The Secret of Successful Objection Handling in Sales

Back to Table of Contents

1. Sales Stalls & Objections Explained?

A stall is a reason not to do business now, an objection is a reason not to do business ever.

Example: “I am going to hold off buying the new software as we have a new CIO starting next month who should sign off on this.”

An objection is a reason not to do business ever.

Example: “We’re not progressing with your software because it’s not compatible with our existing systems.”

Back to Table of Contents

2. Common Sales Objections and How to Address Them Effectively

Sales objections are an inevitable part of the sales process, and mastering the art of objection handling is crucial for any successful salesperson. Here, we will explore common sales objections and effective methods to address them.

1. Pricing Objections

A pricing objection, such as “the price is too high,” is one of the most common objections salespeople face. To address this, start by ensuring you have communicated the value proposition effectively. Highlight the ROI and how your product solves the prospect’s concerns. Use a product demo to demonstrate the tangible benefits and cost-saving features.

2. Budget Constraints

Prospects often claim budget constraints as a reason not to purchase. In this case, it is essential to probe deeper to uncover the real objections. Ask open-ended questions to understand their financial priorities and constraints. Offer flexible payment terms or different contract terms if possible. By aligning your solution with their budget, you can alleviate their concerns.

3. Decision-Making Authority

Sometimes, the person you’re speaking with is not the decision maker, leading to objections such as “I need to discuss this with my boss.” It’s crucial to identify and engage with the right person from the start. During your discovery call, determine who has the decision-making authority and try to involve them early in the process. Building rapport with all stakeholders can also ease the decision-making process.

4. Lack of Trust

A lack of trust can be a significant barrier to closing a deal. To overcome this, focus on building credibility through social proof, case studies, and testimonials. Address any negative experiences they may have had with competitors. Consistently demonstrate your expertise and the benefits of your solution. Active listening skills are vital here, as they help you understand and address the buyer’s concerns effectively.

5. Timing Issues

Prospects often object with timing issues, stating it’s a “bad time” or they’re “too busy right now.” Acknowledge their current situation and suggest scheduling a follow-up meeting at a better time. Be proactive and set a reminder to follow up. Emphasize how your solution can save them time and resources in the long run.

6. Need for More Information

When a prospect asks for more information, it indicates a genuine need for understanding before making a decision. Provide detailed, relevant information and be ready to answer their questions comprehensively. Send additional resources, such as whitepapers or case studies, and arrange another call to discuss any further queries and add value.

7. Concerns About Change

Change can be daunting for many businesses, leading to resistance. Address this by explaining the implementation process in detail and providing examples of successful transitions from other clients. Offer a trial period or a pilot program to demonstrate how smoothly the transition can be.

By anticipating and responding properly to these common objections, you can improve your objection handling skills and increase your chances of closing more deals. Remember, the key to successful objection handling lies in listening closely, understanding the real problem, and providing tailored solutions that align with the prospect’s needs and concerns.

3. Examples of Objection Handling in Sales

Back to Table of Contents

4. Objection Handling Techniques to Prevent Stalls & Objections

The majority of Stalls & Objections come towards the end of the sales process as the sales professional moves towards some form of closing position. Whilst it may not be possible to completely eliminate stalls & objections it is possible to reduce the opportunity for them to arise. This strategy is highly counter-intuitive however it is also very effective and simple to execute as follows:

1. Write down the most common stalls & sales objections you receive.

When you do this, you will quickly realize that more often than not, it is the same or at least very similar objections that keep resurfacing. 

1. Once we know the most common sales objections, turn them into questions and qualifying criteria to use as part of your sales qualification process at the very start of the selling process.

As an example, you may have prospects who stall when you are competing with larger nationwide organisations because they are not sure that your business can handle their account. If that’s the case you could ask early on in the Lead Qualification process a question like:

 “Do you mind if I ask, many times in the past when we’ve spoken with nationwide organisations like yours although we have the internal systems & process to easily handle their account they were just uncomfortable using a regional player who could provide a bespoke service like us and went with one of the big nationwide suppliers. Do you think that might be an issue for your company and if so how would you suggest we overcome it?

This works well because you have moved the responsibility of handling the sales stall to the prospect.

It is much better to handle the buyers Stalls & Objections up front before they manifest, rather than waiting on the buyer to bring them up later in the sales process. Asking these questions upfront and early on in the sales process ensures there is:

1. a) A “good fit” between the sellers’ products and services and the buyer’s requirements moving forward.
2. b) Positions the Salesperson as upfront and not afraid to ask difficult questions that may ultimately lose them the sale.
3. c) Avoids wasting the sales person and buyers time, by pursuing an opportunity that will never close.
4. d) Help demonstrate the Sales Reps product and industry knowledge.

Many companies host bespoke sales training courses specific to handling sales stalls to support their Salespeople where they demonstrate best in class methods to overcome sales objections.

Back to Table of Contents

5. Objection Handling Training Tips to Reduce Sales Stalls & Objections

In cases where Sales Professionals have failed to qualify out genuine Sales Objections early on in the Sales Process, we recommend the use of flashcards for training. Simply take some 4” x 6” postcards and write down the most common stalls & objections.

Brainstorm with your sales team the best responses to those objections and write them down on the back of the card. You can then run short training sessions involving role-play to help the Sales Reps memorize the correct responses. Remember to monitor how successful your responses are – it may be that although the response makes perfect sense to you, it doesn’t work for your customers, so always check and look to improve if you are not getting the desired results.

Develop a series of Proof points from your customers that will validate your rebuttal.

Back to Table of Contents

6. Work on Your Sales Mindset

What we mean by this is, that many salespeople fear Stalls and Objections and too many become deflated, demoralised and give up. In reality, most objections are requests from the buyer for further information. The buyer is not yet clear in his mind, and they simply need some points clarified.

