Sales objections can be understood as that “but” that the customer always has. They are barriers, obstacles that prevent the customer from saying “yes” to your offer. There may be several problems that prevent the sale from being sealed. Therefore, it is necessary to adopt really efficient strategies to get around them.
Even when you offer a superior product, a better service or a lower price than the competition, doubts can arise.
Sales objections can, indeed, ruin your best offers. Even when you have practically already considered the sale done.
Salespeople often rely on their persuasiveness to deal with sales objections.
And then they negotiate price, service, term, present and reinforce information, expose cases, compare with the competition…
But facts and figures do not always convince customers that their solution is the best choice.
They can even, at times, make the situation worse, damaging the business and leaving you without the sale.
Therefore, it is necessary to adopt some really effective strategies to get around objections intelligently.
The purpose of this article is to share, with you, the best practices for this.
Stay with us.
First of all: don’t raise sales objections on your customers!
The danger exists. And it can come in a strong way. Let’s do the following exercise. Put yourself, for a moment, in the buyer’s shoes.
Say you’re evaluating two insurers to hire a health plan for your company’s employees.
You are in contact with the sellers of each of the insurers to discuss the offer that has been passed on to you.
But you need, before making the decision, go over some numbers internally and make sure you choose A or B.
The seller of the first insurer is on the defensive. There is, in your tone, an air of fear when you ask for a little more time to decide.
In fact, even a discomfort on his part. And he, in order to achieve the closing of sales faster, begins to expose numbers.
It talks about the ROI you will have, the reasons why their plan is really different and how that offer is basically exclusive.
Okay, let’s not even go into the merit that he is possibly just following a sales script that was passed.
However, this can generate (and often does) a bad feeling in the prospect.
Until then, you were having a good relationship with the seller, right? I had a positive image of the company continuously…
Do not push the blindfold so as not to object to you
Well, all of this, in fact, now seems to evaporate quickly, doesn’t it?
Your current health plan does not suddenly look so bad. You already begin to consider what the after-sales will be like.
How will it be when you need support, or think about a renewal or even reduction of the contracted plan…
However, there is the second company you are negotiating with.
The salesperson remains helpful, on hand, and at ease knowing that you need time to think and are talking to other companies. Something, let’s face it, common.
This representative, after the time you asked, will certainly follow up with you and, at this moment, he remains attentive and patient.
By contacting you, he continues to generate value and add confidence. It seeks to understand its context and the reasons why the decision has not yet been taken.
You discuss options and points of the plan and it can even offer a different payment term – if that is one of the sales objections exposed.
And, well, closing or not (there are other reasons that matter), you managed to notice the difference between the two salespeople, right?
The first failed to cope well when objections were raised about the second. The latter was concerned, at all times, to be consultative, to advise, without ever putting pressure on you.
That’s why you reacted in such different ways …
How are sales objections born? Understand the buyer’s mind
Still in the previous example, to get around sales objections, you need to know how they are born.
Clearly, the prospect was uncomfortable with the way the first salesperson handled some of the “things” you presented, right?
When beliefs are countered with contradictory facts, we tend to reinforce them initially – instead of questioning them.
There is a study that talks about it, calling it “black fire effect”.
It happens not only when negotiating a product or service that you are buying, but basically at all times in our life.
However, we will focus on sales here.
This “trigger” is triggered when we encounter sales objections from our customers and start to launch facts one after the other to quickly fight them.
And then we talk about everything that he, today, does not understand as true in relation to us:
- best product or service on the market;
- differentiated customer service;
- unbeatable price;
- satisfied customers;
- best cost-benefit… and so on.
This does not mean that you are not speaking the truth. All of this can be 100% true to reality. But not for the customer today.
Facts alone, exposed in a moment of negotiation, will not convince the client and modify what he already knows for now.
Objections come from confusing or poorly communicated information
It all comes down, then, to how we process information.
The “black fire effect” makes us, initially, want to remain faithful to what we have as current beliefs.
When they are threatened, they become stronger (if only for a brief moment).
This creates a big challenge for salespeople and… voila! There are the sales objections to be circumvented
Getting a customer to switch from the current solution to that of a competitor (in this case, you) can trigger this effect in your head.
