All salespeople face objections almost daily. They’re part of the vast majority of deals, even the ones you close. So if you’re getting discouraged because you’re facing a lot of objections right now, know this: It’s incredibly rare that you’ll go through an entire sales process where your prospect is a perfect fit, they know they’re a perfect fit, want to get started now, and have budget to do so. And even if you do get that perfect prospect, most of the time they’ll want to test your metal before they buy from you, so they’ll give you a few objections anyway.
That’s why if you want high-level sales results, you’ll have to learn to effectively handle objections. In fact, that’s one of the main things that separate average salespeople from Sales Champions.
Educating prospects about your product and how you can serve them will always include a little bit of push-pull. And while you should never force prospects with legitimate objections to buy your product, you can’t just walk away from a deal at the first sign of resistance either.
Now, in order to effectively deal with objections, you need to first understand them. You need to know the truth about them – a truth that many trainers and managers fail to mention.
We need to answer one very important question:
“What ARE sales objections really?”
Well, here’s the kicker – objections don’t actually exist. They’re not a thing. They’re just something convenient that your prospect says because it sounds good.
What IS real however… are concerns.
Prospects don’t have objections – they have concerns. And when you understand this, the entire game changes.
Sales objections are a byproduct. They arise from issues or concerns that prospects have that are caused by either not being informed enough, not being interested enough, feeling like they don’t need the product or service, not trusting the salesperson, their company or themselves, feeling like they can’t afford it, or feeling like there’s no reason to take action now.
And prospects communicate those concerns to sales professionals as reasons why they can't buy a product or service from them (and more often than not, they don’t tell you the real reason – just what sounds better to them).
Most of the time, objections aren't hard "No"-s. Even better – most of the time, they’re actually opportunities to remove the barriers that are stopping the deal from going through. They allow you to clarify any misconceptions about the product or service, to overcome the barriers or concerns your prospect has, and to close the sale.
So in truth, objections aren’t a curse. They’re opportunities. They’re your friend. They give you the chance to create a WIN-WIN scenario for you and your prospect.
Sales objections are NOT barriers that impede the sale and destroy your chances of closing it. They’re just speed bumps on the road to the close.
It’s kind of like driving down the road and you see a tree that has fallen on the road and is in your way. It doesn’t mean you can’t ever reach your destination. You just need to figure out HOW! And you have so many options – you can move the tree, or take another road, or park the car and go on foot…
It’s the same with objections. When a prospect objects, you’re still well on your way to closing the sale – you just need to find a good way to maneuver around the objection and get to the finish line.
It’s your job to clear the confusion, educate your prospects, destroy all the false beliefs and remove all the false barriers that are causing your prospect to reject your solution and continue to bear the pain of their problem.
When they object, it’s your job to help them see the truth.
Think of objections as the prospect demonstrating they need something extra before they’re ready to buy.
When a prospect objects, it just means that they haven’t yet accepted it, or they don’t understand it, or there’s something stopping them. So find out what it is and close them.