Overcoming objections can be one of the most intimidating parts of sales. Especially if you, by your nature, are non-confrontational. The thought of somebody telling us, “no” is scary. We don’t want to argue with people. Why can’t we just say, “okay!” and thank them for their time?
The reason is that often times an objection from a customer isn’t a “no” at all. It’s more like a “not yet”. The prospect needs some additional information to make their buying decision.
Let’s talk about how we can give them that additional information in a way that speaks the truth in love, and helps the client feel better about choosing to do business with you.
1. DON’T BE AFRAID OF THE OBJECTION
In a perfect world, prospects would buy every time we made a presentation. Sadly, that’s not reality. It’s easy to be intimidated by objections. You present your pitch, and the prospect says, “I want to think about it,” or “I can’t afford it.” Instantly, your heart sinks. It’s important to remember here that getting objections is actually a good thing.
Every objection you successfully overcome gets you one step closer to the prospect saying “yes”.
If a prospect says, “It’s too expensive,” and you are able to build enough value to justify the cost, and the prospect then agrees, you have the right to ask for their business again. Every objection is an opportunity to ask for the sale, or at least a buy-in.
2. DON’T IGNORE THEM
Ignoring an objection won’t make it go away. Some salespeople will brush objections to the side in the hopes the prospect will forget about them. Consumers are too smart for this tactic. If they have a concern they are going to want answers.
When you ignore a prospect’s objection you are devaluing them and their opinion. People buy from people they like, and people who genuinely care. If you don’t give them enough respect to listen to their concerns and value their opinion, they’re not going to like you or believe that you have their best interest at heart. So never ignore an objection.
3. DON’T ARGUE
As much as it pains me to admit, I have had my fair share of arguments with prospects and customers. When you are passionate about what you do, and believe you have the right solution for your prospect, but they want nothing to do with it, it’s easy to get defensive.
Arguing, though, has never once led to a sale. Overcoming objections with an argument will only create more distance between you and your prospect, and will squash any rapport you’ve built with them.
We have to speak the truth in love, with a gentle answer. This will overcome objections and will help your prospect feel respected and heard as well.
4. LISTEN FIRST
Don’t be quick to jump in with a response. There is nothing more frustrating than trying to tell a person your concerns only to have them miss your point completely because they’re just waiting for their turn to speak.
Listening shows your client that their opinion matters, and that you value their needs. When we aren’t actively listening, not only are we disrespecting our prospect, but we’re missing out on key information that can give us the very insite we need to overcome the objection.
So pay attention! Your client is giving you valuable information, and you get to give your respect in return. It’s a win-win.
5. GET ON THE SAME PAGE
The client says, “it’s too expensive.” So, we start to build value in our product or service and prove the great return on investment. Nailed it! The client agrees it’s fairly priced and worth the investment, but they still don’t want to close. What’s wrong?
We’re not on the same page.
When you get an objection it is so important that you ask the prospect to clarify what they mean. This client may have said, “it’s too expensive”, but they really meant was “I can’t afford it.” It’s impossible to overcome an objection if you are addressing the true objection. Get on the same page with your client by clarifying their concerns.
6. ECHO BACK
Along with clarifying the customer’s true objection comes the very important task of echoing back what they’ve said. Echo back with statements like, “So you feel like XYZ would be a good fit for your company, but you’re concerned about the contract length, is that right?” or “What I’m hearing is that you don’t think this feature will benefit your business, is that correct?”
By echoing back to the client you make sure that you truly understand the client’s perspective, and also show them that you are listening and engaged.
7. BE UNDERSTANDING
It is deeply ingrained in every human being to seek out relationships with other people who have their best interests in mind, people who actually care. We don’t thrive on superficial relationships. It makes sense, then, that overcoming objections in sales starts from a place of understanding.
Your prospects and customers want to feel understood. They want to feel heard.
We must be empathetic and sympathetic to the concerns of our customers. We can’t act as if they aren’t important. If somebody feels misunderstood, they can become confrontational. Work to get to a place of mutual understanding with your clients.
Try using statements like, “I understand where you’re coming from” or “I can appreciate that.” It will help the client to feel like you not only care but that you actually understand.
8. DON’T GET ANGRY
I can remember more than one occasion when I was straight up offended by something a prospect said to me and became angry. It was hard not to show my emotion in that moment. The client could sense that I was frustrated, they became confrontational, and the call quickly went downhill.
Offense is such an easy way for the enemy to creep in and tempt us. Read the book The Bait of Satan: Living Free From the Deadly Trap of Offense by John Bevere. It speaks on how Satan baits us with offense. Jesus encouraged us, though, not to take offense and sin in our anger, but rather to react in love.
When we choose to respond in love rather than in anger, we open up the doors for true, honest communication. It allows us to engage in dialogue so that we can overcome the client’s objections and get the sale.
9. AVOID “BUT”
So many times I have heard salespeople respond to objections with a statement like, “I can see your point, but actually blah blah blah.” When we tell our customer that we understand where they’re coming from, but then follow up with a “but”, we are devaluing everything they said.
Again, your customer wants to be heard.
Overcoming objections with, “I know, but…” is not only ineffective, it can actually cause your client to put up walls and kill any chances of further dialogue. You are basically saying, “I hear you, but you’re wrong, and here’s why.”
Instead, try saying something like, “I hear what you’re saying, and you have a valid concern. Many of my other clients have expressed the same concern before working with me. After we worked together, though, they felt very confident in their choice to go with us. If I can show you the success some of my other clients have had would that help you to feel more confident as well?”
The difference here is that you are offering a solution rather than an argument. You are hearing the client, validating what they’ve said, and then offering something to them. Your client will respond to this much better than “I know, but…”
No matter how good we are at overcoming objections in sales, it will all be for nothing if we are not patient with our prospects. There’s nothing worse than dealing with an impatient person. It makes people feel on-edge. Your clients will not be motivated to make a buying decision if we are impatient.
We should remember that people are entitled to take their time making buying decisions, especially if you are selling something that is a large investment. If we rush them through the process when they have objections, they may buy, but they will almost always cancel from buyers remorse.
Take your time, answer all the objections they have, speak to any concerns, and they will appreciate you respecting their needs.
IN THE END…
the best way to overcome objections in sales is to put the customer first and come from a place of understanding and brotherly love.
Your prospects want to you hear them, and to know that you understand where they’re coming from. They want to feel like their opinion matters, and that you are genuinely looking out for their best interest. So, don’t argue. Don’t ignore them. Don’t be impatient. Be understanding and make sure you’re on the same page with your customer. Take your time and communicate.
You will find that overcoming objections is not scary at all, it’s an opportunity to build the relationship and get your client closer to a “yes”.