Objections, like rejections, are inevitable when working in sales. Rarely does a sales pitch result in a deal without a little pushback from the buyer.
The best way to deal with objections and attempt to turn a ‘maybe’ into a ‘yes’ is to show up to each pitch, meeting, or phone call ready to address every type of objection. Here are a few ways to prepare for common objections in sales.
Don’t make it personal
Sales may not be for the faint of heart, but that’s not to say that even those with the thickest of skin don’t have a hard time dealing with rejection. Learning how to control your emotions and not take sales rejections personally is a learned, and very necessary, skill. No one likes to feel rejected, but it’s important to keep in mind that a sales pitch is a business encounter, not a personal one.
When faced with an objection during a sales pitch, take a moment to breathe and remember that this is not a reflection of you personally. Business is business, so in these moments it’s necessary to keep your emotions under control. The worst thing you could do is react to their objection in a negative way - that is sure to lead to a guaranteed "no."
After an objection, refocus on the task at hand and dive back into the sales pitch in a calm and professional manner using the knowledge you gained from their objection as a way to reframe your pitch.
Ask engaging questions
Despite the perceived stereotype of the sales industry and the idea that salespeople are pushy or talkative, sales actually requires more listening than it does talking. Once you begin your conversation with a prospect, it’s important to listen intently to what their current problem is and how your product or service can solve it rather than simply pitching them the whole time.
If it feels like the conversation is leading to an objection, keep it going by asking more questions. Listen carefully to any hesitation they may have and ask thoughtful questions that require a detailed answer. Objections from prospects are usually broad, so the more specific you can get with your questions, the better. This can help you better address the challenge and provide more insight into how your product can best serve them.
According to research from Hubspot, 35% of salespeople find overcoming price objections to be the biggest challenge they face. This is where it’s most important to be transparent. When it comes to discussing price, which is something buyers typically want to do upfront, there’s no room for lying or providing false hope.
It’s important to be clear about what you can and can’t offer them. If there’s room for flexibility in terms of price or offerings, then let them know and see if you can both come to an agreement. If there’s no room to budge, then it’s your job to explain why there’s value in what you’re offering and how it can fulfill the buyer’s need.
Know when to pause
Persistence is naturally a key part of the sales process, but there’s an art to knowing when to push and when to take a step back. Sales is all about relationship-building, which means it’s a long-term process. The last thing you want to do is be too pushy with a prospect and lose the sale or worse, miss out on potential meetings in the future.
Depending on what the objection is, there are only so many ways you can address it. If it’s an objection about budget, for example, then prove that there’s value in what you’re offering and show that your product or service deserves more budget allocated for it.
If the prospect continues to object or insists that there’s simply no room in their budget at this time, then schedule a follow-up for a later date. Knowing when to take a step back and return to the conversation when they’re ready is much more important than risking losing the lead altogether by being too pushy.
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