In any serious (complex) sales conversation, objections are bound to come up. You may be tempted to think that objections are big red stoplights – stalling conversations and killing sales. But what if you approached them differently?
To me and most experienced sales professionals, I’ve interviewed over the years, objections are a great sign. It means your prospect is actually considering your offering. Your job isn’t to ignore or sidestep the objections – instead, be prepared for the objections you’re likely to encounter. Deal with them honestly. As the mother of the great Hall of Fame running back Walter Payton told him about dancing in the end zone, “act like you’ve been there before!”
So, here are 7 common sales objections that could potentially kill your deal – and how to respond in order to keep the sales conversation moving forward.
Nearly everyone is familiar with this objection. Maybe it’s true: maybe you are the most expensive offering in your category. But that’s not the point. Here’s how you reframe and respond to this objection:
Now your reframing and response to this objection depend on if you’re new to the market or if you’re well seasoned. Either way, this objection can be easily handled in this way:
Sometimes the buyer worries that you can’t handle the scope because you’re a small shop – but you and I both know there are great benefits to being small. There are lots of ways you can support your clients that large companies simply won’t do or consider. Here’s how to respond:
Before you fully respond to this fear, make sure you completely understand what your client is looking for, what they need, and if you can, in fact, support them.
People are creatures of habit. If there are already doing business with someone in your category, they may be reticent to change. However, if you truly know and believe you can do better by the client – it’s okay to challenge this objection gently.
It’s easy for people to think they can delay an issue that doesn’t seem all that pressing – but don’t let them hide being vague generalities. Respond to this objection by really spelling out for them what their delay would mean.
If there have zero need, why did they give you time in the first place? Dig into this a bit more – if this isn’t their particular need, what is?
Don’t take objections as a stopping point – they are in fact a way to keep the conversation moving forward and going a bit deeper. The goal is to make your prospect comfortable with your offering – and convinced that it is the only way for them to go. Knowing their likely objections beforehand shows that you’re knowledgeable, prepared and that your product IS, in fact, the answer to their pressing need.
What other sales objections do you typically face? How do you prep for them and how do you address them?