Overcoming Sales Objections

Sometimes, “no” actually means, “yes.”

“No” can sometimes mean “later”, or not “just now.”

Of course, “no” often simply means “no.”

What I mean is that people don’t always mean what they are saying.

Salespeople often ask me how to handle sales objections.

There are really only a few sales objections, like 5 or 6.  Many are actually the same sales objection, expressed in different verbiage.

Example:  “we can’t afford it” = “we don’t have a budget available” = “your price is too high” = “my manager won’t approve this cost.”  It is your job to listen carefully to what a prospective client is actually saying, before responding.

Note: The sales management translation for “my manager won’t approve this” is “you are speaking to the wrong person.”

All services and products offered for sale have a price.  As a starting point then, I would tell my sales reps: “No budget... no Rudi.”  One primary sales objection eliminated, poof, gone!

A second thing to master is stepping to it.  Lean in towards your prospect, or take a small step closer if you're standing, close the physical gap between you and the objector.  All in a non-threatening way.  It demonstrates confidence.  Backing away implies the inverse.

On the phone?  First acknowledge the objection:  You could offer, e.g. “thanks for reminding me of your purchasing budget cycle!”  Then: “Let’s work together to create a cost of ownership business case, illustrating the savings and efficiency that will be gained.” 

Close the gap, reframe the objection.

When do you respond?  Ideally before objections are raised.  Know your prospective client’s requirements and possible reasons for not buying.

Years ago I bought a new car.  It was a 2003 Subaru Outback.  The car was okay.  The salesman was really good.  I wish I could remember his name so that you could find him, hire (and train) him.

I had arrived at the dealership in an older model Buick Century.  You know, a sensible car.

While test-driving the Outback, he mentioned how delighted I would be with the savings on gas (vs. the Buick).  He also had me drive into a cul-de-sac, and I made a U-turn in the lollipop at the dead end.  Casually, he remarked how tight the turning circle for the new Outback was.

I’ll spare you the rest of the details, save to share that we inked a deal back at the dealership. 

Well, Outbacks featured turning circles not dissimilar to 18-wheelers!  It was a piggishly thirsty gas-guzzler!  New Outbacks offer “up to 24-mpg city.”  The '03 – at the time – offered “19-mpg city.”   That really meant about 10-mpg city… even for a gentle, light-right-footed city driver, like yours truly!

It features all-wheel-drive (AWD).  I wasn’t planning to buy for its Prius-like fuel consumption, but rather to accommodate Toronto’s winter ice and snow.  Benefits of AWD are implied and obvious, could be reinforced when appropriate, and constituted one of the primary reasons for considering purchasing the vehicle.  Instead, the sales guy was simply removing any anticipated objections I may have had, i.e. uncomfortable questions I may have asked, before they even arose.

Salespeople don't constantly have to remind me why I may be buying something… nearly as much as they are required to remove any obstacles that may prevent me from buying!

I’m not suggesting that that the sales guy was correct in deceiving me about the car's features, but simply demonstrating that he took commonly voiced sales objections (e.g. from other prospective clients), and eliminated them before I had even uttered them.  Anticipation!

That’s all:  listen for what they’re really saying, acknowledge their concerns, step to it and reframe the objection.  Need help?  Feel free to connect directly, following any of the links at the top of the page.