Even if your product or service is really superior, depending on the way you expose this information, he will not believe it.
It will create a barrier that will doubt every statement made, doubling your belief that what he consumes today is better.
Then, it will be up to the salesperson to adopt other strategies to be persuasive and work around these sales objections …
4 strategies to get around sales objections
When we know what our clients believe and trust, we need to be smart and review their negotiation techniques for a moment.
The way we put the information we have (and it’s true) will trigger good or bad triggers on people.
So, how to be consultative and assertively inform what you need to be efficient and effective in your negotiation?
We separate 4 steps for the salesperson to succeed in this mission, focusing on the customer and their pains.
But above all, be able to communicate accurately with your interlocutor.
1 – Understand the whole context
Sales objections do not necessarily mean that you have not done your job well.
The fact is that your customers are, in fact, just raising real concerns and putting up some defense barriers to feel safe.
So, you need to understand the whole context that the customer is inserted into. All the pain he has.
This starts with the SDR. It is he who, in the pre-sales stage, takes the first approach to the lead to identify his needs.
It is also he who, without going much deeper, will talk about how the solution sold can help in the solution of these pains.
From there, by registering with the CRM, the salesperson will already be aware of what he will need to focus on in his sales demonstration.
Without pointing point to point, throughout the speech and in a fluid way, you will approach and show how you meet the expectations generated.
So, look at this: the seller will be aware of the objections before starting to negotiate.
In the sales pitch you will already put the answer for them. Well, of course new ones may come up, this is normal.
It is for this reason that you give the customer space to think and remain at his disposal to clarify new doubts.
2 – Be empathic at all times
Once you understand what your client needs, to clarify the doubts he exposed, be empathetic.
Here, it is necessary to reinforce again the need for a space for decision making.
But at the same time, stay close. Send a message on WhatsApp with some cool content that the company has produced and that helps you to be convinced.
Ask if there are any questions about the business proposal or if any points about the solution are still unclear.
Above all: listen. Understand the client’s reasons for not saying “yes” yet.
Depending on the sale, negotiation and decision are often complex. It is common in B2B sales, for example.
Therefore, empathy here is to be available and to be consultative with each contact – whether requested by the client or your own initiative.
3 – Provide conditions for the customer to decide
Here again, the need to give the customer space to decide. But space just isn’t enough.
Remember: most likely he will be talking to you and the competitor.
So, more than allowing him to think and be available, give him the conditions to decide for you.
That is to say: with each contact, deliver something with increasing value.
Share a new case; a video that best shows your solution.
Talk to him about any strategy you thought so he can get better results with your solution.
Don’t force anything. Send an email or message via WhatsApp – but no charge.
Not to mention the fact that you have a pending and pending response. He knows that!
Therefore, the challenge remains: how, with each contact, do you manage to deliver value and supply your customer more and more?
4 – Be willing to postpone the deal
And, well, if you don’t get a response to your contacts, you might need to consider postponing the deal. Or even cancel it.
Yes, we always want to achieve the goals and objectives proposed for the month and guarantee a good sales commission.
But, if you don’t get a response from the client in your follow-up, will you continue to “push the button”?
So, if the customer does not speak to you anymore, freeze this opportunity in your CRM and contact us only in a few weeks – schedule an alert to not forget.
But if sales objections, despite all your efforts, are not overcome, then give up on the deal.
However, don’t give up on the customer, of course.
Put it, within your marketing automation platform, on the list to receive your weekly newsletter, for example.
This is a way of continuing to show the value that the company has. You are not negotiating (therefore, pressing) the customer directly.
But at the same time, it keeps showing the value you have. How reference you are in the area in which you operate.
It continues, even if little by little, nurturing this relationship in order to reactivate it with everything in the future.
Thankfully, in your CRM you will have the history of this customer and know what he needs and how not to go wrong with him!
So, how can we help you?
If you are unsure about the content or want to know more about how to get around sales objections, speak to a consultant.
Enjoy and read two articles that will help you be more successful in your negotiations.
The first one talks about the BATNA strategy and how it helps you to close more sales.
The second covers some important sales tactics for companies.
A hug from CWT, your CRM. #RunCWT