Overcoming Objections in Sales

There are always objections in sales.

You’re going to get rejected sometimes. Some people aren’t ready to buy and may never be. But everyone else is looking at you, as a company representative, to help them make the right decision.

Whether they don’t see the value in your product or don’t have the time to learn about your product, it’s your job as a sales professional to help prospects make the decision to buy. If you do a poor job, you’ll help them make the decision not to buy.

Addressing Concerns & Objections in Sales

More often than not, a large portion of those who aren’t immediately ready to buy are actually looking to you for help in their decision making. They have concerns that need to be addressed before they can move forward on the sale. This typically manifests as objections;

objection definition card

For our purposes here, we’ll accept the definition that says ‘challenging’. Your prospects work hard for their money and they’re not apt to spend it without doing their research. So you can expect your prospects to challenge you and know it’s your job to overcome these objections.

We will assume you’re selling the best product on the market so you should feel free to be as persuasive as possible. If you’re selling a great product that enriches people’s lives, you can take pride in getting that product in the right hands.

Examples of Common Objections in Sales

  • “I don’t have the budget for this right now”
  • “I need to talk to my wife/boss/manager/etc”
  • “I’m content with my current product/service”
  • “I just don’t have the time right now”
  • “There are cheaper alternatives”

Warning: Sales is not for the weak of will

If your reaction to these phrases is ‘okay, have a good day’ then you simply haven’t been trained in sales. These objections always popup in one way or another so be ready for them. When they happen, you’re that much closer to the sale.

Breaking it Down: Objection Reframing

I won’t post two definition images but to reframe is to put a new frame around it. To provide a different way of understanding this objection you’ve been presented with.

#1 “I don’t have the money” ..

This is a common objection in any industry so try not to let your mind elicit images of poor hungry children waiting on your client to buy them food. If they can’t afford your product, they won’t buy it. Your prospects aren’t fools. You probably couldn’t get them to neglect themselves for your product if you wanted to.

While the easy way out, don’t offer a discount which can delegitimize your brand image and create more trust issues with your client. Instead, be ready to demonstrate your product/service’s value. Know your product well, and know the competitions – so you can show them why your product has unique value. That will give them reasons to pay whatever your price is.

#2 “I’m happy with my current product/service”

This one you can sum up as complacency and fear of change. It’s understood in psychology that there’s a familiarity bias, that is that people like the things that they’ve been exposed to for longer. The evolutionary purpose of this hard-wiring can be easily understood as ‘we know familiar things aren’t likely to suddenly kill us if they haven’t before’ vs. the risks associated with the unknown.

In computer science, this familiarity bias can be understood as a heuristic.  A way of processing things quickly that takes shortcuts at the cost of accuracy. When presented with complex questions, our minds will spontaneously answer a simpler question.

In this case, the complex question is: “should I buy this potentially better product?”

Yet the question being answered is “Do I need this new product?”

Yes, some products aren’t addressing needs and you probably already know if your product is a need or want. Yet if this person is engaging with you, they are giving you permission to provide them with the information needed to make a decision.

Complacency largely comes from being out of touch with the current market and being ill-informed of the best product in today’s world. That being said, take extra care to describe in detail what problems they might have without your product and the opportunities your product offers them.

jay corbett of the noble marketing agency
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Overview of Objections in Sales

We’ve just explored what exactly objections in sales is and how they fit into the business context. Even if you only tell prospects the benefits of your products, and do no other selling, you’ll close a higher number than without considering objections at all.

There’s more to it than just talking your product down your clients’ throats though. When they present an objection, don’t shy away from it but rather ask questions and probe into the deeper root of the issue. Acknowledge their concerns as legitimate by being genuinely interested in how they came to be before your try to inoculate them.

There’s much more to selling. Authority, credibility, and rapport-building are all needed to be a great salesperson. You can establish those things in your etiquette, tonality, approach, knowledge of your industry & more.

Purchasing great products can be a liberating experience and if you’re selling quality stuff it’s your responsibility as a sales professional to help your customers make informed decisions.

Being a salesman means getting the sale when you can but remember – an excellent brand will send a client to a different company if they believe the other company has a better product. This even serves to add more value to your brand than selling them an inferior product.

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