This is, in fact, an opportunity for the Sales Professional to shine, and not something they should fear or avoid. Sales Reps need to welcome stalls & objections and be much more positive when they are brought up. If the buyer has absolutely no stalls or sales objections, I would go as far as to question how genuine their interest is? Often silence is the first sign of a bigger problem.

Overcoming sales objections is a challenge that will never go away however, you can learn to handle these positively and productively, and turn them into a positive next step in the sales process. With some practice you will build your confidence, easily overcome sales objections you receive.

Back to Table of Contents

7. What is the easiest way to handle objections on sales calls?

Handling objections on sales calls can be challenging, as it requires quick thinking and effective communication skills. Here are a few tips for handling objections on sales calls:

1. Stay calm and positive: It’s important to stay calm and positive when handling objections, as this can help you maintain control of the conversation and build trust with the customer.
2. Listen actively: Pay attention to what the customer is saying and ask clarifying questions to fully understand their concerns. This can help you tailor your response to address their specific objections.
3. Acknowledge the objection: Validating the customer’s concerns and showing empathy can help build trust and rapport. For example, you might say something like “I understand your concern, and I appreciate you bringing it to my attention.”
4. Address the root cause: Identify and address the root cause of the customer’s objection. This may involve finding a solution to their concern or presenting alternative options that better meet their needs.
5. Use persuasive language: Use persuasive language to present your solution and highlight the benefits of your product or service. This may involve using logical arguments, sharing customer testimonials, or highlighting the value that your product or service can bring to the customer.

By following these tips, you can become more effective at handling objections on sales calls and closing more sales.

Back to Table of Contents

8. What are the most important skills for handling sales objections?

Handling objections is an important skill for sales professionals, as objections are a natural and common part of the sales process. Some of the most important skills for handling objections in sales include:

1. Active listening: Being an active listener on sales calls is essential for handling the most common sales objections effectively. This means paying attention to what the customer is saying and asking clarifying questions to fully understand the prospect’s concerns.
2. Empathy: Showing empathy for the customer’s concerns can help you build trust and rapport, and can make it easier to address their objections.
3. Confidence: Maintaining a confident and positive attitude throught your sales pitch can help you handle common objections effectively, as it shows the customer that you believe in your product or service and are able to address their concerns.
4. Problem-solving: Being able to identify and address the root cause of the customer’s objections can help you overcome them more effectively. This may involve finding a solution to the customer’s concern or presenting alternative options that better meet their needs.
5. Persuasion skills: Being able to persuade the customer to see your perspective and consider your solution can be key to overcoming objections. This may involve using logical arguments, sharing customer testimonials, or highlighting the benefits of your product or service.

By developing these skills, sales professionals can become more effective at handling common objections and closing sales.

Back to Table of Contents

9. The Psychology Behind Sales Objections and How to Overcome Them

Understanding the psychology behind sales objections is crucial for effectively addressing and overcoming them. Here, we will explore various sales objections and provide insights on how to handle them effectively using the following key concepts.

Recognizing and Addressing Common Sales Objections

1. Pricing Concerns

Pricing objections, such as “the cost is too high,” are common. The first step is to listen closely to the buyer’s concerns. Ensure they see the value of your product compared to cheaper versions or competitors. Demonstrating the ROI and highlighting cost-saving features can shift the focus from price to value. For instance, a product demo or case study can help illustrate these benefits.

2. Budget Constraints

Budget constraints are often raised as an objection. Probe deeper to understand the real reason behind this concern. Offering flexible payment terms can help. Remember, most salespeople face this objection daily and addressing it requires understanding the prospect’s financial priorities.

3. Decision-Making Authority

When prospects say they need to discuss with their boss, it’s essential to identify and engage with the decision-maker early. Build rapport with all stakeholders and ensure you communicate the value proposition effectively. This approach helps in overcoming such objections.

4. Trust Issues

A lack of trust can be a major barrier. Build credibility through social proof, case studies, and testimonials. Address any bad experiences they might have had with competitors. Consistent and clear communication can build a trusting relationship.

5. Timing Issues

Prospects often object due to bad timing or being swamped with work. Acknowledge their situation and suggest scheduling a follow-up at a better time. Emphasize how your solution can save them time and resources in the long run.

6. Need for More Information

When a prospect asks for more information, it shows genuine interest. Provide detailed and relevant information. Arrange follow-up meetings to address any further queries. This approach demonstrates your commitment to their needs.

7. Fear of Change

Change can be daunting, leading to resistance. Explain the implementation process and provide examples of successful transitions. Offering a trial period can help alleviate fears and demonstrate how smoothly the transition can occur.

Strategies for Effective Objection Handling

Listen Closely

Understanding the real objection requires active listening. Most objections are not the actual issue but a smokescreen. Listening helps in identifying the real reasons behind the objection.

Ask Questions

Asking questions helps in uncovering the true objection. It allows you to address the specific concerns of the prospect.

Provide Solutions

Offer tailored solutions that address the prospect’s objections. Whether it’s a flexible payment plan or additional information, ensure your response is relevant and helpful.

Build Rapport

Building a relationship with the prospect can ease the objection handling process. Trust and rapport are crucial in overcoming objections.

Follow Up

After addressing the objection, follow up with the prospect to ensure their concerns are resolved. This shows your commitment and can help in closing the deal.

Conclusion

Sales objections are a natural part of the sales process. By understanding the psychology behind these objections and using effective strategies, you can overcome them and close more deals. Remember, the key lies in listening closely, asking the right questions, and providing tailored solutions. By mastering these techniques, you can turn objections into opportunities for building stronger relationships and driving sales success.