Objections are anything that stops a prospect from engaging with you or making a commitment with your company. Objections come in many shapes and sizes but are generally around price, product fit, competitors or even brush-offs because prospects don’t have time to engage. Many teams are afraid of taking these challenges head-on and often neglect them. There are many ways to overcome objections but being proactive ultimately determines your success. Handling objections means responding to the prospect or buyer in a way that changes their mind or alleviates their concerns. According to HubSpot “nothing is more dangerous to a deal than letting sales objections go unaddressed until the final stages. The longer the buyer holds an opinion, the stronger that opinion usually is -- and the harder you’ll have to fight to combat it.” Implementing three easy steps: listen, document and practice will help you overcome objections and turn them into positives instead of negatives.
Listen to what is being said. When hearing an objection, your first action may be to respond immediately. However, when you react too quickly, you may not have fully listened to the objection. Take time to hear exactly what the objection is and compose an appropriate response. Putting thought behind these challenges shows that you are engaged with what the prospect is saying and feeling. Listen to the way they ask questions, the way they respond to you and the details they provide, because many times, objections hide underlying issues that prospects don’t feel comfortable articulating. For example, if a prospect says they aren’t ready to purchase a product, they really could mean that they don’t have the budget or aren’t interested but don’t want to say the real reason why. Repeat the objection they stated back to them. Ask more open-ended questions like “why” to get clarification and details.
It is important to document every objection that you hear. Identifying all objections will help your team create a strategy to combat them. Gathering as much information as possible will make this process easier. If you hear the same objection multiple times, it is important document them. Frequently stated objections should have the most documentation and your team should spend more strategizing ways to overcome them. Develop an objection management document and update it frequently. By having a list of objections, your team can develop solutions so that when you are engaging with prospects you have the appropriate answers that are carefully thought about and written out. When you document objections ahead of time, you can work them into your conversation before prospects object. Handle the objection with a solution so it isn’t brought up again in the conversation. Turn objections into something positive and strong about your product or service instead considering it a weakness. Documenting your objections through the eyes of the consumer will allow you to engage with the emotions and challenges they face. A document is a great reference point to stay organized and have all objections ready to go for the next time they are brought up.
Practice makes perfect. Rehearse the objections you gathered and documented. According to MPI, delivering your approach a minimum of 50 times out loud before you execute to prospects or customers. Role play with your co-workers and record yourself practicing. Listen to the recordings to determine if you are using the right rebuttal, the tone of your voice and ways that you can make your response better. Be prepared to make changes to your rebuttals often because the more time you practice, the more you will be able to improve your talk track. Continue to document what is or isn’t working throughout your practice runs. The more you go over your responses, the more comfortable you will be when answering them on the phone or in-person.
The best way to overcome objections is to listen, document and practice them. Deal with objections head-on so you can be proactive. Implement these three simple strategies to get to a place where a prospect or customer has minimal objections because they understand your product or service and are secure in their decision to engage and potentially buy from your company.