sales objectionsHow to Handle Sales Objections

When it comes down to the wire…

The best salespeople are the ones who know how to close.

Keep in mind: We’re not talking about closing your average customers. (Or the “easy” wins.)

No, we’re talking about closing sales that seem impossible. Handling objections, reframing the discussion, and really driving home the pitch. These hard-fought sales encounters are what really moves the bottom line for a business. The vast majority of people can close a “guaranteed” sale. Those are the customers who are planning on making a purchase before you even finish the pitch.

On the other hand, if you want to maximize your sales numbers… you need to close a higher percentage of the “maybes.” How do you do that? By handling objections like a seasoned professional.

Finding The Real Issue

Here’s the area where most salespeople go wrong: assuming the objection is exactly what the customer says. Previously we covered consultative sales, which is a question-based sales process that allows the customer to define their pain points and lead themselves towards the sale. Similar to that “SPIN” sales process, when dealing with objections you need to really hone in on the problem.

Typically you’ll hear objections like these:

  • “I’m not interested.”
  • “The price is too high.”
  • “I’m not ready to buy yet.”
  • “I need to think about it.” (Or “I need to ask my partner.”)

The reason you can’t take these statements at face-value is because there is normally an ulterior motive behind them. When the objection is related to price, normally the real problem is that you haven’t done a sufficient job of demonstrating the value behind your product.

Think of it this way: If I offer you $15 worth of value and ask for a fee of $10, you’d be crazy not to take me up on the offer. When it comes down to your sales pitch, you need to demonstrate a significantly higher “value” than you are asking for in return. You can apply this same reasoning to any objections you come across.

Handling And Reframing The Discussion

When dealing with an objection, make sure you don’t come off as confrontational. Remember, you’re trying to help the potential customer deal with a pain point… they just require some additional clarification to reach a buying decision. Similarly, when making a counter-point, don’t say phrases that will come off as argumentative.

Instead of saying “It sounds like your only issue is the price, but I think you need to take into consideration benefit X, Y, and Z…” try using “It sounds like your only issue is the price, and I just want to reiterate the value of benefit X, Y, and Z.” Do you see the difference? In the first example, you are positioned as an undesirable salesperson, while the second approach sets you up as a trusted ally that has the prospect’s best interest in mind.

When dealing with objections, remember to internalize your prospect’s point of view, discover the real problem, and then give additional information to help guide them towards a buying decision. This is how you can guarantee a stress-free sales process that benefits everyone involved.