Sales objections. To the novice salesperson, they are annoying at best and terrifying at worst.
To the seasoned sales professional, though, an objection is an opportunity goldmine.
An objection means a buyer is engaged. A potential customer is actually considering your proposal.
Consider this: Have you ever created a pros-and-cons list for something that you were considering doing? Perhaps it was something momentous like moving to India to volunteering at an orphanage. Or, it could be as insignificant as deciding on pizza versus Thai food for dinner. Either way, a decision needs to be made. And in so doing, you consider not only the benefits but also the costs.
If you were thinking about moving to India, you’d first have to consider the risk and cost of moving there.
Do you see the parallel to sales? The very fact that somebody is objecting inherently indicates a level of interest. It’s your job to recognize these objections like small embers among dry kindling and fan them into a burning fire.
Overcoming sales objections is the key to making the sales. Here are some tips and tricks that will help you close, close, close.
Objection: “You’re too expensive.”
Solution: Continue the conversation.
In almost any industry you’ll face competition. That means there always seems to be a cheaper alternative around the bend. Sooner or later you will be confronted with that statement that strikes pain in the heart of any businessperson: “You’re way too expensive.” Ouch.
And maybe your product or service really is higher in price than that of your competitor. But should that stop you? No. So don’t let that be the end of the conversation.
Objection: “Give me more.”
Solution: Present the facts.
Many customers want the perfect combination of exceptional quality, wonderful service and low prices all handed to them on a silver platter. We all know it is extremely difficult to provide the lowest possible price while simultaneously achieving the greatest quality and the greatest customer service. So your potential client wants your most comprehensive design suite — website, print collateral, signage and social media — for $5,000 less than you price out? Your lead probably doesn’t understand that what he/she is expecting is unreasonable.
This desire to “have it all” plays a huge role in customer purchasing. Focus on what your prospect is receiving for the extra money when you are overcoming sales objections. It’s your job to spell out the value of that design suite.
So go ahead and highlight your strengths. Have a clearly articulated reason in your back pocket that clearly explains what makes you better than your competitors. Highlight to your customers what they will receive and why it is, in fact, so great. In other words, sell the value that your product will bring to them.
Objection: “Your product doesn’t meet our needs.”
Solution: See things from the client’s perspective.
Empathy is a powerful tool when overcoming a sales objection.
You may be a great salesperson and you may be able to sweet talk a prospect into buying once or even twice, but in the end if your product isn’t meeting the people’s needs, they will go elsewhere. Pause to evaluate the mindset of your prospective customers.
What do they need and why do they need it? How can what you offer make their lives a bit easier or their businesses more productive?
When you break it down in this way, you’ll start to get some unexpected insights.
The main takeaway here is that when you truly see through your clients’ eyes, you can customize your approach. You’ll begin making points that speak to both their emotions and the logical part of their brains.
Objection: “I don’t want to change.”
Solution: Reshape the customer's fearful mindset.
No one wants to make a bad decision.
Show the potential buyer that you have a proven track record of tangible success. And give them numbers to latch on to. Point out your past successes and demonstrate why you are reliable and dependable. This approach will go a long way. Facts speak volumes, and they’re essential to overcoming sales objections.
Another aspect of customer fear is a general fear of change. But here’s your mission: Reshape the notion that change is bad.
Highlight for your customers how their industry has changed both in the long-term and the short-term. Explain how that change directly benefitted them and their business.
Your potential customer had to adapt to changes within the industry at some point in order to be successful. Stay calm and explain clearly how change in their industry has been a positive thing in many ways. Emphasize the value of adaptation. When your lead begins to welcome change, you’ve gone a long way toward making the sale happen.
Overcoming sales objections may take practice, but your skills will improve over time. Never panic, because it certainly isn’t necessary to lower your price to get the sale. The simple act of customizing your approach will put you on the path toward negating future objections before they even occur.
Remember, objections mean interest.