It was there I came across an old favourite objection handling device, LACE. It’s funny how much we read and then forget, or let good techniques fall by the wayside.
Objections happen. If you perform the sales or persuasion process well, you will succeed in seriously reducing the number of objections, but they may still happen.
Objections can be transformed into an opportunity. For example, you can increase your understanding of the other person's circumstance and to get closer to them, building a more trusting relationship.
Here is a simple mnemonic to help you LACE
L=Listen
Before you can act on the objection, you need to understand properly, not only the objection but also the thought and emotion behind it.
Find the objection
The first rule of objection handling is to listen to it. Ask questions that get the background and detail of the objection. Listen again, not only to the objection but to the emotion behind it. Read between the lines.
The objection may well be a cover for the real objection. Probe for more detail by using the, 'what else' and 'how come' questions.
Find remaining objections
Find out whether there are any other objections. Ask 'Is there anything else'. Tip the bucket. This can cause you more work now and it may seem that it is better to let sleeping dogs lie. But if you do not do so, then when you get towards what you hope is closure, they may easily pop up to frustrate you once again.
A=Accept
Once you have discovered the objection, the next stage is to acknowledge not only the objection but the person..
Accept the person
Accept that they have a right to object., and accept that you have not fully understood them.
You do not do this by saying 'I accept you' or anything like this. The simplest way is through your attitude. Objecting can be a scary act, and people can fear your reaction. By not reacting negatively, by accepting the objection, you also accept the person.
By accepting the person, you build both their trust and their sense of identity with you. You also set up a exchange dynamic where they feel a sense of obligation to repay your acceptance.
Accept the objection
Accepting the objection means understanding how it is reasonable, at least from their current viewpoint for them to object to what you may believe is an excellent offer.
It also means accepting the work that addressing the objection will require of you. Objections can be frustrating and if you object to the objection, you will have a mutual stalemate.
C=Commit
Now it is time to get serious. With the increased understanding and trust, you have an ideal opportunity for a trial close.
Get their commitment
Get a commitment from them such that if you can satisfactorily address their objections, they will agree with you and make the purchase.
This is also a good method of identifying further objections. If they say no, then loop back and elicit these. Eventually, they will run out of objections. If you can address these, it's in the bag.
Make your commitment
This is also the point where you may well be making a commitment to them, to resolve their objection. When you commit to this course of action you may have to negotiate or in some cases call in favours.
The decision you have here, is 'Is it worth it?' Persuasion/Negotiation is often an exchange, and you always at liberty to back out.
E=Explicit action
Now it is time to address the objections, to take explicit action on the commitments made.
There are two types of objection: real ones and accidental ones. Accidental objections are where the objection is due to a misunderstanding. Misunderstandings are usually easy to address, with an apology and an explanation.
Real objections take work, but once resolved, you've got the sale!
Persuade your way through
Persuading your way through an objection, means you’re working to change the way they view.. You can wear them down such that they no longer view the objection as being worth pursuing. You can also change the way they view them more positively such that they have a light bulb experience so the objection is no longer important.
Concede your way through
You can also concede your way through, giving in and effectively buying their commitment. If they object to the price, you can always lower it. If they don't want it now, you can come back next week.
Concession can be both a useful approach, especially if you are in a hurry. If you give them an inch, then they may want to take a mile. But this is not necessarily so, and a prepared concession strategy can pay dividends.
Thats Lace now I’m now going to revisit my sales techniques especially objection handling techniques.
Paul Johnstone is the founder of
The Paradigm Shakers
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©Paul Johnstone; The Paradigm Shakers
P.S I always appreciate feed back and comments
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