Learn how to handle objections in the aftermarket – WAU
Knowing how to deal correctly with your customers’ objections, especially as soon as they hire your company, can make all the difference in the way they see the organization, the product / service and even the way they use it.
How do you get the customer into your company after signing the contract? What is the main strategy you use to let your customer know about your product or service and use it in the best way to succeed with it?
Thinking about how to resolve these issues, many companies have developed specific sectors to serve customers as soon as they arrive at the organization, such as the onboarding or implementation sectors.
Other companies, despite not having specific sectors to perform these functions, have developed after-sales processes, in which there is a closer monitoring of the customer from the moment he, in fact, becomes a customer.
Regardless of having your own sector to deal with after-sales, paying special attention to customers during this entry period can be very strategic.
During this phase, in addition to presenting your company, the points of interaction with it and your product or service, it is essential that the routines that must be performed by the customer are also presented so that he can get the best result from his solution.
All of this will lead the customer to see value in what was purchased, to be more successful with the strategy and, consequently, to stay with you for a longer time.
However, performing this onboarding or after-sales process is not as simple as it sounds. Knowing how to deal quickly and accurately with possible objections means removing barriers so that the client has results with the company.
In this post, we will walk you through the best way to deal with post-sale objections, including practical examples and specific situations. Come on?
What is objection
Before knowing how to handle an objection, it is important to define what it is.
Objections are barriers, obstacles encountered by one person when the other has a position contrary to his. That is, an opposition.
When we talk about objections coming from customers, especially in the after-sales period, they are usually some argument presented that goes against something you said or sold.
It is important to know that, behind every objection there is a reason, which is often not clear in the client’s speech and a need that has not been met.
For example, when the customer says he doesn’t want to use a feature of his software because he doesn’t think the interface is good, he may have a bigger reason behind it. He probably doesn’t want to use this feature because he doesn’t believe it will help solve a problem he has or achieve his goals.
Thus, it is your duty to thoroughly investigate an objection that is raised, to understand what is behind it.
What is the importance of handling objections well after sales
An important fact that many companies ignore is that we need to continue “selling” the product or service after the contract is closed. It is necessary that the customer sees value in what was hired and that he can use his solution in the best possible way to achieve the objectives for which he hired his company.
In post-sales, especially during periods of onboarding or implementation, it is very important that the customer arrives at a time when he says “it was for this reason that I purchased this product or hired this service”. In onboarding, this moment is called Aha Moment.
Thus, it is necessary to remove all barriers and objections so that the client can arrive at this Aha Moment and, in fact, understand why he hired his solution, and how this solution could lead him, in practice, to achieve his goals. .
Remember that a successful customer is a customer who stays at your company longer –especially when we talk about companies that work with recurring revenue. This is also a customer who can make new purchases, increase your ticket and promote your brand.
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How to deal with post-sale objections
1. Listen carefully to your customer
Listening carefully to everything your client has to say is the first step in successfully handling the objection.
Don’t interrupt him, let him say whatever he wants and take the time he needs. Often, especially if the customer has identified a problem with your product or service, and is not happy with that, when speaking, he will be venting and maybe this will even help him to be calmer.
In addition, before explaining something to another person, it is necessary to thoroughly investigate what will be passed on, in order to do it clearly.
During this process, the customer can better understand that reported problem, the solution that your company offers and, sometimes, even realize that the problem is not that big.
Who has never experienced a problem that they found very difficult and when they went to explain it to someone else realized that it was not that complicated? This can also happen to your client, which is why this phase of attentive and uninterrupted listening is so important.
2. Confirm what you heard
This is an extremely important step that is often overlooked by people.
Confirming what you heard is essential for the client to feel that you are interested in what was said by him and for you to be able to know if you have correctly understood everything he said.
It is very common for us to solve a problem wrongly because we did not initially understand what the exact difficulty was. To avoid this, it is essential to confirm what has been said.
“I understand that confirming is important, but how do I do that?” It’s simple! You can tell your client, in your words and in a summarized way, what you understand from everything he said and ask if what you understand is correct.
3. Show empathy
Showing empathy is also important for the client to see that you are caring about what was said by them and for them to feel comfortable with that situation. To do this, put yourself in his place.
The demonstration of empathy is essential when an objection arises, especially when the customer reports a problem or difficulty he has had in relation to the use of your product or service.
Showing him how common this is during onboarding, and that you also had this problem when you started using the tool, for example, is a great way to show empathy.
This is the first time that your customer is interacting with your product or service and the first time that your company is working with them.
Thus, it is common for there to be difficulties in adapting both parties and you need to say this so that he knows that these types of difficulties or problems are common at this stage.
4. Ask questions to deepen the objection and understand its real reason
As stated, often the client does not know how to express the main reasons for that objection being presented and what need is not being resolved.
