To have any chance of overcoming your prospects’ objections, you must first have put the effort into building a strong rapport throughout your presentation. In responding to any objection, always acknowledge your prospect’s concerns with an affirmation so they feel acknowledged for their objections.

1. “Mr(s) Prospect, I am really glad you brought that up.”

2. “Mr(s) Prospect, that is a great question.”

3. “Mr(s) Prospect, you have obviously been listening very closely and I appreciate that.”

4. “Mr(s) Prospect, that is a very interesting point.”

2. Isolate, Identify and Rephrase the Objection

When you take the time to listen and rephrase the objection, your prospect knows that you are paying attention to them. Rephrasing clarifies the objection to avoid any misunderstandings. It also gives you a moment to gather your thoughts. By rephrasing to better identify their real issues, you can lighten their concerns, or probe for more information.

1. “Mr. Prospect, would you mind explaining why you feel that way?”

2. “Mr. Prospect, don’t you really mean…”

3. “Mr. Prospect, so you’re telling me…”

4. “Mr. Prospect, do I understand you to mean that…”

5. “Mr. Prospect, “Other than (the objection), is that your only concern?”

3. Overcome the Objection

You should now have a much better understanding of their objection and why it is important to them. In order to address and overcome their objection, you may have to backtrack or repeat parts of your presentation to more fully explain a feature or a policy to their satisfaction or understanding. In addressing ANY objection, you need to confirm your reply to their objection has been not only received, but also understood. Don’t overcome an objection and leave it hanging out there; confirm it hit the mark.

1. “Now that solves the problem, doesn’t it?”

2. “When you think of it that way, how do you feel about this now?”

3. “I guess we’ve made that clear now, haven’t we?”

4. “Does that make sense now?”

5. “Are you comfortable that we have addressed that to your satisfaction?”

6. “Did that clear that up?”

7. “Did I explain that correctly?”

4. Ask For the Sale Again

After overcoming the objection and receiving their confirmation that you have successfully addressed it to their satisfaction, ask for the sale again. If more objections arise, continue to address them using the steps outlined above. You must have their agreement that all their questions and concerns have been addressed or they will not move forward to their purchase.

1. Acknowledge the Objection

To have any chance of overcoming your prospects’ objections, you must first have put the effort into building a strong rapport throughout your presentation. In responding to any objection, always acknowledge your prospect’s concerns with an affirmation so they feel acknowledged for their objections.

1. “Mr(s) Prospect, I am really glad you brought that up.”

2. “Mr(s) Prospect, that is a great question.”

3. “Mr(s) Prospect, you have obviously been listening very closely and I appreciate that.”

4. “Mr(s) Prospect, that is a very interesting point.”

2. Isolate, Identify and Rephrase the Objection

When you take the time to listen and rephrase the objection, your prospect knows that you are paying attention to them. Rephrasing clarifies the objection to avoid any misunderstandings. It also gives you a moment to gather your thoughts. By rephrasing to better identify their real issues, you can lighten their concerns, or probe for more information.

1. “Mr. Prospect, would you mind explaining why you feel that way?”

2. “Mr. Prospect, don’t you really mean…”

3. “Mr. Prospect, so you’re telling me…”

4. “Mr. Prospect, do I understand you to mean that…”

5. “Mr. Prospect, “Other than (the objection), is that your only concern?”

3. Overcome the Objection

You should now have a much better understanding of their objection and why it is important to them. In order to address and overcome their objection, you may have to backtrack or repeat parts of your presentation to more fully explain a feature or a policy to their satisfaction or understanding. In addressing ANY objection, you need to confirm your reply to their objection has been not only received, but also understood. Don’t overcome an objection and leave it hanging out there; confirm it hit the mark.

1. “Now that solves the problem, doesn’t it?”

2. “When you think of it that way, how do you feel about this now?”

3. “I guess we’ve made that clear now, haven’t we?”

4. “Does that make sense now?”

5. “Are you comfortable that we have addressed that to your satisfaction?”

6. “Did that clear that up?”

7. “Did I explain that correctly?”

