Overcoming Objections in the Sales Process

For salespeople, it is important to know several things well:

  1. The product or service you are selling – you need to be a product expert, able to answer all questions about specifications and how it works.
  2. The benefits – you need to be able to tell people exactly how it will solve their problem or improve their life.
  3. The most common objections

Objections are what the prospective customers will use as reasons NOT to buy. They are the questions, phrases, or explanations that salespeople will hear when someone is just not sure.

Some of these are legitimate objections. When a person can’t afford the product you’re selling, they will tell you they can’t afford it.

But some objections are just excuses. That same person might be telling you they can’t afford it (even though they can) because it’s easier than asking a technical question or exposing that they are confused.

To overcome your prospect’s objections, you need to do three things well:

  1. Prepare your responses – prepare for the most common objections you are likely to hear so that you know how to respond to each one. They needn’t sound scripted or rehearsed, but you need to have answers or you risk losing the sale.
  2. See them coming – in order to do #1, you need to have at least some idea what kind of objections you will get. This comes from listening clearly to customers, proper coaching and training, and sharing your observations with other salespeople.
  3. Get to know the prospect – many objections are personal. Like the example above, the same objection can mean two different things coming from two different prospects. Use conversational cues like the tone of the person’s voice or non-verbal reactions (if you’re selling in person) to cater your responses specifically to each individual.