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How do you handle objections during the sales process?
1. Stay Positive and Focus on Your Strengths
When discussing capabilities and differences with clients about competitors, always highlight the competitive advantages and increased capabilities of what your company offers. If your focus is degrading your competitors, it comes across as petty and focuses the client on the wrong brand, partner and service provider.
2. Explain That You’re the Expert
It happens often; a client doesn’t want to sign on for a marketing service that I know they need. When this happens, I make sure to fully establish that they are the fill-in-the-blank expert, but I’m the marketing expert. I know what I’m doing, I know what works and I am going to be honest about that. I’m not selling frisbees here — I’m selling services that get leads.
3. Pause, Listen and Address
Naturally, hearing “no” can induce anxiety. Personally, I pause to ensure I provide a composed reaction. But before I do that, I also listen carefully to what the prospective customer is genuinely hesitant about. In many cases, they are not upfront with their true reservations. After digging deeper and identifying the real underlying problems, I address each and every one honestly and openly.
4. Discuss Specific Cases
During a sales call or meeting, the potential client might disagree with an idea or method of doing things. I like to bring up facts to support my team’s methods. Talk about how you’ve helped past clients in a way that relates to them. If they still object, take a moment to listen to their reasons. It’s better to keep the relationship solid than to force something upon your potential client.
5. Build Crediblity by Telling Prospects Not to Hire You
To build trust with a prospect, simply state that you may not be the right partner for them. Provide suggestions for other types of services they can hire instead. This way you’re still providing value even if you don’t end up working with them. Most prospects will be surprised at this answer and will genuinely come to trust your organization. This will help possibly land the sale either now or in the future.
6. Identify the Nature of Their Objections and Respond Accordingly
First, I try to determine if the person I’m talking to is really a qualified prospect. If the person objects because they really aren’t a good match for what I’m selling, I acknowledge this and politely end the discussion. On the other hand, if the objection is due to a misunderstanding, I try to supply the missing information that will help them understand what I have to offer.
7. Prepare Answers
Most objections you encounter are the same: it’s too expensive, now is not a good time, etc. Prepare for them by coming up with succinct answers (1-3 sentences). When the client brings up that objection, you can respond promptly without having to mentally compute your answer. Embrace objections. They move the sales process forward and help you better understand the prospect.
8. Find the Real Reason for the Objection
A customer will often give you two reasons for an objection: the reason that sounds good and the real reason. Most people dance with the first. The key is to listen and ask guided questions to help understand the real reason they are reluctant to move forward. Perhaps it’s something you can address and help them understand for themselves.
9. Be Proactive
The truth is we likely know what the objections or challenges will be if we have done our homework. Rather than exclusively selling with the positive, I address these possible objections head-on. It shows I’m paying attention and truly want more than their business — I want a relationship. On their end, it builds trust and allows them to be open to other concerns.
10. (Re)connect With Success Metrics
If someone is unsure at the end of a sales call, I like to ask, “What results would you need to achieve from our engagement to make it a priceless, grand slam investment?” That question directly connects them to what might make the financial commitment worth it, and has a great secondary benefit: it will help us get crystal clear on exactly how to proceed if/when they do enroll.
11. Sell Your Knowledge, Not Your Product
Personalize your sales pitch using your potential customer’s concerns as a refining tool. Listen to what they are saying and acknowledge that they have a legitimate concern by repeating it back to them. This may feel strange at first, but studies show that hearing someone else say a problem aloud conveys a sense of understanding. Finally, tailor a solution to the specific situation.