In Sales, Objections are Your Best Friend!

Money CoachMost sales people fear objections because they see them as a roadblock to the sale. To become a great sales pro, realize that an objection is the first step in closing the sale.

An objection is a customer’s natural reaction to the sales process. It’s an effort to slow the process down, to process the information and weigh the options. An objection means the customer is listening, is interested, and is working through the buying decision in their own head. Objections spell opportunity to the sales pro.

The ability to separate substantial sales killing objections from simple smokescreen objection is a critical skill every sales pro must master. The first step is to effectively qualify the candidate. This step typically follows the presentation on  the product or service.  Do they need the product or service? Can they afford the product or service? Are they the decision maker?  Get answers to these questions to properly qualify the customer.

Once the customer has been qualified, the next task is to search for objection(s). Sometimes the best way to do this is ask a closing question during the conversation. Occasionally, this results in an immediate close, however it  is likely that the test close will result in one of several objections.

Objections are typically viewed as something negative. To be successful in securing more sales, we must turn that perception on its head. Let’s look at a few typical objections and what they really mean.

1.       “I need some time to think about it.” This objection is exactly what it sounds like, they feel that they need some time. The customer is trying to slow the process down so they can absorb what has been offered. The good news is that they are interested and are working through the internal struggle on the buying decision. Help them overcome this objection and you close the sale.

2.       “I need to speak to my (spouse, boss, team etc.).” This is typically a variation of the time objection and is again an effort to slow the process. If this is a legitimate objection, it means the customer lacks authority to make the buying decision and this should have been discovered in the qualifying stage. The good news is that they are interested and if you can help them overcome this one, you close the deal.

3.       “The price seems high.” There numerous variations to this objection. It comes from one of two sources; they are interested and are looking to negotiate, or they are not seeing the value of the product or service to them. The latter may require further questioning to help them see the value, the former will be no real issue if value has been built into the presentation. 

4.       “I’m going to shop around.” This is a variation of the price objection and it comes from the same place. Help the customer see the value in the product and if they are truly qualified, this one goes away easily. This objection means they are interested but they don’t really understand the value to them so they resort to the most understandable point and that is price. This one can take some work to overcome and it highlights a flaw in the presentation.

There are several other objections but they all offer opportunity to the sales pro. By understanding what these objections really mean anyone can start to learn to overcome them and that is the first step to becoming a true sales pro.

Guest Author
Bill Corcoran