Phantom objections: Sometimes an objection seems to relate to one issue, but in fact that issue is cover for a deeper, "phantom" objection.
For example, an objection might seem to focus on price, but in reality is a phantom objection, disguising the fact that the Prospect does not feel any strong need for what you offer.
Or that phantom objection could be a cover story because the person with whom you have been meeting is embarrassed to admit that he or she really doesn't have the level of buying authority they led you to believe.
How to deal with it when you encounter phantom objections, or situations when you just can't get to the core of the issue? Sometimes, the simplest approach is to get the prospect talking about what is preventing the sale from taking place. Some methods:
— "Tell me, what would it take to make this sale happen?"
— Or, "What could be change to make it more helpful to you?"
— Or, "I'd appreciate your input: If you were in my position, what modifications would you make to the product (pricing, etc.) to make it more useful to an organization like yours?"
Key point: When you encounter what seem to be phantom objections, listen not just to the response, but also listen through what is said to what the prospect is subtly telling you about the selling points you have failed to make, clearly enough. Maybe your product already provides something equivalent to the "modifications" he suggests, which points you to an area to develop in more detail–either with this or future prospects.
The content in this post has been adapted from my books, How to Sell Face to Face: Survival Guide, and Selling 101. They are available in various e-book and paper editions; see below:
Survival Guide: Order paperback edition via Amazon
Survival Guide: Order e-book as Amazon Kindle (Amazon offers free apps that enable you to read it on your PC, Apple I-pad, I-pod, Blackberry, and others)
Survival Guide: Order e-book via Kobo, usable on various kinds of e-readers
Selling 101 (third edition): Order e-book as Amazon Kindle (Amazon offers free apps that enable you to read it on your PC, Apple I-pad, I-pod, Blackberry, and others)
Order as e-book via Smashwords, available in various formats including PDF, E-pub, and others.