How to Respond to Sales Objections from Medical Event Organizer. What Is Objection Handling?

What Is Objection Handling?

Objection handling means responding to the buyer in a way that changes his mind about the concerns he may have about buying your service.

Why is sales objection handling an important aspect to take care of?

The longer your buyer holds onto his negative opinion, the stronger that opinion becomes and will likely end up with a brush-off. As a sales representative, this is harder for you because you’ll have to fight to it, to combat it.

Selling only to those who raise no sales objections is not wise either. There are efforts, time, and money invested by your company and marketing team into attracting leads, converting them to prospects, and arranging the sales process.

So, it is up to you to lead the process to make the sale.

What are the type of objections you mostly receive from an event organizer?

In general, the factors affecting sales objections are Need, Time, Price, and Source. The most common objections you may hear would be-

Need Based Replies:

1. Why do I need yours when I have mine?

2. I am satisfied with my current supplier.

3. Why do I need it? I am skeptical about this plan.

4. It won’t work for our business.

Time Based Replies:

1. It takes time for me to decide.

2. This time, It’s no.

3. Maybe next time.

4. I will contact you later.

Price Based Replies:

1. It’s too expensive, I can get cheaper elsewhere.

2. It’s out of our budget.

3. I don’t like your packages.

Source Based Replies:

1. You are just a beginner.

2. I don’t need you. I can do this on my own.

3. I read some bad comments about your company.

4. I don’t actually see you online engaging.

5. I doubt your claims about turn around and ROI.

How do you handle these sales objections?

The simple technique to follow is the LAER model: Listen, Acknowledge, Explore, Respond.

Listen to their perspective:

Allow your client to give reasons for rejecting your proposal. Try to dig into the underlying reasons and explore their rationale rather than giving a knee-jerk response.

Acknowledge the reasons and agree to some extent:

Welcome objections. And try to pose questions tactfully about the performance of sales and marketing they have already implemented.

Some of them could be:

• "What is the success rate of the CME event marketing methodologies you are presently implementing ? Why?"

• "How confident do you feel about your present CME event promotions? Why?"

• "Are there anything that is difficult for you in promoting your CME events?

• " Do you get right response within the time you expected?"

Explore and explain your marketing methodologies, website, success stories.

Success stories are key points to build trust. Showcase them with the unique selling points you have in marketing and promoting. Numbers show your net-worth.

Portray yourself as a learner and continuous achiever. Show them your burning spirit to win.

Respond gently and proactively.

You never know from where and when a sale can be generated. It is important to respond on time and every time with proper information at your fingertips. Make sure you have all your presentations and numbers ready. It is important to remember to recap the last conversation you had with the CME Event organizer.

Treat every interaction as a learning experience. Even failures can teach you new tactics for handling sales objections in the future.

Create your own objection handling action plan

Every CME organizer has his own reasons for objections. Try to document the most common expected objections you may hear and be ready to answer them with specific responses. Create a sales script that works for you.

Here is an Info-graphic to handle the rejections you may hear.