Why Objections are Great: Embracing and Overcoming Blocks in Study Abroad

Hello everyone! I am Nicola Lutz, here from No Fluff, where we cut through the fluff to boost your admissions, enrolments and bookings. 

Today, we're talking about objections and obstacles. They're not easy to handle, can be really off-putting and are often interpreted as the 'end of the line' for those not 'sales' trained. I'm sure you know what I mean. Those dreaded responses that make your heart sink during a call, the 'it's too expensive' or 'I'm not sure' responses. 

But hold on a second.. I believe objections are actually really good. 

Stick with me to find out why.

Objections are Great! Say it after me (only kidding, you don't have to chant..).

So why are objections not the end of the enquiry? Let's just change our perspective a little bit. They are not the end of the enquiry and don't necessarily even mean what you think they mean. We can be more positive, take a beat and look into this a little more. Objections are, after all, a sign of interest. Just think about it—if someone wasn't interested, they'd simply say no and move on. And even then, that might be a 'no' for now, but not necessarily a 'no' forever. The good news is..an objection means that they are considering it, that they're engaged, and they need more information, they have some concerns they need addressing, that's all. That's a good thing.

So, I consider objections a learning opportunity in many ways. Objections are golden chances to learn and improve. They can tell us where our presentation or style (or templates) might need tweaking. They might indicate it's the way we talk about pricing, or an aspect of the enrolment. Or, maybe our or service needs to be adjusted. It might be just the way we're presenting it or even our tone of voice is leads to a block in itself, perhaps we're not inviting conversation, showing curiosity. We need to listen carefully because each objection is a breadcrumb leading you to a stronger way to recruit students.

Digging Deeper

Here's the key insider tip: the first objection you hear may not be the real one. You need to ask a few more questions, ideally open-ended questions, to uncover their true concern. Quite often, they might say it's price, but that isn't always their concern. In the world of study abroad, families might worry more about their child being away from home, their safety, or whether the program truly matches their child's aspirations and needs. This digging around not only helps in addressing the real issue that's stopping them from moving forward but also shows that you care enough to ask questions about what they need and what their concerns are. 

Gentle Conversation

We need to practice the art of gentle conversation when met with objections. This isn't about pushing too hard to crush every worry into the ground. It's a soft conversation showing curiosity. You need to leave the door open for later. That's because around 50% of people just aren't ready to say yes yet. They're shopping around, they're enquiring—it's our job to guide them down the path, sidestepping obstacles, and overcoming worries. It may be they buy from somebody else in the end, and that's okay, but we're going to leave the door open for if they change their minds or if they get rejected by the other school or agency. People say no many times before they say yes, so keep helping, leave the door open, and build a relationship. Don't be put off by an objection.

Handling Objections Effectively

So, how do we actually handle objections effectively? This is where the LAER technique comes in—L-A-E-R. It's a customer service tool we can use in student recruitment, enrolment, and even sales.

The LAER Technique - because we need more acronyms in our lives

1. Listen: Actively listen to their concerns without interrupting. This shows respect and helps you understand their initial objections. Do not just butt in to get your retort across, this isn't a game, it's a big investment for them, often with the future of their children hanging in the balance. Listen and empathise.. don't listen to make a point.

2. Acknowledge: Acknowledge their concerns. This isn't about agreeing with them; it's about validating their feelings and reasons. Say things like, "I understand why that might be a concern" or "I can see where you're coming from." This builds rapport and trust and shows you have understood.

3. Explore: My favourite part! Explore the objections further by asking open-ended questions. For example, "Can you tell me more about why you feel this way?" or "What specifically worries you about this?", "What concerns do you have about your child being away from home?" or "What are you looking for in a program to feel confident about their safety and success?" This helps uncover the real issues and shows you care about finding a solution. Tailor these to their objection, the point is to be curious and helpful.

4. Respond: Only once you have listened, acknowledged, and explored their objection should you respond. Tailor your responses to their specific concerns using facts, benefits, and success stories to reassure them. For example, share testimonials from other families whose children have thrived in the program, or provide statistics on the safety and support services available.

PRO TIP: Combat Emotion with Fact; and Fact with Emotion

When we face a factual objection, it’s useful to use an emotional response and vice versa. For emotional objections, provide facts and figures.

This seems to convert better. I'm sure there is some science to tell us why, but for now.. I just know that it works! 

Use case studies, success stories, and testimonials about how others have benefited. If families are worried about their child being homesick, share stories of how other students adapted and thrived. If they're concerned about safety, provide information about the support systems in place. Always display understanding and continue to be curious throughout the conversation. Keep the door open, remember?

Conclusion

Don't be put off by objections. Treat them as the first response, there is more beneath. See them as a chance to build a stronger connection. Objection handling can transform your student recruitment process. It's all about listening, understanding, and addressing concerns in a way that builds trust and moves the conversation forward. So, embrace objections, absolutely embrace them, and try out the LAER technique, and let me know how you get on.

Nicola Lutz is an education sales coach and trainer, working with schools and education consultants and agents to increase student enrolment, borrowing commercial sales techniques, knowledge and processes and combining them with the fabulous flavour of the education sector to ensure every student finds their dream school. www.nofluff.biz