You should also bear in mind that there is often a variety of complex reasons behind a (seemingly) straightforward \u201cno\u201d, and it\u2019s your job to tease these out:<\/p>\n\n\n\n
- \n
- Do they relate to price (the most commonly cited objection of all)? Perhaps the customer has concerns about the source of the product, i.e. your company.<\/span> <\/li>\n\n\n\n
- Do they consider it an unknown quantity, or have they read bad reviews? Perhaps it\u2019s not the right time for the buyer (\u201cWe have other things to focus on this year\u201d), or they need to consult partners or managers before making a decision.<\/span> <\/li>\n\n\n\n
- Maybe they need to be persuaded of the <\/span>need for your product within their organisation<\/a> (\u201cMy printer works fine\u201d), or they don\u2019t understand why it\u2019s relevant to their situation.<\/span> <\/li>\n\n\n\n
- Your buyer might have an unspoken agenda, such as a financial incentive to use another company\u2019s products in preference to yours, or a misguided negative perception about the product in question (\u201cThat will waste energy\u201d).<\/span> <\/li>\n<\/ul>\n\n\n\n
Understanding your customer\u2019s buyer personality<\/b><\/h2>\n\n\n\n
A further aspect of understanding the customer is to recognise your customer\u2019s buyer personality<\/a>. As well as having different organisational concerns and constraints, different buyers will respond differently to different forms of persuasion and selling techniques.<\/p>\n\n\n\n
- \n
- Does your buyer display the traits of a leader \u2013 dominant, with a propensity for quick decisions? Give them space and wait for them to ask questions.<\/span> <\/li>\n\n\n\n
- Are they warm, engaging and chatty? They\u2019ll set a lot of store by the quality of your relationship, so disengage \u201cpitch mode\u201d and focus on listening and reaffirming positive beliefs.<\/span> <\/li>\n\n\n\n
- Are they a maverick with little time or patience for standard routines? Use your imagination to come up with an equally unconventional deal-driving incentive.<\/span> <\/li>\n\n\n\n
- Are they detail-focused, cautious and thorough? They\u2019ll need lots of reassurance and time for consideration, so be prepared for this and don\u2019t pressure them.<\/span> <\/li>\n<\/ul>\n\n\n\n
The approach needs to be matched to the specific consumer decision-making process each buyer follows.<\/p>\n\n\n\n
A mindful approach to objection types and how to handle them<\/b><\/h2>\n\n\n\n
If you google objection handling, you\u2019ll find a plethora of strategies for dealing with objections. The first thing to note is that not all techniques are suitable for every type of objection.<\/p>\n\n\n\n
Understanding how to combine the right technique with the right approach for influencing the consumer decision-making process in line with the customer\u2019s personality is a key skill required for a salesperson.<\/p>\n\n\n\n
It will give you the best shot at defusing objections and guiding the prospect in your preferred direction. Remember that proactive objection handling is part of an effective closing technique.<\/p>\n\n\n\n
Most objections slot into one of the following categories:<\/b><\/h3>\n\n\n\n
\u201cI don\u2019t have the budget.\u201d<\/b><\/h4>\n\n\n\n
This is a concern raised by even the most serious of prospects. <\/p>\n\n\n\n
Here’s how to respond:<\/p>\n\n\n\n
- \n
- Hold back on knee-jerk reactions like offering a lower price.<\/span> <\/li>\n\n\n\n
- Similarly, don\u2019t reduce the product\u2019s value by focusing on price as a selling point.<\/span> <\/li>\n\n\n\n
- Bring things back to the payoff over time and, if possible, how the product could solve one of your customer\u2019s specific problems.<\/span> <\/li>\n\n\n\n
- If your prospect\u2019s organisation genuinely isn\u2019t profitable enough right now, monitor their progress and see how you could help them reach a suitable position (e.g. by securing funding from executives).<\/span> <\/li>\n\n\n\n
- In addition, be aware that price can be used as a smokescreen for other objections. Ask specific questions like \u201cIs it the case that there\u2019s no money now, but might be in the future?\u201d Based on the answers, you\u2019ll be able to ascertain whether there are underlying concerns to be probed.<\/span> <\/li>\n<\/ul>\n\n\n\n
