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How to overcome sales objections...

Knowing how to professionally overcome objections is the bread and butter of any sales professional (or business owner) and by the time you’ve read this blog, I hope you’ll feel the same. Moreover, you’ll be excited (or even welcome) the next objection once you follow the clear steps provided here. 




Regardless of the amount of guest talks, open workshops or specific company training projects we’ve had the pleasure of delivering, the one subject that remains constant is knowing how to overcome objections professionally. The fear and uncertainty that can come sometimes surround this aspect of business development tends to put some people off maximising their sales potential.


What’s the risk of avoiding the objection…? I’d suggest:


  1)   Your future customer questions how much you believe in your product/service.

  2)   Your product can help people, but you’re not helping your future customers by reducing your sales activity due to objection handling nerves.

  3)   You risk selling yourself short.

  4)   You invite a feeling of regret, which any of our clients will explain is the one emotion we must avoid at all cost.

  5)   Might seem obvious but missed revenue, market share and exposure.

"Control the Controllables" – Find 5 objections


When we take on new clients we promote the power of accountability and especially the mantra of “controlling the controllables”. This means taking positive proactive measures to ensure you’ve covered all bases be that leading up to a presentation, cold call or networking event.


In the context of objection handling we recommend you list 5 (or more if you wish)

objections that a prospect might say to you.


Then, create question-based sentences to overcome the objection.


This pre-work is you “controlling the controllables” where you’ve tried to foresee

objections in advance.


As a result, you’re less likely to be thrown or caught by surprise during

a meaningful sales conversation. 


Forms of objection...


To start you off with your list of objections here are 7 forms of common objection:

  • Time (prospect doesn’t have time)

  • Need (prospect doesn’t need what you’re offering)

  • Understanding (prospect doesn’t understand your offer)

  • Investment (too expensive upfront)

  • Cost (you’re too expensive)

  • Legacy (tried it, didn’t work)

  • Implementation (too much like hard work to implement)


Thrive on the objection


Now the context and forms of objections are understood, it’s time to look at a process for sustainably overcoming prospect objections:


Step 1) – Listen and take notes

Step 2) – Always show empathy, cautiously agree and acknowledge the objection

Step 3) – Clarify the objection and show you’ve listened

Step 4) – Pause, overcome and close


When your prospect offers you an objection, they are opening a window to knowledge that your

competition potentially may not be aware of, furthermore it provides such great intelligence for you

to further tailor your approach, offer and ultimately build rapport.


Remember, people buy people (and results, benefits etc..) so taking the time at this stage to ask questions

will be vital.


Don’t steamroller into the conversation by telling your prospect about all the features as this may

come across as defensive and potentially relationship damaging.


Very few people like to be told they are wrong, especially a prospect.


Here’s an example...

A conversation is a fluid thing, so it’s cumbersome to put one here, but by way of example here are questions we’d ask if a prospect had historic implementation worries.


“I agree and can understand that implementation is critical”

“Have we covered off the critical areas within our proposal or have we missed anything?”

“What other concerns do you have surrounding implementation?”

“If we could ringfence business continuity by doing XYZ would this help you?”


By this point the prospect will have confirmed the brief and given you the opportunity to professionally overcome the objection using logic and the process stated above (don’t forget empathy!). At this point you’d need to seek some kind of close/commitment. Please see our other blog about closing for support.

In summary…


To us and our clients, we welcome the objection because when professionally overcome it can be as rewarding as closing the sale.


Click here if you want to know more or would like help overcoming any of the objections listed above.

Sales objection handling
Man in sales
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