Nobody likes to hear “no”. But in a profession of a salesperson “no” is a very frequent word, along with others that make objections. Objections are an integral part of most deals (especially if they are about hard and big products, which require extensive sales efforts). Overcoming objections in sales is necessary for a seller to make sales, as nearly no sale comes without objections.
Reasons for objection in sales
When a customer or prospect says “no”, it doesn’t necessarily mean they aren’t willing to buy. It is a common approach to express existing concerns. And it is a task of a salesperson to find out what these concerns are and explore the ways of overcoming them.
Possible types of concerns usually are:
- a possibility of a product to close pains of a client
- engagement with the product and what it might bring to a client
- a difference of a product from similar products on the market in good and bad ways
- the absence of success stories (or a client is not knowledgeable about them).
Thus, by saying “no” (or similar words), a client in most cases tries to show they need to be convinced to make this purchase. And a salesperson needs to be specifically trained on sales techniques of overcoming objections.
Tips on how to overcome objections in sales
How to overcome objections in sales? It is a small science, which requires extensive training from a person to do the job well, personal skills (soft and hard), and an internal driving to do the job (enthusiasm). There are some tips to handle objections:
Before going for a deal, prepare. Know about a buyer, their company, existing pains that your product shall close, come up with a possible list of questions/denials and ways of answering them, learn about the needs of a buyer in your product (if any) and possible restrains, which might interfere with your sales plans (like, for instance, the need to go through a large agreement procedure within the buyer’s company before making any deal possible).
2. Master emotions.
Only those salespeople win in the long run who effectively master their emotions. This is one of the very important rules for all negotiations.
3. No sales objections might mean no engagement.
In most cases, a client with no interest in your product shows no objections, as they’re simply unwilling to buy it from you. Overcoming objections sales in such a case is the next step after you create a genuine interest of a buyer in your offer.
4. Honesty about pricing.
Pricing accounts for over a third part of all objections. And there exist hundreds of various tips in educational programs for salesmen specifically on the matter of overcoming price objections. Since they are so widespread, we’re not listing them all here. Just a few examples:
- Too expensive compared to what exactly?
- The best products are always more expensive.
- Is it your budget restraints or cash flow?
- Do you have other, cheaper, products selected already?
- Let’s explore how we could fit into your budget.
5. Push prospects.
It is not necessary to push all clients – after all, some won’t buy from you no matter how hard you try. Try to close deals only with interested prospects, who show signs of willingness to buy after you close their objections.
6. Learn from mistakes.
Those mistakes that didn’t allow you to sell shall be closely inspected: why they happened, how exactly they interfered, how you could overcome them in the future (if you could), and does this mistake requires more training or systematic knowledge.
7. Ask for specifics of denials.
Not all prospects, but some will tell you what you did wrong trying to overcome objections they were having or what prevented them from making a deal. This can serve you as a ground for another sales attempt to this prospector, if that won’t happen, then you’ll learn for the future. Surely, not everything you will be told is true but, at least, some portion of it.
8. Limelight stories of success.
Clients might not know how your product helped other clients having similar necessities. You should tell them about previous success stories and – if possible – recommend them to contact your happy customers so they can actually speak with one another. This might significantly boost up your sales, turning a non-interested fellow into a heated-up prospect.
There are many techniques for handling objections. One of them is called LAER: Listen, Acknowledge, Explore, Respond.
At the first step, you have to listen to the client’s needs, wants, and objections. Then, you have to acknowledge these and formulate a vision of how your offer could help. At the third step, you shall make sure you really understand what customer’s objections are and how they can be withdrawn. Finally, you shall show how your offer closes pains and what your offer fully consists of. Although it is not a one-size-fits-all solution, it is one of the effective measures to make sales.
Conclusion on overcoming customer objections
Objections are a part of the job of a salesman and they shan't be treated as obstacles to overcome. They are rather points of negotiation. With the right preparation and proper training of your soft and hard skills, your sales efforts will be rewarded.