\u201cThe product isn\u2019t right for us.\u201d<\/b><\/h4>\n\n\n\n
Most variations on this theme should be treated as requests for information. A prospect might tell you that a specific problem isn\u2019t currently important, that the product is too complicated, that they don\u2019t understand what the product could do for them, or that you have misunderstood what their business is about.<\/p>\n\n\n\n
Here’s how to respond:<\/p>\n\n\n\n
- \n
- First, listen. Try to understand their objections, their point of view, and how they arrived at their reasoning that your product isn’t the right fit.<\/li>\n\n\n\n
- Try to change their mind, while showing that you understand their perspective. Use the information they shared to show how your product could help in relation to their specific challenges.<\/li>\n\n\n\n
- Remember that excuses can often be a sign of a prospect trying to justify their lack of action. If you sense this, use that to your advantage.<\/span> <\/li>\n<\/ul>\n\n\n\n
\u201cI\u2019m not familiar with your company” or “I\u2019ve heard mixed information about your offering\u201d<\/b><\/h4>\n\n\n\n
Without going into pitch mode, view this as a request for information.<\/p>\n\n\n\n
- \n
- Give a quick summary of how you intend to provide added value and refer to other customers who have been in a similar position.<\/span> <\/li>\n\n\n\n
- If they say they\u2019ve heard negative or mixed reviews, thank them politely for sharing the feedback, and then try to understand the root of the issue as they’ve presented it. Follow up with a value proposition if appropriate.<\/span> <\/li>\n<\/ul>\n\n\n\n
\u201cI need to talk to my manager.” or “I can\u2019t sell this within the organisation.\u201d<\/b><\/h4>\n\n\n\n
View this as a gateway to getting decision-makers involved.<\/p>\n\n\n\n
- \n
- Ask respectfully for the name of the relevant person and don\u2019t agree to wait for a call \u2013 keep things moving by setting up a joint meeting.<\/span> <\/li>\n\n\n\n
- If your prospect anticipates an issue with selling the product internally, offer to \u201c \u2013 after all, this is your area of expertise!<\/span> <\/li>\n<\/ul>\n\n\n\n
\u201cWe\u2019re too busy to consider this no<\/b>w\u201d<\/h4>\n\n\n\n
Try to determine whether you\u2019re simply calling at a bad time or whether there\u2019s a genuine business problem assuming higher priority. If it\u2019s the latter, explain how your product could potentially help. Make a compelling case for purchasing now \u2013 perhaps by simplifying the buying process or offering attractive terms for a limited time only. Flexibility is an important sales skill.<\/p>\n\n\n\n
If in the end this isn’t a good time, consider putting them into a nurture journey via an email newsletter or event invite to give them space, but keep you top of mind. (Always ensure they consent to retaining contact, keeping in mind GDPR.)<\/p>\n\n\n\n
\u201cWe\u2019re already dealing with one of your competitors\u201d<\/b><\/h4>\n\n\n\n
Welcome this response\u2014it means they\u2019ve already identified a need for the product. Even if they say they\u2019re happy with your competitor, dig deeper into the relationship \u2013 what\u2019s working, what\u2019s not \u2013 and ascertain what you could do better.<\/p>\n\n\n\n
General objection handling tips<\/b><\/h2>\n\n\n\n
In addition, keep these general tips in mind for smooth negotiations with a low risk of conflict:<\/p>\n\n\n\n
- \n
- Don\u2019t Interrupt: <\/b>Even if you\u2019re sure of what the objection is going to be, let the customer speak and feel valued.<\/span> <\/li>\n\n\n\n
- Be Grateful: <\/b>Thank your customer for raising the objection and giving you the opportunity to solve the problem.<\/span> <\/li>\n\n\n\n
- Acknowledge and Respond to their Points: <\/b>Agree with your customer to demonstrate understanding before giving your rebuttal.<\/span> <\/li>\n\n\n\n
- Correct Inaccurate Assumptions:<\/b> If you\u2019re certain that your customer\u2019s objection is based on a flawed personal assumption, gossip, or misinformation, politely correct it and provide information that backs you up if possible.<\/li>\n<\/ul>\n\n\n\n
