My first Tae Kwon Do instructor gave our class a piece of advice that services equally well for martial arts, objection handling, and many other endeavors.
“If you don’t want to be hit, then don’t be in the place where the attack is”
From the Tae Kwon Do perspective, this advice is almost as good as rule number 1 (don’t block with your face), but in objection handling, the application can be even more subtle and more effective.
There are basically three ways that you can avoid being where the attack is, and all three make good metaphors for objection handling. I will explore each of the three in different blog posts, but to set expectations, the three ways are as follows:
- Prevent the attack
In this post, we will explore the block.
In Tae Kwon Do, blocking is important, but it is the most direct, unsubtle and sometimes painful way to prevent an attack. Sure – when it needs to be done it should be done forcefully and effectively, but if there is a choice, it is not always the best way. It can hurt, and should be thought of as a last resort. Simply by the names, you should see how dodging and preventing are less potentially painful than blocking, but they also require more skill. Sometimes though, you do have to block, so how does that work for objections?
Blocking objections means that they are said and you need to react to them directly to prevent them from causing damage to your sales effort. Once they are inserted into the conversation, something has to be done with them, and as the martial arts technique implies, blocking means fighting force with force, and taking on the objections directly. Much ink has been spilled about handling objections, including some of my own blog posts on objections which you can find here. “Handling” objections is analogous to blocking.
Best practices for objection handling imply doing such things as repeating the objection back to clarify it; preparing responses in advance for common objections; and taking a helpful, consultative approach to answering the objection. These are all very wise things to do, but again, not as skillful as dodging or preventing.
We will explore those in later blog posts.
Authors note (AKA shameless plugs)
So, this 7-step sales process and associated topics…. Yup, I write about that a lot. I’ve been working with it since I developed it about 25 years ago – in my own diverse work experiences, with my teams when I had them, and with clients ever since.
If you would like to develop you own personalized and customized, highly effective and efficient B2B selling system, here are some further steps you can take:
The Salesman’s Guide to Dating is a free or very cheap (depending on Amazon) Kindle book that walks you through the sales process using the familiar analogy of dating. It’s a good, fun and quick way to get your mind around the whole process and how the pieces fit together.
Building Your Sales Process (BYSP) is a free and very thorough exploration of the same 7-step process that will walk you through the development of your own customized, personal B2B selling system. When you are done, you will know exactly what to do to get new business.
The Momentum Selling System® is an inexpensive but very robust online sales training course that is similar to BYSP, but goes deeper into the concepts behind each of the steps, and also helps you develop a plan not only for the 7-step process but also addresses mindset, repeat business and client base management.
If none of that sounds right, I do personal coaching and offer a free 30-minute intake session so that we can both learn if it makes sense to work together 1-on-1. If this sounds interesting, click over to the coaching page on this site and sign up for the free session.
Here’s to your success!