Handling objections with the CRAC method

Sales Objection Handling: What Are We Talking About?

Why Do People Raise Objections?

When one of your clients raises an objection, it doesn't necessarily mean they're not interested in your offer and that you won't be able to sell. Sure, this could be one of the reasons why your prospect expresses certain doubts, but there are many others!

A client might object because:

• They have preconceptions or prejudices about you and/or your company

• They don't understand the usefulness of your product or service

• They want to know if you could provide them with a solution quickly

• They think they can get a better offer from the competition

• They'd like to know if your offer can work with another tool they use

• etc.

The principle of objection handling is based on active listening, understanding needs, and adapting your approach.

Here, it's important to remember that you shouldn't get discouraged by an objection. Quite the opposite! It's proof that your prospect has a genuine interest in you and that you just need to ease their doubts to reach the close!

Objections Are an Essential Element of the Sales Process

During the objection handling phase, each difficulty encountered will be an opportunity for you to advance in your sales process. You might find yourself facing prospects with numerous objections.

But don't give up! Don't view these objections as obstacles to avoid. On the contrary! You should dig deep to uncover them, even go ahead and meet these objections head-on! They're key elements to successfully reaching the closing stage.

So bring out as many objections as possible! If no objections emerge during your sales cycle, ask yourself questions. You don't want to find yourself stuck when you want to close the sale.

You can rely on the Q2C Selling conversational model to bring out objections—they're real opportunities for you, even essential tools for conducting your sales successfully.

How to Use the CRAC Method?

In sales, especially during the negotiation phase, you can't charge ahead without a minimum of preparation—like you don't go to war without a plan!

You can certainly prepare for objections you might potentially encounter before your client meeting. You could then consult your carefully prepared document in case of trouble during your exchanges with prospects.

To respond effectively to objections, use the CRAC method, a proven technique that consists of: Clarify, Reframe, Argue, and Control.

• Clarify the objection to understand where it comes from

• Reframe the objection to show you've understood it

• Argue to reassure and defend your offer

• Control to verify that the objection has been handled

The objective of the CRAC method is to address your prospects' uncertainties in detail without appearing "aggressive" but instead reassuring them by showing you've understood where the problem comes from and that you can provide them with a solution.

Responding to Client Objections with the CRAC Method

Clarify the Client Objection to Understand It

Avoid Contradicting Your Prospect

Your contact seems sure of their statements, and your first reflex is to deny what they're telling you. Wrong. The goal of the CRAC method isn't to oppose your contact, but rather to listen to and understand them. You need to identify the origin of their objections to offer them an appropriate response.

Put Yourself in the Prospect's Shoes

The objective of the CRAC method is to put yourself in the prospect's place to understand where the blockage comes from and identify how to lift their uncertainties. An objection is generally based on a conviction. You need to identify where this conviction comes from. How did it appear? And how do you convince the prospect otherwise?

Clarify Through Relevant Questions

Before asking your questions, listen carefully to what your contact has to tell you. Show them that you're interested in what they're saying and that you're taking their doubts into account for the rest of the exchange. Then, you can ask a range of questions, but be careful: thoughtful questions that will advance your process. Listen carefully to each of their responses and adapt accordingly.

Reframe the Client Objection to Show It's Understood

A Not-So-Simple Step

You've clarified your prospect's objection and successfully identified the problem? It's now time to reframe it. This step isn't as simple as it seems. Here, you'll need to transform your prospect's objection into a need. You can then provide them with the solution to their need, and thus reassure them.

Give the Objection Its Legitimacy

During the reframing step, it's also important to recognize that it's legitimate, even relevant! It's true that on point X, your offer might not be the best. You must then put this criterion in perspective against the other advantages of your offer. The goal being to achieve the final purchase.

Examples to Start Your Reframing

There are different ways to reframe an objection. Since this step isn't without difficulty, here's how to start your sentence:

• "You're looking to..."

• "You need to..."

• "Your problem is..."

You then complete according to the identified problem and information provided by your contact. You'll have the tools to continue to the argumentation step.

Argue to Reassure Your Prospect

You now have the necessary elements to build a convincing argument that responds precisely to your prospect's objections. You know your product or service by heart, and you've determined your prospect's need. You can then defend your offer with appropriate argumentation, based on the CAP method:

Characteristics

The first step consists of mentioning the descriptive components of your product or service, objectively and from a factual point of view. You'll provide your prospect with the technical elements of your offer, without artifice. Of course, this won't be enough to win over your contact. That's the objective of the second step.

Advantages

Here, you must be able to show your prospect that the elements presented upstream allow achieving significant results. The characteristics described in the first step then transform into benefits. Benefits that will improve your prospect's life. You must charm them!

Proof

Finally, the third and last step consists of proving that what you've just said during the first and second steps is true. You must show that the characteristics and advantages of your product or service are real. You can use demonstrations, call on testimonials, certify your offer with a patent, etc.

💡 You can also use stories from the Q2C selling method, which will allow you to present your arguments more impactfully through storytelling, and thus more easily convince your prospects.

Control That Your Prospect Is Reassured

The control step is relatively simple and quick, but necessary! To ensure the objection has been properly addressed, ask a control question such as: "Have I answered your concerns?" "Does this approach work for you?" or "Do you have enough information at your disposal?"

You must validate that your offer is effectively accepted by your prospect and that it suits them. It's thanks to the argumentation step that you'll manage to push back your prospect's uncertainties and ensure they're willing to continue your exchanges and thus progress in the sales process.

That's why it's also important to agree on a next step with your prospect before ending your interaction. You must therefore confirm that:

• Your prospect has understood the steps to follow

• They no longer have any doubts concerning your offer

You can also assure them that all B2B information provided during the exchange will be subject to a confidentiality policy, always with the idea of building a stable and trusting relationship with your prospect.

Our Tips for Handling Different Types of Objections

Take Care of Your Attitude

It's essential to take care of your attitude when handling an objection. You must remain calm, measured, and above all understanding. No point being defensive—the CRAC method won't work if you appear cold and harsh to your prospect during the interview.

As a reminder, the objective of this technique is to examine prospects' objections in detail to build a trusting relationship with them. During the "clarify" and "reframe" phases, you must ensure your prospects feel understood and reassured. You must show them that:

• You're listening to them

• You're convinced of your offer

• You truly understand them

This way, you'll manage to eliminate all uncertainties and questioning, because you'll have precisely determined the obstacles.

Beware of Objections at Closing

Objections that come up at closing are very bad. For example, if your potential client feels they don't have sufficient budget to use your services at the end of your sales process, then you've failed.

Objections, particularly the most common objections like budget, must be brought to light much earlier!

Remember that a good salesperson works on their closing from the first step of their sales process. So give everything without waiting for a wall to crash down on you at the last minute.

You must be able to anticipate your potential client's needs and concerns. If your prospect doesn't raise any objections before closing, it's probably because they don't trust you enough to express themselves freely.

In Conclusion...

In conclusion, the CRAC method is a powerful tool for transforming objections into closing opportunities. By adopting a structured approach and being attentive, you'll develop a trusting relationship with your prospects, essential for successful sales. You overcome all objections and avoid misunderstandings or confusion that could occur later.

Obviously, the CRAC method will require some training. You may need to go back and forth, especially if your prospect themselves don't really know what's bothering them or if they have multiple objections.

You'll therefore need to adjust according to your contact's criteria. By proceeding methodically with the CRAC method, you'll transform each objection into an opportunity to strengthen your sales argumentation and close the sale successfully!