Many small business owners, lacking the budget for a dedicated sales team, take on the responsibility of making sales themselves. However, this can be a difficult task without specialized sales training. One of the most important skills among salespeople is the ability to handle objections — something stopping a potential client from going forward with the deal. Learn more about how to overcome objections and the most common types of objections you may encounter:
Objections will happen
The first thing to know about handling objections is that no matter how good you are at making your product look good, objections will inevitably come up. It’s important to address those objections as soon as possible, as the longer you avoid handling them, the more detrimental they can be to making your sale. “The longer the buyer holds an opinion, the stronger that opinion usually is — and the harder you’ll have to fight to combat it,” warns Leslie Ye, senior executive communications strategist at HubSpot.
However, prospects may keep their protests private. Ye recommends welcoming objections by proactively attempting to identify them, such as by periodically asking questions like “Do you have any concerns around X?” or “Are there any obstacles that would stop you from buying?” After all, only by understanding your prospect’s objections can you start to address them.
Common objections you may hear
While making sales, you’ll hear many different types of objections from prospects. One of the most common is concern over price. If prospects feel they already get the same service from someone else for the same price or cheaper, they won’t be motivated to switch to yours. In such a situation, it’s helpful to know the ins-and-outs of your competition’s products so you can highlight the unique advantages of your own. “Make sure you focus on the unique value of your products and services that the client won't be able to get from any other provider,” says entrepreneur and marketer Alyssa Gregory.
Another common objection is complacency or fear of change. In that case, you need to convince your prospect that the industry is changing and show them how you can help them adapt and find success in the future. “This can help them be less fearful and more confident about changing things up,” Gregory says.
Other common objections include lack of trust, prior commitments, the need for external input, and timing issues. While the best strategies for handling objections vary depending on what they are specifically, there are several key skills you can practice that will enhance your ability to handle all objections, no matter the type.
General strategies for handling objections
As a salesperson, there are a few communication skills you can develop that will help you handle any objection that prospects might raise. The first and most important is to practice active listening. Listen to understand their concerns, rather than to respond, and avoid interrupting. “Be sure to give your prospect time to speak,” says Sujan Patel, co-founder of the Mailshake sales engagement app. “It’ll help them feel like you’re genuinely looking to help and have their best interests at heart, which increases your chances of closing the deal once you’ve handed the objection.”
Once you’ve heard your prospect’s objections, repeat them back. This will not only ensure you’ve understood correctly but also make your prospect feel heard and valued. Besides, it will be easier to address their objections if you can fully understand where they come from. The next step, Patel says, is to acknowledge your prospect’s concerns are valid “whether or not they seem like a serious issue to you.”
Finally, confirm with your prospect that they will move forward with the deal if you can overcome their objections. This is important because you need to know if it’s worth your time to actually overcome an objection. “Remember that some prospects are simply never going to buy — in which case it’s not an objection, it’s a brush-off,” Patel says.
Ultimately, overcoming objections is one of the most important skills you can learn as a salesperson. And while communication techniques can take time to master, you can help yourself by doing your homework. By understanding your market and your prospects, and studying the competition and its products, you will have much more success overcoming all of a potential client’s objections.