Leads and prospects can and will say 'no' to an offer. It happens and usually is one of the popular reasons for a failure to convert prospects into customers. That's why experts pay special attention to overcoming objections in sales.
What are the objections in particular? What are the effective strategies for handling objections? Read on to learn the basics, see popular methods, and get essential tips for dealing with objections.
What are sales objections?
Objections indicate that the lead, prospect, or future customer is not buying from you for specific reasons -- but it's also an indicator of interest. Why? They simply need more time, or more details, before they're ready to purchase a service or product.
The primary source of an objection is they aren't 100% sure that your solution can solve their problem. Yet, as the practice shows, it is only a barrier that sales specialists must overcome to close a good sale.
Such a barrier may derive from the buyer's lack of knowledge, trust, benefit, or need concerning the product. Thus, the salesperson would apply different techniques to push a deal, show the value, or provide social proof.
Examples of overcoming objections
Let's consider several common sales objections and responses specialists can provide. Imagine you are trying to approach new leads with cold outreach. In this regard, recipients can be not interested or need more credibility towards you. What will be your response?
You are likely to provide value, offer solutions and support them with social proof. It is the way to answer their requirements and overcome the barrier. Here is an example:
"Thank you for your reply. I understand your concerns (1-2 Sentences value piece about your product/service and links to social proof.) If you change your mind, please let me know!"
Note: If you are using outreach, you should research how to write compelling messages to ensure your emails get to the inbox. The GetProspect email extension extracts emails from LinkedIn and gives you information on leads. Ultimately, it can help with personalization or important details invoking a reply.
Another example is when someone has issues with a budget or a solution upon answering your cold outreach, replying to an offer, or updating upon a demo. In this regard, your communication dealing with objections should be the following:
"It seems you don't see our product/service is right for you. Can you elaborate on how you deal with the [issue that your product/service offers a solution to] right now? I believe there's a chance we can help you with a better option in terms of price/need."
Both of these sales objection examples show that when leads or prospects need more certainty regarding the product, you should find a way to ensure that you can help.
As soon as you see the root of the objection in sales, you can push more deals and get more revenues.
How to Handle Objections in Sales
- Listen to the buyer and study their needs
- Understand the core issue
- Address it first
- Evaluate
You can reply to the same objection in many different ways. How? Why? Each person may require a different answer depending on their individual characteristics and quirks. Answers will vary based on the buyer’s personality and nature.
For example, some people you can joke with, and others can’t. Every situation could be unique, even if the objection is the same.
Yet, salespeople usually apply the universal model involving four steps for overcoming sales objections:
1. Listen to the buyer and study their needs
Once you listen to the needs and concerns of the objection, it means you must consider what they said. As a result, you get the whole picture behind the words that the lead communicates.
It might help if you do not take the customer's comments defensively and see behind the negative response. Also, if you ignore the request or the objection and continue to push the deal without considering the barriers that have arisen, you can divert a customer. It can lead to making a wrong impression and driving leads to your competitors.
Consider the details and read between the lines to provide a worthy rebuttal.
2. Understand the core issue
The next step in overcoming sales objections lies in acknowledging and understanding it. After you actively listen, you can gather enough insights to understand the issue better.
In particular, you will need to research further by asking questions. Be respectful, but work to reach the root of their objection.
One of the strategies in handling objections is to restate the person's concern. Usually, when you acknowledge the issue, people start opening up and sharing more details, giving you the window to offer solutions and push toward a purchase.
3. Address the main concern first
Once you have enough information now to identify the core issue, your next step will be to focus on giving a proper response. Usually, it is about addressing their concern, underlining your value, and providing a clear resolution.
The clarity and accuracy of your response to the main concern will allow you to lift the buyer's defense. It is critical for overcoming objections in sales. From there, move on to discussing minor issues and elaborate on a plan to close the sale
Importantly, you need to research the issue and develop your response with the knowledge about a niche, leads' peculiarities, buyer’s cycle, and even the insights you get from analyzing their social media.
4. Evaluate whether you did it right
Lastly, upon dealing with objections from the lead or buyer, you should be sure you are doing everything right.
What does that mean? It would be best if you got confirmation that your solution suits the pain point. Sometimes, people need more information or details to fully acknowledge that your product will help them in the long run.
People will agree with you, believe your solution solves their pain, and still not accept your terms. In the end, ensure there are no further objections, get sincere feedback, and don’t be pushy.
