyno

We spoke with a couple shops that utilize both dyno types to get their take on the advantages, disadvantages and reasons to have one over the other or both.

Tradeshow Season

While the rest of the world tends to slow down in the fourth quarter, our industry is starting to rev up. That’s because it’s tradeshow season, and the excitement for next year is always palpable!

OE Parts vs. the Aftermarket

Many of your customers believe that OEM parts are better than aftermarket parts. We wanted to dispel some of the myths once and for all. Without getting into the mud about which brands are better. It is important to note that not all parts are created equal, and this includes both aftermarket and OE replacement parts.

Other Posts

Setting Up an Instagram Account

The old saying goes, “A picture is worth 1,000 words.” Well, in the world of social media, that same picture is not just worth 1,000 words, but could also be worth thousands of dollars in new business for your engine shop. By now you’ve likely seen our features on setting up and utilizing Facebook for your business. Next on our ‘to-do list’ is an introduction to Instagram for those of you who haven’t started utilizing this social media platform.

The Potential in Differential

Is growth part of your business strategy? It comes in a lot of different forms, but when it’s adding a new service offering or product for your customers, it can be nerve-racking at the very least. The additional investment in tools, equipment, training or people weighed against the unknown outcome leaves you holding all the risk, unless there is something that’s a perfect fit.

How To Put Your Facebook Page To Work

A couple months ago, we walked you through the setup of a Facebook business page. Hopefully you’ve gone ahead and created that page and took some time over the last couple months to play around with ways to engage with an audience. If not, go back and check out the February issue. It’s worth your while to do so!

Intellectual Property Rights Enforcement

Once you’ve obtained your IPR, then what? What can you do when you find another person or business violating your patent, trademark, or trade dress? Below, we take a closer look at the steps you can take to enforce your IPR against unauthorized use.