If you have any desire to compete with other freight sales agents, then you must become skilled at handling objections. Most freight sales agents are TERRIBLE at this. Understanding and then mastering this one skill allows you to jump over your competition and increase your income and sales considerably.
The Challenge With Objections
How many times have you heard this from your prospects and customers:
- “Your rates are too high.”
- “I got a much better / lower rate from another agent”
- “I don’t see why I have to pay all that money to move this load!”
More importantly, how many freight sales agents give into the urge to lower their rates to get their loads?
The Answer Is:
All of us & Few of us.
Lowering your rates is typically not a good idea. The challenge with lowering your rate for a particular freight load is that you’ve forever established your value as that lower amount agent. A great saying goes like this: “If we put a low value on our own work, certainly no one else is going to suggest our value is any higher.” Why do so many of us fall victim to these worst tendencies? Why do we give in to prospect’s demands when we know we’re worth more? To answer this, we first have to look at objections in general and how they fit into the selling process for our freight services.
Objections Are Not Fights
Most freight sales agents see objections as a sign of rejection or a call to do battle. With this attitude, it’s no wonder we usually handle price objections poorly. However, when we break it down, you’ll see that objections can be overcome without a battle. An Objection is an explicit expression from a shipping decision maker that a barrier exists between the current situation and what he or she requires to engage your freight services. In other words: An objection is simply a signal that you have more to do in the selling process.
How to Handle Objections Like A Professional
- The CLOSE Of The Sale Begins With The Relationship
In a typical sale of our kind, freight sales agents are taught to overcome objections at all costs. This doesn’t work for more complex sales, however. If you just plow through the objection without addressing it fully, the underlying reason for the objection will usually come back to haunt you. Remember, you have to work with your Shipping Decision Makers once you’ve finished moving their loads.
- Objections Often Have Merit
Most sales training teaches us to “rebut” objections, counter them with logic, arguments, and sheer willpower. But objections are often a sign that something else is going on. Your main purpose is to understand the objection fully, isolate it, and respond to it appropriately.
- Objections May Take A Process And Aren’t Typically A Quick Answer To Spit Out
Complex sales involves many buyers and buying criteria. You may have to build a case for overcoming an objection instead of answering quickly on the fly. Some objections, on the other hand, may simply be questions that have yet to be answered.