A no or a maybe from a customer isn’t always the end but rather just a speedbump. Even with well-qualified leads, objections are still a common part of the sales process. However, with the right skills, you can turn more “nos” into “yeses” to close more sales and establish a strong business.
In this article, we’ll talk about some common sales objections and how to overcome them.
What are the most common sales objections?
Customers may phrase objections differently, but as the best sales training programs teach, there are four main causes at the core of most objections. These are:
- Price. Buyers may have an issue with the price of the product or service for several reasons. For instance, they may be working on a tight budget. Alternatively, it could also mean you’re targeting the wrong customers who can’t afford what you have to offer.
- Lack of trust. If customers don’t have enough information, it can lead to uncertainty about your offering. This lack of trust will typically make buyers shy away from your product or service.
- No sense of urgency. Buyers may be interested in your offering but may not immediately see why they need your product or service at that point on time.
- Need. Sometimes, objections arise because your prospects may not need what you’re offering. Alternatively, they might need the product or service but aren’t able to see it yet.
How to deal with sales objections
Regardless of the reason why you don’t get the yes the first time, you can still jump over these obstacles to seize more deals. Here’s how.
Give an attentive ear
Effective sales programs usually advise that one of the keys to overcoming objections is to listen carefully to what customers have to say. While you may be burning to explain your case so the buyer can picture how much they need your offering, train yourself to prioritize listening.
When you listen intently, you signal to your customers that you’re going the extra mile to help them. When buyers feel more secure, it can ease their worries and thaw away some objections. Here are some ways you can show your customer that they have your undivided attention:
- Let the buyer speak and hold back the urge to interrupt or correct them.
- Keep an open mind. Avoid clouding your thoughts with preconceived notions based on your previous experiences or what you learned in training programs. Every situation is unique, and your past experience or training might not be 100% applicable to a fresh situation.
- Use your body language to show the buyer that you’re listening, For example, you can lean in or nod your head occasionally.
Get to the crux of the objection
Sometimes, when a customer raises an objection, it may look like one thing on the face of it but can be a mask for another issue altogether.
It may also be the case that different objections are rolled up into one. For instance, the buyer may be worried about the price because they don’t see enough value from your product. On top of that, the prospect may not trust that your sales team has the prospect’s interests at heart. So, it pays to get to the bottom of any objection to determine what the biggest sticking point is before you respond.
Train yourself to ask follow-up questions to help you figure out what the real objection is. Remember to make it clear to the customer that you see their issue as a valid one.
Give effective responses
Once you get the drift of why the seller objects to your offer, it’s time to respond. It helps to start your response by addressing the biggest concerns that your customers may have. When you knock down the chief objection, the rest will tend to fall away.
For instance, you can highlight success stories and testimonials if you’re dealing with a trust objection. That way, the buyer can see how your product or service has impacted other customers with who they can identify. When you cultivate a notable level of trust, your buyer’s perception of your value can improve, and so will their view of the price.
If the objection is about something you don’t have the authority to deal with yourself, it’s best to be open about it. Let the customer know you’ll pass the issue along the chain of command and expect a timely response.
Make sure you’re on the same page
Training programs geared toward salespeople often teach never to work based on assumptions. So, when you’ve responded to the objection, make sure that you’re moving together in unison by asking the buyer for confirmation.
For instance, “As per our agreement, please confirm that you are happy to proceed with the purchase at this lower price?” Wait for an explicit response before you proceed. Unclear responses like a nod of the head may not be a true reflection of what the buyer is thinking.
Remember that you can’t resolve all objections. If the customer keeps brushing you off, consider whether it’s time to drop the sale and zero in on other prospects instead.
Overcoming sales objections
To overcome common sales objections, it pays to listen to the buyer and to always strive to understand their concerns when you realize why the customer objects, field your response and get confirmation that you’re in harmony with the buyer before proceeding with the offer.