Learn to LOVE objections! They give you important information, handling them correct will build comfort, rapport and trust, they give you an opportunity to close and … they are fun to overcome. This post will show you how to use objections to your advantage.
Objections as buying signals
Look at the image I chose for this post. NO USE OF THE POOL IS ALLOWED … AFTER DARK. This is an example of a No that actually means Yes. Even though it says “NO USE OF THE POOL IS ALLOWED” – it actually says “YOU ARE ALLOWED TO USE THE POOL ALL THE HOURS OF THE DAY WHEN THE SUN IS UP”.
Sometimes, then you get an objection, the person actually wants to support, but is afraid to say it outright. That is why he uses buying signals disguised as objections. It is your job as a telephone fundraiser to recognize when an objection actually is a buying signal, and then use the objection as a reason for him to support.
What he says: I support another charity.
What you should hear: I think it is important to support charity.
What he says: I don’t think I can afford it.
What you should hear: I need you to know that I want to support – but I can’t donate (what I think is) a lot of money.
Closing on objections
The coolest way of handling objections is to use the objection as a reason for the person to support.
Him: I support another charity.
You: Sounds great, then you know how important it is to support.
Her: Sorry, I can’t donate I’m too old.
You: Well, I have to admit… must of the people who donate to charity are actually older people. I would think the reason is… when people get older and gain more life experience, they start to realize how important it is to help other people.
The Fast Way
The fast way is actually the most common used, because it is often used many times in a fundraising conversation. Usually you get a lot of small objections in a conversation, so instead of dwelling on them you just give them a fast solution and then move on.
I think the main reason why it works so well is that you avoid talking about the objection too long. Talking about money or administration rate too long kills the good emotions that the person have for the course.
Another reason is that it seems like no big deal. If you talk about it too much, the person starts to get suspicious.
Third reason is; it builds trust. People usually trust people who are decisive and assertive.
Him: Don’t your organization have a high administration rate?
You: We have 9.8 percent. That is very common for charity organizations. (… and then continue what you were talking about)
Her: I’ve heard that you shouldn’t give that kind of information out over the phone.
You: It’s totally safe.
Handle the objection before it arrives
I used this for WSPA to preempt: “I only donate to humans.”
Me: Helping animals is about morality. If we treat the most innocent and helpless creatures this way – then how to we treat humans.
I used this to preempt: “I can’t afford it, I’m too old.”
Me: … and since a lot of our supporters are older people, we have chosen an amount most people can afford.
At the beginning of the conversation: Talk about the case
If the person says “I can’t afford it” before 30 seconds has passed, it is usually not money that is issue! The problem is that he doesn’t place a very high value on the course. In some polite way you have to start to talk about the course instead on how little money actually is. Remember, people will NOT even spend 1 cent on something they don’t place some emotional value on.
At the end of the conversation: Keep talking
Now say the person places a high emotional value on the course, but don’t want to give his payment information’s over the phone. The absolutely last resort for dealing with this objection (or any objection in the end of the conversation) is to just keep firing solutions for the problem. The good news that it works maybe 50 % of the times (but only if the person places a high emotional value on the course).
More on Handling Objections:
Handling Objections Part 1: Introductions
Handling Objections Part 2: Advanced
Handling Objections Part 3: Writing a Script