To get around this, and understand the real reasons for that objection, it is necessary to ask a few questions. With simple questions with the command words “why”, “how” and “which” you can get a lot deeper into the objection.
Remember that your goal is to find out why that objection arose, why your client finds what he is pointing out, what his need has not been met. And for that, don’t be ashamed to ask “why” as many times as necessary.
For example, let’s deal with a real objection: a client says that he did not like his consultancy service, because it did not bring results applicable to his business.
First, you must listen carefully to everything he has to say, repeat what he said as you understand it, confirm that you understand it correctly and show empathy, show that this can happen during the implementation period and that you will work together to solve.
Then, you need to ask questions to delve deeper into the reasons. Some questions that could be asked are:
- What is the main result you want to achieve?
- Why do you want to achieve this result?
- What can this result bring to your business?
- Why do you believe that the consultancy failed to bring this result to your business?
You can often diagnose, through these questions, that the reason he didn’t like the consultancy, is because in the results demonstration phase, the results he wanted to see were not shown. In this way, you will be able to resolve this objection by proposing a new presentation of results.
5. Present a solution
After properly handling an objection and diagnosing the real reason why it was reported, it is important to present a solution to your client.
Presenting a solution may not be as simple as it sounds, right?
To help with this, we will give you one of the most important tips in this post: if you want your client to buy your idea and take an action or validate the action you are proposing, always show the benefit that he will have with that action.
However, remember that it is not just any benefit, you need to present a benefit that will lead you to achieve your goals.
So if you want your customer to agree with the proposed solution, show them how it will help them achieve their goal.
Also, be a good advocate for your solution. Show him how deep you have gone in the past, make clear the causes you identified for the situation to have happened and how the proposed solution can solve all of this in the best possible way.
If this solution involves actions that will be taken by you or by other people in the company, it is also important to set a deadline for the issue to be resolved or a deadline to initiate the actions that will resolve it.
“What if I can’t find an immediate solution to the customer’s objection?” Do not freak out!
It is common for this to happen when the objection is very different from those that are normally presented or much more complex. In that case, be transparent with your client and say that you will research the best way to resolve it.
Also, commit to providing an answer as soon as possible. Leave a next scheduled conversation. That way, he will have confidence that the problem can be solved and a predictability of when it will happen.
6. Validate the solution presented with the customer
After presenting the solution to your customer, you need to validate with them whether this solution really serves you. Don’t forget to be clear and transparent at all times. He needs to be involved and feel part of the resolution.
Try to make him also feel free to say “no”, if he believes that that solution will not solve the problem pointed out. However, if you are a good lawyer when it comes to presenting the answer, this is unlikely to happen, because you are the authority on your product / service and are the most suitable person to present good solutions to problems that involve them.
Make an e-mail after the conversation with the customer with everything that was said, with the objection raised and the proposed solution. Send this email to him and to everyone involved in the problem and resolution.
This documentation will be essential so that everyone, including the client, can follow up on the proposed actions and if the resolution is being fulfilled in the way it was promised and within the established deadline.
You can also link this documentation to the company’s CRM or any other place where you centralize that customer’s information. That way, everyone who interacts with the customer throughout their life at the company will know what has already happened and how you dealt with that situation.
8. Learn from objections
Get to know your client better with the objections he presented and document this so that his treatment in the course is very personalized. Also use these objections to optimize your after-sales process or even your product / service.
If an objection is happening on a recurring basis, wouldn’t it be interesting to revisit your after-sales process and include a way to prevent it from occurring?
In addition, analyze in depth the objections related to your offered product or service. It may be that the problems mentioned are a gold mine for you to improve functionality in your software or even offer new services.
Always keep an open channel for people related to after-sales and customer support to pass on suggestions for improvement to your product or development / service team.
And, as we are talking about after-sales, it is important that these objections or the outline of possible objections be made now, in the adaptation phase to the customer.
Appearing earlier, we can deal with them faster and closer to the customer. The objection, if handled well in the beginning, does not turn into a snowball and does not lead to the cancellation of the contract in the medium and long term.
That way, never see an objection as something negative, see it as a challenge that needs to be overcome very carefully and also as something that can make you grow more and better.
Much better than handling objections is to make them not even appear, right?
Yes! It is important to know how to handle the objections that arise. However, better than dealing with these objections correctly, is to anticipate them to avoid them.
To do this, you need to know a lot about your onboarding or after-sales process, know what are the most common objections of your customers in this period and the best way to avoid them.
For example, if I know that many customers question the operation of a menu in my software, I explain beforehand how it works and what are the advantages of using it. That way, objections to that menu are unlikely to even appear.
A good tactic is to have your customers’ main objections mapped and documented, as well as the best way to act before they arise. That way, even with new employees who have no experience in all types of objections, your entire team will be able to anticipate the most common ones.
