Sales objections happen all the time and are a normal part of the sales process. So what do you need to combat sales objections? Strong objection handling skills.
Take a look at the chart below to get an idea just how common sales objections are for salespeople.
All the sales challenges mentioned above are solid proof that customers will say NO to an offer in a heartbeat.
Pay closer attention to the first three challenges - Urgency, Connection, and Price.
I agree that when you fail to establish urgency, fail to connect with customers, and when the price isn't right, customers will turn a blind eye.
Why? Because these gaps aren't your challenges as a salesperson, but they are the challenges of the customers, and you need to find a way to bridge the gap to make a successful sale.
Today is your lucky day because I will:
All aboard? Let's hop to it!
A sales objection is when a buyer explicitly says "NO" to an offer. When a buyer rejects a sale, a barrier exists between the current situation and what needs to be satisfied.
Just because a buyer rejects your offer, doesn't mean it's the end of the world. An objection means that:
With that said, strong sales objection handling skills are essential.
Objection handling is sales 101! It's one of the most important sales skills that a salesperson must possess.
Objections will always come up. There's not a single soul in the sales world that hasn't been rejected by someone.
I know, sales objections are a stinger! However, the truth of the matter is that there's more to objections than meets the eye.
You must learn how to handle them in the best way and as quickly as possible. It's imperative to have the right objection handling skills when the needs arise.
Why? Here are a few reasons why objection handling is a matter of life and death:
Objection handling is super important, and I'd like to teach you a straightforward 3-step process on how to overcome sales objections.
When a customer shows that he or she is not ready to buy, don't get pessimistic. Use the following 3-step process to overcome sales objections and move closer to the sale.
Active listening is a powerful skill that you can use in sales objection handling or your personal life.
When a customer says NO to your offer, don't react immediately! You may be blinded by your eagerness to jump into the situation. It's also affected by negative emotions.
What you need to do is to take the time to listen to the objection fully.
Focus on what the customer is saying and the problems you need to solve. Read between the lines by actively listening with the intent of fully understanding the buyer's concerns.
Let your body language and words communicate to the buyer that you are listening and paying attention.
After listening to the customer's reasons for objecting, confirm your understanding by paraphrasing and ask questions like:
Appropriately responding to an objection will determine your chances of moving closer to a sale.
After actively listening and making sure that you understand your customer's concern, it's time to address the objection.
If the customer has multiple reasons why he or she is not interested in your offer, address the first concern, and then move on to the next ones.
Remember, YOU MUST DO EVERYTHING to resolve the issues right away! Time is a vital resource in responding to sales objections. Also, always keep your answers precise and to the point.
After responding to the objection, confirm you've addressed their concerns completely.
Ask questions like:
Once you confirm you've satisfied all of their concerns, it's time to ask for the sale.
Never pressure or force a customer to commit. If they're not ready and willing to commit, give them the time they need to make up their minds.
Now that we know what sales objections are and the importance of objection handling, it's time to talk about common sales objections and how to handle them.
Price is the most practical reason why customers turn down an offer. Why? Because money is valuable and customers want to know their hard-earned money will not go to waste.
I mean, not all of us are rich. There’s only a small group of people across the globe that can say “I’ll buy that!” all the time.
In sales, customers will usually say, “I can’t afford that.”
It’s discouraging, especially when you need to meet a certain quota.
Cheer up! Here's one way to overcome objections on price:
You might find this article helpful if you'd like additional tips on how to handle objections about price.
It’s hard to bother anyone who feels and thinks that everything is working perfectly at the moment. If ’there’s complacency or a lack of motivation to listen to your pitch, then your offer will be shut down quickly.
Clients will say, “Things are working fine right now.” or “We're happy with our current vendor.”
What do you need to do? Give them the motivation to give your company a try.
Here are a few tips on how to handle objections related to lack of motivation:
Change can be a scary thing, don’t you agree?
Many people reject the idea of change instead of embracing it. The same behavior applies to sales.
Clients will say, “We don’t want to change what we’ve been using.” or “We’re doing great in X area.”
Here are a few tips on how to handle objections related to fear of change:
Trust, or the lack of it, is another objection that you must prepare yourself for if you are planning to be a salesperson.
As customers, companies need to show us that they’re trustworthy. Trust is the ultimate reason we take out our wallet and spend.
In a sales conversation, you may hear customers say, “I’ve never heard of your company.” or “I’ve heard complaints about your company.”
Relax! These things are normal. All you need to do is to handle it properly.
Here are a few tips on how to handle objections from customers with trust issues:
Let me repeat this; time is a vital resource to you and especially to your clients. We are all busy. During a sales pitch, you will hear reasons like “I’m busy right now.” or “We don’t have the time to focus on this right now.”
You must know how to handle sales objections related to time constraints.
Here are a few tips on how to handle objections related to time constraints:
There are times when the person on the other end of the phone is not authorized to buy.
You will hear people say, "I need to run this by my partner." or “I'm not authorized to sign off on this purchase.”
These types of objections are not dead ends. Look at it as part one of a two-part series.
Here are a few tips on how to handle objections related to external input:
Budget issues come up ALL THE TIME!
You might hear stuff like, “We don’t have any money left this year.” or “We don’t have the budget for that.”
Here are a few tips on how to handle objections due to budget constraints:
Always remember that you’re not the only one offering the same product. There’s competition which might provide a lower price or better product.
When talking to clients, you might hear sales objections like:
Here are a few tips on how to handle objections due to the competition:
Don’t feel sad when a customer says, “I’m not interested.” or “Check back with me in 6 months.” These unimportant reasons, aka brush-offs, happen all the time.
It’s a customer’s way to get off the sales conversation quick and easy.
Here are a few tips on how to handle brush-offs sales objections:
Here's one more bonus tip. Sometimes you may not want to overcome objections. Say what? There are times when customer objections are signs that a prospect is not or will not be a good client for you. As a salesperson, you need to have the wherewithal and sound judgment to recognize when it's time to walk away.
Sales isn't easy. There will be days when you feel down, but stick with it and keep a positive mindset and a growth mindset to help you get through tough days with a massive smile on your face.
Check out the other recommended objection handling resources below to learn more about this subject.
Overcoming Sales Objections: 9 Winning Strategies
20 Best Sales Objections Handling Techniques
How to Resolve and Handle Common Sales Objections
So what do you think about these objection handling techniques? Are you ready to handle sales objections?
Let me know in the comments section.
Also, it would be a great honor if you think this article is worthy of SHARING with your friends, family, and colleagues.
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Tim Fitzpatrick is the President of Rialto Marketing. At Rialto Marketing, we help take the guesswork out of marketing so your small business can grow. Marketing your business shouldn't be a constant challenge. If you are ready to eliminate the uncertainty and confusion of marketing your business, we can help.