Have you ever been tripped up in a sales call with…
An objection?!
How could someone NOT want your offer?!
After all, it’s the best offer on the planet (because it’s yours)!
Don’t worry, we’ve all been there.
Objections in sales are inevitable.
They often leave us discouraged and unsure of our product or service.
However, objections can be good (more on this later).
In this issue, we will make you an object-handling wizard.
Are you smelling what I’m selling?
If so, let’s nerd out and dive in.
Key Takeaways
- Getting in front of objections is essential to overcoming them.
- There are several common reasons people object.
- You need to start using the word "feedback" instead of "objection.
- Keep an objection journal to note common objections.
Why Do People Object?
People object for various reasons, and understanding these can be the key to overcoming objections and closing sales.
Objections typically fall into one of five categories:
- Budget: The prospect doesn’t have the financial resources.
- Trust: The prospect has never heard of you.
- Need: The prospect doesn’t understand how you’re different.
- Urgency: The prospect sees the value but doesn’t feel a pressing need to act now. \
- Authority: The “prospect” isn’t the decision maker.
Each objection requires a unique approach and strategy, but first, we must reframe objections.
How to Reframe Objections
Objections are like air bubbles in a sinking ship.
They show you small cracks before they turn into large ones.
Each objection is an opportunity to patch a leak and strengthen the “structure” of your offering.
It’s crucial to remember that objections aren’t just barriers to a sale; they’re insights directly from your target audience about how your offer could be improved or better positioned.
I encourage you to put your ego aside and practice active listening with your prospects.
Remember, sales are like “at-bats.”
You’ll always have another one, and you must improve each time.
Remember to:
- Always be curious.
- Never be defensive.
And most importantly, never stop learning from your objections.
How to Avoid Objections All Together
Over time, it IS possible to avoid MOST objections.
If you can nail these down, you’ll avoid MOST objections in advance:
- Understanding Your Target Customer: Knowing your target customer’s pain points and needs allows you to anticipate their objections and bake them into your offering.
- Preemptive Communication: By acknowledging common concerns upfront, you show prospects that you understand and care about their reservations.
- Building Rapport: Establish a connection with your prospects. People buy from those they like and trust; fostering a genuine relationship can minimize objections.
- Clarifying Value: Make sure your value proposition is clear and relevant. If prospects see the distinct benefits and ROI, they’re less likely to object.
All that said, people will still object.
Here’s how to not get caught with your pants down.
Common Objections and How to Handle Them
Before we dive into the most common sales objections, I’d like to take a moment to caveat something.
Not everyone is going to buy from you (nor should they).
“If you can’t help someone, don’t sell someone.” should be your new motto.
If the timing isn’t right, or the offer doesn’t align, pivot to a follow-up.
Now that’s out of the way, let’s dive in, starting with the top objections you’re probably facing in sales.
Objection 1: “It’s too expensive.”
If you get this objection, you haven’t shown the value (your fault).
You must transition the conversation from price (who cares) to value (ROI).
Price then becomes an inconsequential object.
Ask your prospect:
- “What do you mean by expensive?”
- “Why do you think it’s too high?”
- “What aren’t you getting what you’d thought you’d get at this price?”
From there, you can showcase the value and benefits of your offer that justify the price point.
Objection 2: “I have to think about it”
They don’t.
YOU’RE the only one with information that could guide them to the right choice.
The way to answer this is by asking:
- “Help me understand what you’re thinking about?”
- “What are the most important things you’re thinking about?”
- “I’m the only one with the information you need; what can I answer for you?”
Then, again, practice active listening. They’ll then give you their biggest (real) objections.
Objection 3: “I need to run this by”
Gosh…this one.
If you’ve gotten here, you haven’t qualified the prospect properly (another future LFG issue).
That said, you can still ask several thoughtful questions, including:
- “What part do you think you need to run by your partner?”
- “What’s holding you back from making this decision solo (if it were a home run)?”
Finally, in this situation, it’s imperative to get a 3-way call with “the team.”
Make sure to schedule that call on this call.
Objection 4: “We’re already working with someone else”
This is a bit different; they already have another vendor.
But don’t worry, it’s not over yet.
First, ask:
- “I’ve heard great things about X company, but what could they do better?”
- “I’m hearing that they’re absolutely amazing, and you’re not even considering leaving them?”
From there, address those pain points and showcase your differentiators.
Objection 5: “I’m too busy.”
If they’re too busy, they essentially say, “I don’t think this is important.”
If they’ve said this, ask:
- “So, solving these challenges isn’t a priority?”
- “You’ve said this is important to fix, but you’re also telling me it’s not a priority. Where does this fit?”
From there, they might understand the urgency and see the value in your offering.
Final Thoughts on Objections
Objecting can be good.
It enables you to get better at sales and better your offering.
Remember always to be curious, never be defensive, and never stop learning from objections.
By understanding reasons why people object, you’ll know how to reframe them into opportunities for improvement.