• Dave Lemmon

When an Objection isn't an Objection (and what to do next)

The thing I love most about my new role is the amount of time I am able to spend in the stores of my clients. Seeing them in action, how they work with customers, how they manage leads, all makes me better at my job. Yesterday, I was able to do something I haven't done in quite a while...sales training.


One of the reps for the store was sitting with a customer and wrapping up. They had presented the price and payment on a vehicle the customer really loved, and the customer leaned back in their chair and after a moment said:

"That's a lot of money"


The sales rep did what sales reps often do, started overcoming the objection. There was explanation of the cost of the car to the dealership, the money they'd since put in, and possible ways the payment could be reduced. The problem is...that wasn't an objection. The customer didn't say it was too much money, they said it was a lot of money...and it was. Half the places my cash goes...happily...in my life are "a lot" of money.


While what the customer said sounded like an objection, it was really just the sound of them reasoning out loud on their path to a purchase. The sales rep jumped in the path and blocked the way. Now there was possible payment options, there was questions about the value because of an unneeded explanation, the clear cut offer was more murky. The customer walked after 30 or so more minutes of back and forth.


All because the sales rep didn't shut up.


It is instinctual for a sales professional to be ready to pounce on an objection and much less their nature to be quiet. This is exactly why and how we talk ourselves out of a deal. Don't get in the way of the customer's process and journey, you're the guide not a traffic jam. Sales is talking...but sales is also listening...and sometimes sales is silence.



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