Overcoming Objections: Tips and Techniques to Close More Sales

When selling, objections are a common occurrence. Prospective customers may have concerns, questions, or doubts that prevent them from making a purchase decision. Many objections occur early in the sales cycle and are covers for what’s really going on, they are also more frequent in outbound calls or when you are being used as quote fodder.

Whilst objections can be challenging, they are also an opportunity for salespeople to build rapport, demonstrate value, and ultimately close more deals. In this blog post, we'll explore five common objection types and how to handle them effectively (the characters are purely fictional or are they!).

1. Delay Ray: Stalls are common objections that customers use to delay or prolong the sales process. For example, when Ray says, "I need to speak to the buying committee first," he may be hesitant to decide and want to involve other stakeholders in the decision-making process to share the responsibility especially in tougher business times. To overcome stalls, it's crucial to handle Ray's concerns with care and avoid challenging him or creating unnecessary conflict. The first step is to acknowledge Ray's concerns and demonstrate empathy towards his need to involve others.

Assure Ray that you understand his decision-making process and that you are there to support him in any way possible. Offer to help facilitate the decision-making process by providing relevant information or resources that can address the needs of the buying committee.

It's important to be patient and persistent, but not pushy. Avoid pressuring Ray or trying to force a decision. Instead, focus on building trust and rapport with Ray by understanding his specific needs, addressing any questions or objections he may have, and providing the necessary support and resources to help him make an informed decision.

1. Not today Frank: Frank may use objections to dismiss you or your offering, and one common objection is "I'm not interested." This type of objection, often referred to as a brush-off, can be challenging to overcome. However, with the right approach, you can turn it into an opportunity to engage with Frank and address his underlying concerns.

By asking probing questions and actively listening to Frank's feedback, you can uncover the root of his disinterest and provide tailored solutions that demonstrate the value of your offering. Remember, persistence, positivity, and effective communication are key when handling this objection type, ultimately your best coarse of action is to get an understanding of why Frank is not interested and see if there are tangible reasons to speak at a latter date.

1. Ice Cold Triston: The cold shoulder objection is when a customer requests more information but is not yet ready to engage in a conversation. For example, "Send me some information over." To overcome this, agree to send information and ask open-ended follow-up questions, one technique I use is to suggest we have a 10 minute chat now (or later) to be sure I send over the most relevant content. This can help you understand the customer's needs better and provide a basis for future conversations.

There may also be a genuine reason why Triston wants to read up on your product especially if it’s a cold call and by providing them with the right content you will increase the odds of a sale process commencing.

1. Complacent Johnny: Complacency objections occur when Johnny doesn’t see the need for your product or service. To overcome complacency objections, lead by showing some research you have done on how your product or service is used in Johnny’s industry or use a customer success story from his competitor. This can demonstrate the value of your product or service and create a sense of urgency.

2. Price Queen Jean: Price objections are ubiquitous in sales, and Jean may raise concerns about how your offering fits within her budget. However, it's essential to understand that Jean's objection is not necessarily about the price itself, but rather how it aligns with her budgetary constraints. To overcome price objections, it's crucial to effectively communicate the value of your product or service, highlighting the benefits it can bring to Jean's specific needs. Early in the sales cycle, provide clear ROI (Return on Investment) information and seek clarification on price points and ROI assumptions. By demonstrating the potential return on investment, you can help Jean understand the long-term benefits of your offering and address any misconceptions she may have about the price. Remember, effective communication and addressing Jean's budget concerns proactively can help you overcome price objections and close the deal.

3. Happy Larry: Unless you have revolutionary technology or service, encountering Larry, who is content with his current business partnerships, is common. Many companies are already working with one of your competitors, and Larry may exhibit incumbent mania, showing reluctance to switch. To overcome this objection, it's crucial to find cracks in the existing partnership and highlight how your company can provide unique value and benefits that the competitor may not be able to match.

One effective approach is to relay a success story of how your product or service has helped one of their competitors. Share specific examples of how your offering has solved similar challenges, improved processes, or delivered outstanding results for a competitor in their industry. This can demonstrate the added value and advantages of choosing your company over the competition, and how your offering can address Larry's pain points or unmet needs.

Remember, overcoming incumbent mania requires careful navigation and showcasing the unique value and benefits of your offering. By providing compelling success stories, emphasizing differentiators, and addressing Larry's concerns, you can position your product or service as a viable alternative and win over Happy Larry to consider switching to your company.

Keep a note of the objections you receive (especially if it’s a new one) , when it occurs in the sales process and what the format is (via email, on cold call, during a meeting, at a conference etc.). Overcoming objections requires a positive mindset, active listening, and the ability to demonstrate your value and benefits. If you believe in your product or service and can communicate its value effectively, you'll be better equipped to handle objections and ultimately close more sales!

