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Sales Strategy
How to Approach Sales Objections
Jun 12, 2016 | Matthew Cook lock

Every sales rep will have to deal with sales objections. Virtually every prospect will have at least one objection, whether it be the price, the features, the timeline, or anything else. But these objections are better than getting a hard “no” because they offer you an opportunity to begin a conversation.

Knowing how to effectively approach these sale objections can make the difference between successfully moving the prospect to the next step in the sales process and losing the deal completely.

Here are some tips to help you navigate sales objections.

Ask for the Reasons behind the Objection
Much of the time, you’re going to get sales objections that don’t offer any insights into what the lead or prospect actually wants or needs. And it’s often a sign that the lead wants to retreat and hang up. Naturally, this isn’t good for you.

If the lead gives you a vague objection like “I’m not interested,” acknowledge the objection and attempt to have him clarify his position. Don’t end the sales call immediately after you hear an objection. Ask him why he’s not interested. Is it because he’s not the decision maker, because the price is out of his budget, because it’s not the right time, etc.? Furthermore, ask him what he would be interested in. This could open new opportunities.

Empathize
Empathy is critical in sales because it can help you connect with the prospect and show that you care and are actively listening to the concerns that he has. It’s one of the most important selling skills you could have in your arsenal. Use empathy to diffuse the situation. Explain that you get that objection a lot, that you are sorry that the prospect feels that way, and that you hear what he’s saying. By empathizing and being personal, you can gain trust and credibility and increase your chances of getting the prospect to open up in order to keep the conversation going.

Don’t Let Timing Be Your Downfall
One of the most common sales objections you’re likely to hear is “this isn’t a good time.” As an outbound sales person, you’re cold calling leads all day, and oftentimes, you really could get them at a bad time, when they’re just heading out to a meeting or they’re swamped with paperwork and deadlines. Don’t let this deter you. Ask to set up a call at a better time and date.

Use Price to Build Value
Another common objection you’ll hear is that your price is too high. If you do not have any wiggle room on the price, then use it to build value instead. You can acknowledge that, yes, your product or service is an expenditure, but that it will lead to X returns. You could also explain how the price will be worth it because it will allow the company to increase revenue by X amount or increase productivity, customer service, or anything else the lead cares about. Make the purchase seem like an investment.

Be Direct with Delaying Tactics
Sales objections can occur at any point of the sales process. You could be sailing through the sales call without any objection and right when you think you can close the deal, you hear the prospect backing away with an excuse, like he’ll need more time to think about it, he has to get approval to move forward on the decision, or he’ll be in touch if he decides he wants to sign up for what you’re selling.

Buyers love to delay buying and these late-stage objections are often delaying techniques that are used to stall the deal from moving forward. Understanding that these types of objections are typically used as an excuse because there are other concerns that the prospect isn’t mentioning can help you better overcome them. The best thing to do in these types of situations is to be direct and ask if there are any other concerns surrounding the purchase. If you have a good rapport with the prospect, he’ll probably be honest and disclose the underlying issues, which you can then work on resolving in order to move forward.

About the Author:
Matt-Cook-SalesHubMatthew has over 20 years of sales and sales management experience. He is the founder of SalesHub, an inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.

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