Most salespeople become accustomed to objection and rejection. It is considered a part of the job. But if you have been hearing more than your fair share of “no’s” lately, it might be time to for a bit of self-reflection.
The first thing I suggest is to conduct an audit. Identify the areas I which you most frequently hear no. Where in the sales cycle do you struggle? Are you having difficulties engaging and getting a meeting? Do customers object to your price? Do they understand your service offering?
Typically, objections fall indoor one of the following categories:
- No Need
- No Urgency
- No Trust
- No Money
Once you identify the problem, you can seek help.
Do More Listening Than Talking
When a client says “no” it is common to react defensively and try to talk them out of it. In fact, some sellers talk over the client. Use all your patience and skills to listen calmly and objectively. Focus on what the buyer is really saying and the problem you are helping to solve.
Seek to Understand
Once the buyer has explained their objections, seek clarity. Restate the issues as you understand them. Ask smart questions to understand what is going on in their world. Skillfully probe by asking “what else” and “why” questions.
Respond with Facts
Once you fully understand the objections, address each one clearly and factually. If you don’t have the data, say so and get back to them within 24-48 hours with the facts they need. Be clear and concise. Don’t dance around the issues.
Are you able to effectively address each of your customer’s objections? Do you have anecdotes and customer proofs that you can easily discuss to prove your case?
Lack of preparation is often the culprit when overcoming client objections. Evaluate your preparation process and find gaps that you need to address.
Confirm You Have Satisfied the Objection
You may have an aha moment when all is clarified, or the buyer may offer a lukewarm yes. Here is where rapport-building skills come in.
Imagine a client discussing a problem they are trying to solve, and you relate a similar problem that you have solved for another client. The more common ground you can find, the more likely you are to develop genuine rapport and do business together.
Overcoming Money Objections
I once had a boss who claimed that losing on price meant that the value proposition was unclear. Sometimes that is true. Buyers can typically find the money if the value is too strong to pass up – unless they can find another seller who can deliver similar value at a lower price.
I have never heard any client say, “Wow, this price is fantastic!” Expect that there will be some pushback. They may be bluffing in order to get a better price. They may have real budget issues and you can work together to on a solution. Keep your focus on a win-win solution.
Ask for Help
After you identify the problem, seek help. There’s nothing wrong with asking for training in a certain area or requesting a one-on-one coaching session. Often, the solution is simply to go back to sales fundamentals.
Schedule a call with me today to learn how sales coaching can help you overcome buyer’s objections and help you sell more work.
