Over 13 million people work in sales and related occupations. Yet, not all salespeople are created equal — some of them are better at the job than others. What separates a good salesperson from a great one?
Mainly being able to get past sales objections.
There is no salesperson who won't come up against these objections, so knowing how to handle them can make or break the deal. Here's what you should do when you meet the inevitable.
Active listening is key to overcoming objections in sales. If a customer feels like you aren't taking the time to hear their concerns and are brushing them off, they'll grow more certain their concern is a valid reason not to proceed — and they'll feel irritated at you for not listening to them!
Make sure you hear them and consider the problem before you say anything else, and, most importantly of all, avoid interrupting them. Communication is key in sales.
Understand Their Concerns and Ask Follow-Up Questions
Not only should you listen actively, but you should address the concern. While many salespeople are tempted to push on ahead and keep naming advantages of their product or service in the hopes the concern will be forgotten, this isn't likely to work.
For example, some common sales objections include complaints about the price. Show you're listening and say things like:
- "I hear you. What price were you hoping for?"
- "You're right — our price is a bit higher because of the advantages I mentioned. Is it too much for you?"
- "What's your budget? I can see if we have something that fits that."
The potential customer is much more likely to be receptive to someone who is empathizing with their concerns rather than pressuring them into a purchase they may not be able to afford. Remember that 80% of prospects say no eight times before they say yes!
Find a Solution
Next, it's time to find a solution to the concern instead of telling them it doesn't matter.
If the price is too high, can you come down on it any and still make a profit? If they don't have time to chat at the minute, rather than forcing them into a conversation, ask them if there's a more convenient time to call back — or leave them your number and ask them to call you.
A salesperson's best asset is adapting to the situation at hand because no two conversations are the same in sales. Active listening and direct responses are the best way to do it.
This Is How to Respond to Sales Objections
Although sales objections can be the most frustrating part of a career in sales, everyone has to deal with them. The sooner you practice navigating them and finding a way to satisfy concerns, the more deals you'll be able to make with people.