How To Overcome Objections

October 13, 2011 at 2:54 pm | Posted in Uncategorized | Leave a comment
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Oh my. This oldie but goodie topic will never go away not as long as there are suspects and prospects that don’t “immediately” acquiesce and buy your product or service.

  • No need
  • All set
  • Have no money
  • Have no budget
  • Happy with whom we are currently using
  • Under contract
  • My brother takes care of that for us
  • No time to deal with that right now

And so on.  If you’re in sales you’ve heard some (or all) of these at one time or another.

So, what’s a sales person to do?

Okay, let me start by stating what not to do.  Just because a prospect has offered a bit of pushback DON’T immediately back down and assume that you should simply offer to send them information and get the hell off the phone, out the door…whatever!


Don’t immediately offer to be a second source or fallback supplier.


And don’t immediately say that you’ll “check in” with them in another few months to see if their needs have changed.


All of these are far too passive and unless you are fortunate enough to sustain your business with simply picking “low hanging fruit” then I suggest you consider some of these tried and true approaches:

The “We’ve Heard That Before” approach

3 simple steps but done exquisitely and you’re golden.

  • John, I can appreciate that you think that way
  • We’ve had other clients say the same thing when we initially started to speak with them
  • What they found out, however, is that we have been able to effectively reduce / enhance / increase their __________ and the results have been wonderful. How are you _________

This approach requires that you understand exactly how your product or service will equate to an improvement in the prospect’s situation and are prepared to restate this improvement in your rebuttal. You end the rebuttal with an open-ended question that allows for the dialogue to continue.


The “Maybe You Didn’t Hear Me: Restate / Rephrase Benefits” approach

I hear you. What if we could RESTATE THE CORE BENEFITS PLATFORM SPECIFIC TO THEIR REVEALED NEEDS. Would that be of value to you?

Once again you are going to take this opportunity to restate benefits but make certain to draw a line between the improvements you are offering and the current situation they are in.


The “Step Down But Not Away” approach

That’s understandable. We’d welcome the opportunity to show you how / what we do. How about if we work it this way…PROVIDE A DIFFERENT SOLUTION / ALTERNATIVE

No one likes change and inertia is the biggest obstacle that you will encounter. Make it easy for your prospect to buy. Be out front with them and explain you’d like the opportunity to show them what you can do (on a small project or assignment) and that you are not asking for them to change the way that they are currently doing things without doing a small trial run first.

The most important thing to remember is that you can’t simply ignore the propsect’s concerns and objections. They won’t go away and you can’t bully them into submission. You must “earn the right” to win their business and in order to do so you must be respectful and address their issues.

And of course the very best strategy is to make sure that you are probing and addressing the prospect’s concerns at every step of the selling process. Doing a “gut check” and getting a read on what they are thinking / feeling is an effective way to make certain that you are not blind-sided at the end of the sales dialogue.








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