What are the common post-sale objections and how to deal with them
Now, let’s present some practical examples of objections that are commonly raised by customers and how best to deal with them.
“I don’t have time to use the tool often and / or to dedicate myself to the success of the project”
After listening carefully, making sure you understand what was said correctly, and showing empathy to the client saying that you know that their routine is heavy and that it is difficult to fit new activities into their daily lives, it is necessary to ask how long they believe that you will need to dedicate to the project.
This question is important because sometimes he has the wrong expectation and thinks that he will need more time than usual.
Since you are an expert in the routines that customers need to practice to be successful, you are the best person to tell them how much time, in fact, they need.
Then try to understand how much time he has available. Subtract the time available and the time he needs to spend.
Be sincere when asking if there is a possibility to dedicate extra time to the project so that it achieves the desired results.
Remember to always show the benefit that he will have with that action. Linking the action to the goals he has already told you about is essential to get around an objection.
In this case, in which the customer raises questions about the necessary dedication, depending on the intensity of this objection, it is important to bring the seller into the conversation. That way, he will be able to remind the customer of what was agreed during the sales period, what the required dedication time would be.
This should be done in a subtle way, without appearing to be in a position of prosecution. In addition, the salesperson will be a great person to help show you how this dedication can lead the customer to success by reselling the project together.
“The tool is very confusing and does not serve me well”
This is a very common objection when it comes to software implementation. To deal with it in the best way, remember to emphasize two steps of the presented step-by-step: demonstrate empathy and present benefits that the client can have when using your solution.
Regarding the demonstration of empathy, the client needs to know that it is normal to have difficulties using the tool at the beginning.
Leave him alone about it. Show, with your experience, how long he will be using the software more easily because he is already very familiar.
Also propose to take a new tour of the tool, going through exactly the routines that it needs to perform. Simplify this tour to the maximum. Show the features it will use and how to use it. In the end, he will find the tool less confusing.
However, the most important thing here is to show that using the tool will lead you to achieve your goals! It is no use for the client to understand that the tool is not confusing and to know how to use it well if he has no motivation to use it.
That way, review and validate his goals, remember, through questions, why he bought access to the tool, and show exactly how the software will solve the needs he has and lead him to success.
“The deliveries I’m receiving are not meeting my expectations”
In that case, the customer is dissatisfied with what he is receiving and you need to listen very carefully. Remember to briefly repeat what you understand and confirm that this is what he is not satisfied with.
Also remember to show empathy for phrases like “I understand your dissatisfaction”. If deliveries are not really good, apologize, on behalf of the company, and ensure that it will be corrected.
Also, ask questions to thoroughly investigate what exactly is not being delivered satisfactorily, what are the specific problems that he sees in what is being delivered.
This diagnostic step will be essential for you to be able to resolve this objection well because, most of the time, the client knows how to say that he is not liking what is being delivered, but he cannot say why.
As a delivery specialist for your company, you need to be able to ask the right questions to identify these problems.
After that, propose a solution to the identified problems, a deadline for these solution actions to start and an estimate of when the problem will be solved.
Validate with the customer that this solution will suit you and document everything that was discussed, copying the people involved in the resolution.
It is necessary to monitor closely if the problem has been solved and pass an update to the customer.
“They sold me something different. I’m feeling cheated ”
Listen carefully and don’t confront the customer at any time. You need to let him speak, confirm what has been said, show empathy and show that you are there to help him and ensure that everything that has actually been sold is delivered.
Ask questions to understand exactly what he believes was sold, pick up what was delivered and understand what he believes was sold and is not being delivered.
At this point, it is extremely important to involve the seller, who will be able to speak with property what has been sold and what has been agreed in the sales period. Bringing the salesperson into this conversation is better than simply showing a contract, as he will be able to say what was discussed during the negotiation, without eroding the post-sale employee’s relationship with the customer.
If something that was sold was not delivered, you should apologize and arrange for delivery as soon as possible. If there is no pending issue (product / service sold not delivered), it is necessary to show the customer that it is normal to make this kind of confusion at the beginning and apologize if you have not made it clear what he actually hired. Don’t make your customer uncomfortable!
In addition, it is important to show the customer the value of what has already been delivered and how it can lead to success.
One last important tip is that if the customer has many objections, and you are unable to get around them easily, this could be a sign that this is a risky customer for your organization.
Therefore, inform this to the people who will accompany you after the onboarding process or record this information for you, if you are going to accompany it yourself.
Understanding the health of each customer who has gone through the onboarding process or is in the after-sales process is essential to know how you should accompany him, and thus, ensure that he has success with your company.
Now that you understand how to handle objections in the aftermarket, keep learning about the customer journey in your company! Download our free ebook and discover the impact of customer success for your business!