How to Respond to Objections
- Identify the reason for the objection
- Ask questions in a proper way
- Explain how you helped others
- Be sincere about your abilities
- Pick a rebuttal method
Any objection is an opportunity for you to start a fruitful conversation and build customer relationships. Overcoming objections in sales has much to do with how well you see the root of the problem and how you communicate with the buyer.
Be polite, non-intrusive, and accurate in asking questions and providing value. Common sales objections and responses can require a general approach. Yet, there is always room for peculiarities, personalization, and additional research.
Here are the efficient sales techniques for overcoming objections that you should consider:
1. Identify the reason for the objection
The buyer's justification for saying 'no' to your offer can differ. An objection can be founded or unfounded. It’s your goal to quickly determine the type and source of their rebuttal. Most top sales objections refer to the following:
- “I am afraid It’s too expensive.” In this case, determine whether they lack funds or see your product as too costly. Focus on your value and underline the benefits they get considering the price provided.
- “Listen, we already have a product like yours.” Their objection can come from being satisfied with the product they already use. You can show that trends change and how the new incentive (your product) can bring more benefits.
- “Actually, I don’t know you, or trust you.” They may know little about you, meaning you should provide proof, references, and demo's to convince them of your credibility.
- “I really don’t have the time for this.” We all try to keep up with the world's changes. Find out why they’re so busy.. Perhaps your product can make them more efficient and save them time. However, assure them that your communication will be brief.
- “We already work with XYZ Company.” Research why they support your competitor and try to offer the same or even more. It is vital to show the situations in which your solution will be a better fit.
2. Ask questions in a proper way
Another important part of handling objections is asking questions that provide relevant information. Be proactive, and think of good follow-up questions and how to use them.
Ask open-ended questions. It will allow you to lower the defense of the buyers and encourage them to share their concerns with you. Here are some objection-handling questions you can ask:
- Why does this part of our offer feel wrong to you?
- What aspects of the offer are preventing you from a purchase?
- Can you elaborate more on the issue?
Also, prepare long before overcoming objections. You can create a separate file with the templates of questions or form them in the form of a tree, where the answer to the primary questions can be followed with a certain follow-up.
Importantly, your questions should always be relevant to the individual. Even if you have a file filled with questions, customize them to each customer, so they aren’t generic or looked scripted. Also, make sure you get enough info out of your research, lead data, and active listening for proper arguments.
Note: You need different tools for overcoming objections in sales. For instance, you should at least have a strong CRM, email provider software, or lead database. You can use a single SaaS marketplace to manage the tech stack and plan your workflow beforehand.
3. Explain how you helped others
Whether you’re doing cold sales outreach or simply answering anyone who doubts your products, your strategies for handling objections should display how you can help. Have examples and cases that prove the value and efficiency of your product. You can even create individual cases with the help of your customers. Be sure to add specifics and some details that your buyers can relate to so that you sound less generic.
In case there are trust issues, provide social proof, like reviews or links to the comments on your product. The authority can turn things around and make people believe you are an expert adding to your solutions.
4. Be sincere about your abilities
Honesty matters, especially if you are building new relationships. Overcoming objections in sales often focuses on the value and benefits your company can offer. However, admitting that you cannot cover certain areas or offer solutions is just as important.
In any case, be sincere when selling or offering solutions. Their business can depend on them. Be honest, and it will add to your trust and reputation.
5. Pick a rebuttal method
Lastly, depending on the situation, there are different strategies to handle objections. You can use a rebuttal model or method that has the following event or elements as its basis.
- Substitution. When you offer the alternative in your rebuttal.
- Question. When you counter their question with a question.
- Denial. When you know you’re right, you use the objection as an occasion for education regarding your assertion.
- Super Point. When you have a strong argument that can compensate for their concerns.
- Third-party. When you provide solid proof from other businesses or clients.
- Demo. When you offer to show how the product can solve the issues.
Final Thoughts
As a result, dealing with objections requires a salesperson to see the reason for the barrier and provide the right reply when developing the rebuttal.
The latter depends on how you know your leads, understand their pain points, and developed methods of communication. Your success depends on how you identify the various types of sales objections, listen intently, and how you ask follow-up questions.
In the end, handling objections is a process requiring preparation, order, and good communication skills. If you believe you could use help, there are several sales training platforms that can help.
