Landscape sales objections are opportunities. They open up conversations with prospects and give you an “in” to address concerns and validate your expertise. Objections are also a sign that a prospect needs more information to make a decision—and you can supply that by answering their questions. Ultimately, objections can lead to closing a sale because when a prospect objects, their message is: Satisfy the criteria or solve the problem, and I’ll go ahead with the deal.
It’s an objection, not a rejection.
How you manage objections will determine whether the sales process moves into a proposal and contract. Here are some helpful strategies for responding to objections.
Dealing With Landscape Sales Objections Tip #1: Listen Up and Validate
Prospects want to know you are interested in their concerns and ideas. You want to know about their problems and help solve them. Show this by listening intently. Nod that you understand and validate the objection before responding. Mirror the objection by restating what you heard.
Dealing With Landscape Sales Objections Tip #2: Rehearse Your Response
There are typical objections that you’ll confront during the sales process, so make a list of those. Then, practice how you will respond if a prospect presents one of those objections. This way, you will feel confident.
Dealing With Landscape Sales Objections Tip #3: Be Prepared
Here are some ways to establish expertise so you can more easily overcome objections:
- Share stories about customers who worked with you despite initial doubts.
- Provide testimonial letters form customers who were skeptical at first.
- Offer reprints of articles about your business.
- Give out comparison charts that match up your services vs. competitors’ offerings.
- Explain the long-term benefits of working with your firm.
- Some additional tools—long-range budgets, cost management ideas, long-term property improvement/enhancement planning
Dealing With Landscape Sales Objections Tip #4: Isolate the Objection
Once the prospect presents the objection, and you listen and validate the concern, ask if this is the single obstacle to completing the sale. “So, everything looks good to you except…” If this is not the only objection, identify and address other problems.
Dealing With Landscape Sales Objections Tip #5: Postpone Objections
Never avoid an objection but do postpone additional objections a prospect brings up so you can address them one by one. Try saying this: “That’s a valid point, thank you for sharing that with me. Let’s address that after we talk about XYZ.”
Dealing With Landscape Sales Objections Tip #6: Ask Questions
Politely rise questions that force your prospect to be specific. For example, if a prospect says the price is too high, you can respond with, “When you say our price is too high, what do you mean?” The key is to gather more details so you can better understand the objection. In fact, the issue might not be price—it could be that the prospect does not understand the value they are getting for the cost. So, the conversation might shift from price to value, which gives you an opportunity to highlight your expertise.
Dealing With Landscape Sales Objections Tip #7: About Price…
Pricing is one of the most common objections, and there is a formula you can follow when a prospect says your price is too high.
- Talk budget. Revisit the prospect’s budget—you should have discussed this during the qualifying stage, but if you didn’t now is not too late. Discuss what they can afford and be sure the products/services you’re suggesting fit into the scope.
- Stay calm. Price objections are buying signals. So, stay positive and take your time when addressing this concern.
- Validate the concern. First, be sure you listen carefully to why the price is too high. Let the prospect know you understand their concern. Do this by reiterating the objection. By establishing empathy, the prospect will be more receptive to your explanation.
- Break down the dollars. Now, go into detail and explain the investment and what it costs per day, per week, per month. Compare your price apples-to-apples with competitors’ prices. If a prospect refers to another company’s price, be sure that firm is offering the same products and services that you provide. And, remember—if the prospect’s budget is limited, your services should be, too. Give them what they ask for.
Dealing With Landscape Sales Objections Tip #8: Focus on Them
Move the discussion away from your company and focus on the prospect’s company, their issues. Reconfirm your value proposition and relate it to the prospect’s business. And, use testimonials and references to reassure the client that your company delivers and backs up what you promise. Reconfirm your value proposition and relate it to the prospect’s business.
Dealing With Landscape Sales Objections Tip #9: Avoid ‘Better, Faster, Cheaper’
Do not focus on what the “other guy” is not doing and how you can do the job better, faster, cheaper or smarter. Instead, direct the conversation to how you can achieve the prospect’s goals. Explain the tools, systems and procedures you have in place to get the job done. Talk about creativity, productivity, efficiency—not better, faster, cheaper. Be the better company by avoiding disrespectful comments.
Dealing With Landscape Sales Objections Tip #10: Convert the Objection
Take your time when responding to each objection and transform the “problem” into a reason for buying. For example, if a prospect claims he or she is too busy now to consider your service, you can say, “I understand. And, we can help you by saving you time.” Request an order after addressing each objection. Studies show you’re much more likely to get an order if you request it three times. So, consider objections as opportunities to increase your odds of success.
EDITOR’S NOTE: This story was an excerpt from one of NALP’s member resources, providing by well-known industry consultant Bruce Wilson. Want to learn more about bettering your business? Become a member to enjoy these resources and more.
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