Overcoming Sales Objections

One thing I haven’t specifically dwelled on is overcoming sales objections. In fact, out of 142 of the podcast episodes I’ve published, only four episodes, if you include this one, are about sales objections. Because there are just so many of them, aren’t there?

Overcoming Sales Objection
Overcoming Sales Objections

Actually, there are not a whole lot of real sales objections.

Most are excuses, or stalls. A way to get you to stop trying to close a sale at that moment.

Why do prospects do this? Maybe they don’t want to hurt your feelings, or they’re embarrassed to share the real reason they don’t want to, or can’t buy from you. It’s easier to lie than to tell you the truth, and they just want you to go away.

Here are some of the top lies, or excuses, I have heard.

  • I need to think about it.
  • I have to run this by my spouse, partner, kids, lawyer, financial advisor…
  • I never buy at the first meeting, or
  • I need to clean up some other things, but I’ll be ready next week, month, or year.

When a prospect says one or more of these things, what they are really saying to you is, I don’t have the money, I don’t want to spend the money, I want to shop around, I have someone else I’d rather work with, I don’t believe what you’re saying, I don’t think I need what you’re offering me, or even I think your price is too high or I don’t see the value/or any value in your proposal.

So when you start to try to overcome sales objections, it’s important to understand the real objection and to get to the root of what your prospect is really thinking. In other words, you have to understand the sales objection before you can overcome the sales objection.

When a prospect tells you no, are they saying “I don’t understand what you (the salesperson) are saying?”, or are they saying “not now”?

Sometimes it’s even possible that you as the salesperson are doing or saying something that may be contributing to the buyer’s confusion or hesitancy.

Do you keep getting the same objections over and over? Go back and analyze your sales conversation. What you are saying, and what you’re not saying, that might be leading to your prospect’s objections? In episode 60 – how to reduce the sales friction points in your sales process, I talked about how to identify and reduce or eliminate sales friction points to help you create a better customer experience and close sales faster.

Before you can overcome sales objections, you need to understand why you get objections.

There are two reasons why this happens.

One the prospect is interested but he or she has doubts or unanswered questions after speaking with you.

Two,  the prospect does not want what you are offering, does not have the money, or needs someone else’s approval.

Reason number two happens because you did not take the time to completely qualify the prospect. Who is the real decision maker? What is the need and interest level?

Reason number one happens because you have not properly established the need, rapport, trust or simply that your sales presentation process is weak and you have not done the work to prepare, including knowing the answers to anticipated objections that come up a lot.

So, assuming you’ve done your homework, and really do have a great sales process and conversation in place, how do you identify a true objection and  overcome it?

Here is my 6-step overcoming sales objections process.

Listen – Let the prospect talk. Walk and they will reveal the true objection if you just let them talk.

Repeat – mirror back to them what you think they are saying. This not only shows that you are truly listening, that you care what they are saying and find it important, but also that you have heard what they are saying and understand it correctly.

Ask – is this the only reason they are not making a purchase, or are there other reasons as well?

What if? If you are able to (fill their objection here) would that be enough for them to make a decision today?

Demonstrate value and benefits to them, as well as how your solution will work for them and help them to solve their problem.

Your product knowledge and confidence in yourself and what you are selling needs to shine through in a sincere and authentic way. If not, your prospect will sense your shortcomings, and doubt what you are telling them.

Being prepared and confident in your answers will help to establish trust. Using stories about how you and your product or service have helped others in similar situations is incredibly helpful here to establish rapport and trust. Go back and listen to episode 78, how you can sell with stories (even if you don’t have one of your own).

Assume the sale – “I’m glad we were able to work that out for you. Let’s continue… “ Check out episode 27 – how to close your sales with confidence.

It’s important to go through these steps in order, and not jump around. And be prepared in advance. Anticipate objections. Bring common objections up and answer them during your sales conversation, before your prospect brings them up. When you know the common sales objections, you can be pretty sure your prospect may already be thinking about them. So bring them up conversationally, using a story to overcome the objection.

This technique also helps to establish trust and credibility because it shows you know what you’re talking about.

To recap,

Be prepared – know the common sales objections people have and the answers.

Qualify your prospect as much as you can so that you don’t waste their time, or yours.

Don’t be shy about asking questions you need to know answers to so that you can best help your prospect.

Analyze your sales process and presentation for gaps that may leave your prospect confused either as to what the value for them actually is, or as to what the next step to working with you is.

If you would like help in creating your own systematic sales process and creating a well-prepared sales presentation, check out the 5-Figure Paycheck Sales Training and Mentorship Program. My 4 – phase program designed to help you become confident with your presentations; answer and overcome sales objections; and put your own sales system in place to successfully prospect, present and close more sales. Go to 5-figurepaycheck.com to start today or to schedule a free 20-minute consultation call with me. 

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  1. Pingback: Do You Really Understand the Know, Like, Trust Factor | Sales Success

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