 When selling, objections are a common occurrence. Prospective customers may have concerns, questions, or doubts that prevent them from making a purchase decision. Many objections occur early in the sales cycle and are covers for what’s really going on, they are also more frequent in outbound calls or when you are being used as quote fodder.

Whilst objections can be challenging, they are also an opportunity for salespeople to build rapport, demonstrate value, and ultimately close more deals. In this blog post, we'll explore five common objection types and how to handle them effectively (the characters are purely fictional or are they!).

1. Delay Ray: Stalls are common objections that customers use to delay or prolong the sales process. For example, when Ray says, "I need to speak to the buying committee first," he may be hesitant to decide and want to involve other stakeholders in the decision-making process to share the responsibility especially in tougher business times. To overcome stalls, it's crucial to handle Ray's concerns with care and avoid challenging him or creating unnecessary conflict. The first step is to acknowledge Ray's concerns and demonstrate empathy towards his need to involve others.

Assure Ray that you understand his decision-making process and that you are there to support him in any way possible. Offer to help facilitate the decision-making process by providing relevant information or resources that can address the needs of the buying committee.

It's important to be patient and persistent, but not pushy. Avoid pressuring Ray or trying to force a decision. Instead, focus on building trust and rapport with Ray by understanding his specific needs, addressing any questions or objections he may have, and providing the necessary support and resources to help him make an informed decision.

1. Not today Frank: Frank may use objections to dismiss you or your offering, and one common objection is "I'm not interested." This type of objection, often referred to as a brush-off, can be challenging to overcome. However, with the right approach, you can turn it into an opportunity to engage with Frank and address his underlying concerns.

By asking probing questions and actively listening to Frank's feedback, you can uncover the root of his disinterest and provide tailored solutions that demonstrate the value of your offering. Remember, persistence, positivity, and effective communication are key when handling this objection type, ultimately your best coarse of action is to get an understanding of why Frank is not interested and see if there are tangible reasons to speak at a latter date.

1. Ice Cold Triston: The cold shoulder objection is when a customer requests more information but is not yet ready to engage in a conversation. For example, "Send me some information over." To overcome this, agree to send information and ask open-ended follow-up questions, one technique I use is to suggest we have a 10 minute chat now (or later) to be sure I send over the most relevant content. This can help you understand the customer's needs better and provide a basis for future conversations.

There may also be a genuine reason why Triston wants to read up on your product especially if it’s a cold call and by providing them with the right content you will increase the odds of a sale process commencing.

1. Complacent Johnny: Complacency objections occur when Johnny doesn’t see the need for your product or service. To overcome complacency objections, lead by showing some research you have done on how your product or service is used in Johnny’s industry or use a customer success story from his competitor. This can demonstrate the value of your product or service and create a sense of urgency.

2. Price Queen Jean: Price objections are ubiquitous in sales, and Jean may raise concerns about how your offering fits within her budget. However, it's essential to understand that Jean's objection is not necessarily about the price itself, but rather how it aligns with her budgetary constraints. To overcome price objections, it's crucial to effectively communicate the value of your product or service, highlighting the benefits it can bring to Jean's specific needs. Early in the sales cycle, provide clear ROI (Return on Investment) information and seek clarification on price points and ROI assumptions. By demonstrating the potential return on investment, you can help Jean understand the long-term benefits of your offering and address any misconceptions she may have about the price. Remember, effective communication and addressing Jean's budget concerns proactively can help you overcome price objections and close the deal.

3. Happy Larry: Unless you have revolutionary technology or service, encountering Larry, who is content with his current business partnerships, is common. Many companies are already working with one of your competitors, and Larry may exhibit incumbent mania, showing reluctance to switch. To overcome this objection, it's crucial to find cracks in the existing partnership and highlight how your company can provide unique value and benefits that the competitor may not be able to match.

One effective approach is to relay a success story of how your product or service has helped one of their competitors. Share specific examples of how your offering has solved similar challenges, improved processes, or delivered outstanding results for a competitor in their industry. This can demonstrate the added value and advantages of choosing your company over the competition, and how your offering can address Larry's pain points or unmet needs.

Remember, overcoming incumbent mania requires careful navigation and showcasing the unique value and benefits of your offering. By providing compelling success stories, emphasizing differentiators, and addressing Larry's concerns, you can position your product or service as a viable alternative and win over Happy Larry to consider switching to your company.

Keep a note of the objections you receive (especially if it’s a new one) , when it occurs in the sales process and what the format is (via email, on cold call, during a meeting, at a conference etc.). Overcoming objections requires a positive mindset, active listening, and the ability to demonstrate your value and benefits. If you believe in your product or service and can communicate its value effectively, you'll be better equipped to handle objections and ultimately close more sales!