Scripting Our Objection Responses

As I travel around the country meeting with Salespeople I am so amazed at the lack of preparation that most have in overcoming some of the basic Customer objections. So many still use the old, “If I could would you?”, “What will it take to earn your business today?”, and the most popular, single word most state when an objection is presented, “Why?”

These responses do not work. They make the Customer very defensive and sound childish. When responding to an objection your only goal is to get the Customer to have second thoughts as to why they have just made the statement. And these responses must be scripted, written out in advance, rehearsed and internalized.

There are two things you need to remember about scripts.

First, Scripts are not good because they’re “Canned”….. they are “Canned”, because they are good.

And second, Scripts are only good…..if they are YOUR scripts.

We’ve all been exposed to the telemarketer calling us with a presentation of some kind that is so obviously “Canned” that it immediately turns us off. Why? Because we know the presentation is virtually being read from a “Script”, and not coming from the heart.

If the individual was so passionate about what they wanted to present to us, could they not speak to us within their own personality?

It is very important to have scripted responses, but only if they come across as a natural response.

I want to share a true story with you that actually happened to me when I first started selling cars.

When I started selling cars back in 1979 I was very young and my desk was on the showroom floor and directly behind an older Salesperson. His name was Tommy St John. Now Tommy was about 65 years old, a bit overweight, was completely gray and wore bifocals. In essence he looked liked someone’s grandfather.

Back then we received very little sales training, and were always told to find a mentor on the showroom floor and watch them closely, and then do as they do. To listen to their verbiage and watch their mannerisms, and then again, do as they do.

WOW!….what a mistake that turned out to be, at least for me anyway, especially in this particular situation.

You see, Tommy had this closing technique that I thought was so cool.

After sitting and negotiating with a Customer for a period of time, Tommy would very casually pause, sit back in his chair, fold his arms, bow down his head, look out of the top of his bifocals, and say exactly this, “Folks, enough is enough….and I am getting tired. This is the price, the price is not going to change, and it is a great price. So either buy the car or move on and shop at another dealership”.

The amazing part is that most people would just agree with him and buy the car. That is right. That crazy verbal technique worked!

The problem is this. It only worked for him, and under his circumstances.

The point I am trying to make, is that I agree with and fully endorse scripting, but only if it is YOUR script. That is, that you have fully internalized the presentation or response.

Again, I stress, that the scripted verbiage is “Canned” because it’s good. It is not good because it’s “Canned”.

But as a follow-up to that statement, I am going to add that it is good only when it becomes your canned response, and not that of the author who wrote it.

Now, you will find certain presentations and responses that someone else has created that you really like and think they will work for you, and if that is the case, then I encourage you to use them. Never be afraid to add your own personality to that script.

The goal is to internalize what needs to be done, and once you “internalize” something, it then becomes second nature, and you no longer have to “think” about what you are saying.

If you truly want to be the best you can be, then I encourage you to write out all your scripts and then learn them. But again, YOUR scripts!

Just think about the added confidence you will have once you are prepared to respond logically and intelligently to any objection you could get from a Customer. No more “shooting from the hip” or responding in ways the Customers have heard over and over throughout the years.

And once you have done this your responses will be fresh, non-confrontational, and logical. And never forget, you can’t argue with “logic”.

David Lewis