Even when you are intentional about removing surprises and skilled at talking about price, you may still encounter objections during the sales process. Listening for objections along the way and handling each one as it comes up helps you avoid trying to address all the objections while you are presenting your proposal.
Sales superstars know most strong responses to objections will ask the prospect additional questions designed to get back to desired business results. Most of these responses will lead logically to the next. Some may uncover an area where, based on the prospect’s response, you choose to have a deeper conversation on that topic.
Keep in mind some objections surface way before a proposal is on the table, so it is important to sharpen your skills in this area just to set an appointment. Here are five common sales objections and some things you can say (and do) to overcome them. Feel free to take them for a test drive!
5 Common Sales Objections and How to Overcome
1. I’ve done this in the past, and it didn’t work.
A strong response you can give is:
“I am not surprised. There are 50 ways to do marketing poorly and only a handful of ways to do it right. The Media landscape continues to change, and we pride ourselves in helping you reach your desired target audience and follow them along the consumer journey.”
Then get them talking by asking a question:
“What have you tried, what was the strategy behind it, and what were the expectations?”
2. You’re too expensive.
Your response for this should lead with empathy.
“I hear that from time to time. Sometimes clients see the big advertisers and think they can’t invest that much, but we specialize in helping local businesses make the right size investment to get the ROI they are seeking.”
“Companies that charge less, charge less because they don’t offer a full solution that delivers ROI.”
Then give an example of something you do that brings more value, and move the conversation from price to value or how they measure ROI.
3. We are happy with our current marketing and advertising plan.
Respond positively, looking for more information:
“That’s great. Can you tell me in a sentence or two what is going well? What is it that you like about what you’re doing?”
Then keep asking what else, and what else? Listen for an area of doubt or opportunity, then ask if they would you be interested in learning more about the insights, information, and ideas you have in that area.
4. We have enough business already.
For this objection, first, show empathy with a response like, “That’s a good situation to be in.”
Then probe deeper by asking, “How confident are you that you’re growing in the most profitable ways? For instance, how are you getting business that has the highest margin?”
Then ask, “What are you doing with current customers on Social Media to leverage the growth you are experiencing?”
5. I am already using Paid Search.
Your response: “Terrific. I thought that was the case. What happens in the consumers’ life that causes them to start searching for your product or service? Do you see patterns of when they search and how quickly they purchase after they search?”
Follow up with, “How well are your campaigns performing?”
Keep the conversation going and ask who is currently managing their search, so you can check with your team to see what the typical strengths and weaknesses are of this provider.
They Come with the Territory
Objections are part of the sales process. In fact, they are an invaluable part for two reasons:
- They force the seller to engage in the process and isolate areas important to the customer.
- They provide insight into the mind of the buyer and help clarify their location in the buyer’s journey.
No need to freak out when objections arise. Simply handle them one at a time along the road to closing the sale.