4. Ask For the Sale Again

After overcoming the objection and receiving their confirmation that you have successfully addressed it to their satisfaction, ask for the sale again. If more objections arise, continue to address them using the steps outlined above. You must have their agreement that all their questions and concerns have been addressed or they will not move forward to their purchase.

Your primary focus in selling must be to make it absolutely clear that what you are offering is of value for your prospect. You must explain how your prospect will benefit from ownership. The most effective way to do this is with FAB statements.

FAB statements help paint the picture as to why your spa or pool is the most effective means of meeting your prospects’ needs. They connect the physical features of your product to the benefit the prospect wishes to receive.

The benefit of your product is the reason why your prospect must own it.

Why use FAB Statements?

• They build value in your product and increased value justifies the asking price.
• You control the direction of the discussion and presentation.
• You can better understand your prospects’ needs.
• They reduce the chances of you data dumping.
• The prospect will often reveal buying signals.
• You will address their WIIFM.

It doesn’t matter if you’re the largest, the shiniest or the fastest. How do you know if any of that is important to your prospect? Your prospect will always be thinking WIIFM – “What’s in it for me?”

Your prospect will always be wondering “What’s in it for me?”

FAB statements are the most effective and valuable techniques to present your unique features, explain their associated benefits and build value in your product. Effective use of FAB statements will result in increased sales. When you present your products, always remember to translate your features into advantages and then advantages into benefits. The benefit of your product is THE reason your prospect will buy from you, as it is the WIIFM that they will remember most. With practice, you will be able to turn that benefit in to a hook, a trial close that connects all the dots. Your hook gets them to confirm the benefit is important to them.

Feature – actual components of the product (What is it?)

Advantage – what the result of having the feature is (What does it do?)

Benefit – how your prospect will benefit by having the feature (WIIFM?)

Hook – ties the benefit into a trial closing question

It is not uncommon to have many different benefits associated with your unique product features, so adjust your benefit statements to reflect your prospects’ specific needs. Following every feature and/or advantage you mention, transition into what the benefit to your prospect is.

• “What it means to you is…”
• “Providing you with…”
• “What this does for you is…”
• “Which means you will benefit by…”
• “Therefore you will be able to…”

FAB Statement Examples

Built in Steps

“Our ‘easy entry’ cascading steps (feature) make spa entry and exit much safer and easier (advantage). What this means to you is whether it’s your kids, Grandma or yourself, you will have the safest, most stable and secure way to enter and exit your hot tub (benefit). Do you think that safety is important to Grandma? Do you think she would use and enjoy the spa more if she felt safe moving in and out of it (hook)?”

OR

Waterfalls

The feature is waterfalls. The advantage is they create the sound of ocean waves or a babbling brook. The benefit is deep mental relaxation as your mind drifts a thousand miles away to a tropical beach.

“Mr. Prospect, one of our most popular options is our ribbon waterfalls (feature). They mimic the sound of a babbling brook (advantage). What this does is put your mind into an incredibly relaxed, stress-free environment. By simply closing your eyes and listening to the waterfalls, your mind will drift a thousand miles away to a tropical beach with the rolling waves in the background. The massaging jets will relax your muscles, while the waterfalls will relax your mind (benefit). Relaxation is important to you, isn’t it (hook)?”

“Mr. Prospect, please close your eyes for just a moment and listen to the sound the waterfalls create. How would that make you feel after one of your long stress-filled 12-hour days?”

Does that FAB statement sound effective in painting the picture? Would that detailed description help your prospect make an emotional connection to your spa as compared to you simply saying, “We have three waterfalls”?

Building Value

In the absence of value, every single selling situation degenerates to one thing…PRICE.

The more value you build into your presentation, the more valuable your product becomes to your prospect.

Features + Advantages + Benefits = Value

The price we ask must be equal to or less than the value that we are able to establish.

Your prospect will pay a higher price for your products and services if they feel the value you built justifies the price. In the absence of value, all that’s left to negotiate is the price. A high value will justify a higher asking price; a lack of value will justify a lower price.