If you find yourself losing your sense of direction, these twelve simple questions can help you examine where you went wrong (and right!) and what you can do to avoid the same situation next time.<\/p>\n\n\n\n
Skills for success as a sales profession<\/b>al<\/h2>\n\n\n\n
Of course, objection handling is just one of a number of essential sales skills<\/a> a seller must practise in order to progress successfully and quickly through their organisation\u2019s sales cycle.<\/p>\n\n\n\n
Keep these three aspects in mind:<\/b><\/p>\n\n\n\n
- \n
- It\u2019s vital that objection handling techniques co-exist alongside more general techniques such as verbal and body language and organisation.<\/span> <\/li>\n\n\n\n
- As you focus on developing a specific skill, don\u2019t forget about basics like <\/span>taking an interest in your customer\u2019s challenges<\/a> – making the cost of \u201cno solution\u201d seem real and present \u2013 and presenting multiple options within a proposal.<\/span> <\/li>\n\n\n\n
- Remember, too, that if a customer is interested solely in a proposal and not a conversation, they\u2019re likely just gathering quotes and might not represent the best use of your efforts and time. The same applies if your contact refuses to put you in touch with a decision-maker after multiple conversation-sales cycle<\/span> <\/li>\n<\/ul>\n\n\n\n
Objections are unavoidable<\/b><\/h2>\n\n\n\n
If the prospect was already sold on the product, you wouldn\u2019t even be having the conversation. Of course, not all prospects will be a good fit, and not every phone call will present opportunities to employ closing techniques and conclude a sale (when you do experience rejection as a sales professional, it\u2019s important to know how to take it on the chin<\/a>).<\/p>\n\n\n\n
But as a selling technique, learning how to identify objections early and respond appropriately will bring you far higher rates of success than getting defensive over the product\u2019s value or chalking it up to a loss and moving on – as appealing as this may seem at times. Start thinking about how you could improve your objection handling and sales skills today<\/p>\n\n\n\n
This post is part of our Navigating the Sales Cycle series<\/a>. Download the e-book and discover the 7 steps to sales success<\/a>. <\/i><\/p>\n\n\n\n
![\"\"\/](\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2023\/09\/sales-process-cta.jpg?strip=all&quality=95\")
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As you focus on developing a specific skill, don\u2019t forget about basics like <\/span>taking an interest in your customer\u2019s challenges<\/a> – making the cost of \u201cno solution\u201d seem real and present \u2013 and presenting multiple options within a proposal.<\/span> <\/li>\n\n\n\n
- Be Grateful: <\/b>Thank your customer for raising the objection and giving you the opportunity to solve the problem.<\/span> <\/li>\n\n\n\n
- If your prospect anticipates an issue with selling the product internally, offer to \u201c \u2013 after all, this is your area of expertise!<\/span> <\/li>\n<\/ul>\n\n\n\n
- If they say they\u2019ve heard negative or mixed reviews, thank them politely for sharing the feedback, and then try to understand the root of the issue as they’ve presented it. Follow up with a value proposition if appropriate.<\/span> <\/li>\n<\/ul>\n\n\n\n
- Give a quick summary of how you intend to provide added value and refer to other customers who have been in a similar position.<\/span> <\/li>\n\n\n\n
- Similarly, don\u2019t reduce the product\u2019s value by focusing on price as a selling point.<\/span> <\/li>\n\n\n\n
- Are they warm, engaging and chatty? They\u2019ll set a lot of store by the quality of your relationship, so disengage \u201cpitch mode\u201d and focus on listening and reaffirming positive beliefs.<\/span> <\/li>\n\n\n\n
- Do they consider it an unknown quantity, or have they read bad reviews? Perhaps it\u2019s not the right time for the buyer (\u201cWe have other things to focus on this year\u201d), or they need to consult partners or managers before making a decision.<\/span> <\/li>\n\n\n\n