One trick to learn about objections is, if they are general, they are usually dismissable. For example, objections such as "It's too hard," "It's too expensive," or "It's too confusing," don't really tell us much. Anything can be perceived as difficult, expensive, or confusing.
Many times, when you encounter an objection that is general in nature, it will be before you've even had the chance to educate the prospect about your service. But, that's a good thing. If the objection is ambiguous and voiced before your prospect knows much about your product, you are in the perfect position to get down to the details. When you get to the specifics of your service, it will be difficult for the prospect to stick by his objections of difficulty, money, or confusion. Here's how:
Break it Down
Break the objection down into individual parts and find out what specifically the objection is. For instance, if the objection is "It's too confusing" break it down to find out what exactly is confusing. For example, ask the following questions:
"Are the check acceptance procedures confusing? If so, what part of the procedure is confusing?" Chances are the prospect won't have a specific area because he hasn't heard enough about your service to identify a specific problem. This is your opportunity to explain how easy the procedure is.
"Is the pin pad confusing?" Here's your chance to explain the benefits of your equipment.
"Is the floor plan confusing? Are you confused by filling out the form or how to send it in?" This is your opening to discuss the ease of the floor plan.
"Is the close out confusing? What part of the close out procedure has you confused?" This is a prime opportunity to walk through the close out process, do some sample close outs, and let the prospect see how easy it is. Then, have the prospect perform a sample close out herself. She will see it is not confusing.
Here's the important part: As you ask each of these questions and after you have explained that specific part of the service, ask "Is that confusing? Are you still confused?" Don't stop until your prospect says, "No, it's not confusing." When he does say that, he has eliminated his own objection! Now there is nothing between you and the sale!
