BY CHERYL BIRON
OVERCOMING
SHIPPER OBJECTIONS
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T
he dreaded objection, the worst part of the sales call. When
I was selling for One Horn, I hated the part when the
prospect came up with reasons why he or she might not use
my company to ship its freight. But objections are a fact of
life in the day-to-day dealings of the sales professional, so
we all have to deal with them. I got over the fact that it was
nothing personal, they were not rejecting me, just some perception about
my company’s services. I had to develop a thick skin. But I also had to
develop an intelligent way of responding to counter their objections and
turn them around so that I could win the shipper’s business. And by now,
you know, I researched and read books to educate myself so that I could
overcome this challenging area of sales, so my company would grow and
succeed. I am happy to share with you some of the best ideas I found.
“
A GENUINE OBJECTION IS
USUALLY A SIGN THAT THE
PERSON IS THINKING SERIOUSLY
ABOUT BUYING FROM US.
”
DRIVENBYEXCELLENCE.PROVENBYPERFORMANCE.
30 IT MAGAZINE
Vol . 8, No. 1
As some of you may know, I love positivity, and always try to look at
things from the optimistic point of view. So I was very happy when I read
that “A genuine objection is usually a sign that the person is thinking
seriously about buying from us,” in J. Oliver Crom and Michael Crom’s
Dale Carnegie Associates book “The Sales Advantage.” Taken from this
standpoint, if you get to the point of the objection, then the shipper is
looking for more information to make a decision. So if you truly listen
2
Step into the objection
The old brain senses fear, so if this is a face-to-face meeting, your body
language is important here. By moving toward the person who is making
the objection, you are sending the old brain the message that you are not
afraid of the objection.
3
so the person feels heard, and respond calmly and intelligently, there is a
good chance you will convince them to let you transport their products.
The Croms say that we can reframe objections and instead of fearing them,
look at them as opportunities to communicate with our prospects in a way
that will help them feel good about deciding to work with us.
In my last article, I promised to delve more deeply into the two types
of objections described by Renvoisé and Morin in “Neuromarketing”
Objections Resulting from Misunderstandings and Valid Objections.
When an objection results from a misunderstanding, it can be handled on
a rational level and the prospect usually requires more information. In this
case, Renvoisé and Morin recommend the following steps:
1
Restate the objection
Paraphrase the prospects comment and then clearly ask, “Is that your
concern?”
Hear your prospect out
In this step you need to practice good listening so that you get a thorough
understanding of the objection and figure out how to overcome it. Your
shipper might think brokers have less communication with drivers.
4
Deliver the proof
Calmly demonstrate your point of view with tangible proof like a story,
a testimonial, or facts about your company’s performance. Offer this proof
without discrediting the prospect, “We get the cell phone numbers of the
drivers just like carrier dispatchers, and we have a service that tracks the
driver’s cell phone location. This way we have both active and passive
knowledge of where the truck really is.” Then ask, “Did that help resolve
your concern?”
Valid objections are triggered by the shipper’s old brain, because he or
she is afraid of making the wrong decision and your proof of gain was
not strong enough to convince him or her. The best way to handle a valid
objection, like a cost concern, is to reframe it. Start with the same first
three steps above, then use the following alternative steps:
(4) State your personal opinion
As the old brain is self-centered, you make an old brain to old brain
connection by using the power of your credibility to get the prospect
to see your point of view. In a confident but friendly manner, state, “I
understand your concern about rates, Leslie. Personally I think our prices
are very competitive, given the value we offer in taking the headaches away
from having to deal with the drivers and ensuring if a truck breaks down,
another one will be seamlessly provided.”
(5) Present a positive side to the objection
Find the positive side to a valid objection, like higher prices mean more
reliable service. Then appeal to the old brain with a story that highlights
the importance of that positive side. “I once had a friend who needed to
get to the airport for an important flight. He had a choice between two car
services, one for $30, more of a taxi than a limo, with a driver and a car
that were unkempt and who didn’t prepare alternative routes, and another
for $45 with a well-polished driver who had checked traffic and planned
for the contingency of alternate routes. Which one do you think he chose?
Although you might say that as a broker, our rates may be a bit higher
than a carrier, remember the headaches we eliminate and the reliability we
ensure. When your customer wants your products on time, and you’re too
busy to chase after trucks and drivers, where would your time and money
be best spent?”
Both books also advocate listing common objections and memorizing
your responses so they flow naturally and smoothly every time.
Cheryl Biron is President and CEO of One
Horn Transportation in Wayne, N.J.
She earned her Bachelor of Science degree
from Cornell University and her MBA
at The Wharton School.
32 IT MAGAZINE
Vol . 8, No. 1