It is easier to avoid objections than to deal with them. But sometimes objections should be welcomed since they give you insight into the thinking of your client. These insights will help you deal with issues, satisfy the client, and get the order.
Too many objections can create an acrimonious atmosphere that might prevent a win-win outcome. To ensure that the objections you do get are limited and useful for you to meet the needs of your client, avoid words that will create negative sentiments. The most risky are identified below.
- "Buy" and "sell." People are always buying or selling and seldom enjoy the process. So switch to the term "own." People like to own something; it makes them feel secure.
- "Sign." People don't like to sign contracts because it gives the feeling of being painted into a corner. It assumes finality, permanence, and inflexibility. Use the word "OK" or "confirm." For example, "Please OK our understanding" or "Would you confirm our Statement of Work?"
- "Contract." This word conjures up images, like "signing" a one-sided deal, something that lawyers will need to look at, perhaps containing fine print that will prove to be ominous. A contract is very different from a handshake that suggests trust. Instead of asking someone to sign a contract, ask her to "OK our agreement" or "get the paperwork done."
- "Price," "payment," "cash," or "deposit." These words connote giving rather than receiving. Use the word "invest", instead. For example, "By investing in this program, you will get better trained and motivated staff."
