Even if you research your prospects for hours, tailor your sales messaging, and perfect your pitch… You should prepare to face objections.
An unexpected objection can stop a salesperson dead in their tracks. It’s an accepted part of the sales process, but newcomers may still struggle to keep a sales conversation going.
As a sales rep you need to think about what comes next. You have to know how to handle objections in order to deliver your messaging. A prospect might not even be interested at the time, but successfully presenting what your company is offering as a fix for their problems might put you first in line when they someday go looking.
In our latest blog, we will explore a data-driven approach to objection handling. We will explain what you need, from preparing cold calls and researching prospects, to dealing with those surprise rebuttals.
An unexpected objection can stop a salesperson dead in their tracks. It’s an accepted part of the sales process, but newcomers may still struggle to keep a sales conversation going.
As a sales rep you need to think about what comes next. You have to know how to handle objections in order to deliver your messaging. A prospect might not even be interested at the time, but successfully presenting what your company is offering as a fix for their problems might put you first in line when they someday go looking.
In our latest blog, we will explore a data-driven approach to objection handling. We will explain what you need, from preparing cold calls and researching prospects, to dealing with those surprise rebuttals.
Stay one step ahead of objections
A prospect can simply disagree with the price, ask for extra features or not see much use for a product or service. It’s completely natural. Sales reps need to have responses to hand that can be delivered with confidence.
For this reason, active listening is a key skill in any great seller’s arsenal. Instead of waiting for a gap to plug with sales messaging from a script, take time and make sure you are paying attention. Help your prospect feel that you have genuine interest in their pain points and business needs. Answer their open-ended questions – no matter what they are.
To become a master at dealing with common sales objections you need to be ready. You’re expecting the objection to come at any time during your sales outreach. Removing the surprise factor allows you to maintain composure and have a response ready in case any rebuttals come your way. You will learn this through experience and researching your prospects, but it also requires resilience.
Five sales tips on overcoming objections.
Reiterate
Don’t rush. Try to listen and understand the objection instead of jumping to conclusions. The last thing you want to do is make a false statement about your product as a response to their rebuttal.
Discover Pain Points
Take time to get to the real root of their problem. If you can do this within the same conversation, it shows that you are listening and genuine in trying to understand their issues.
Be Personable
The more tailored you are in your response, the less resistant your prospect will be.
Get Feedback
You might have delivered what you think is a “successful” response. However, you need to confirm with the prospect that you have in fact satisfied their concerns. Then follow this up by asking if they have any other queries about what it is you are offering.
Collect Data
Create an objection management document. We’ll cover this in more detail later!
Encountering Objections: What Comes Next?
Types of sales objections fall into different categories. Each one of these will need its own response. These include:
- Your prospect may be too busy to talk
- They may not be interested in your product or service
- You may not be able to deliver what you are selling within the required timeframe
- They might not understand how it can benefit their business
- Your product or service may be too expensive for their budget
- They may already buy from a competitor in your market
- You may be talking to someone who isn’t a decision maker
Already, you can start to see how you might respond to some of these rebuttals. If your prospect is too busy, you can offer a follow-up when they’re next available. Chase them up, using a touch pattern that aligns with their Ideal Customer Profile (ICP) for the best chance to re-engage them.
If your prospect doesn’t have the budget…
Highlight the value of your product or service and how cost-effective it is. Make them understand that what you are offering is a good deal. Be transparent with your pricing. If necessary, provide a discount or adjust features to help them find a price point they’re happier with.
If your prospect doesn’t have the time…
This suggests that they may not be aware of a problem you can help them solve. Use your research on the prospect. Speak to the challenges common in their industry. Reveal how your solution can help, using relevant case studies, marketing data, and other resources.
The Power of Awareness
When making your sales pitch, you should already be aware of your industry rivals. So when a prospect objects, you will know which of your company’s strengths to compare to their weaknesses. That can be value, purpose, or another element buyers in your industry focus on.
Who is responsible for the purchasing decisions at a company isn’t always clear. Even if your contact isn’t a decision maker, you should still work to build trust with them. They may be reluctant for you to do so, in which case give them some tailored content about your product. There’s a chance your contact will then share this information, which could lead to a response down the line.
The worst objections are those that don’t provide any context. A hard “no” with zero explanation is not only a lost sale but a lost chance to get your foot in the door. It’s important to remember that objections = feedback.
Being completely ignored or dismissed by a prospect won’t give you insights that you can then work on in your next Sales Play. If a prospect objects, always politely attempt to get a response from them as to why they don’t want to buy from you. This is a direct form of feedback that you can collect, helping you to better explain the value your solution has for them.
Overcoming The Sales Objections: How To Use Data
Being able to steel yourself is a valuable skill in overcoming objections. Even more effective is knowing how to respond and steer things back toward a potential closed sale.
Knowing common objections helps to change a pitch to focus on setting yourself up for a focused rebuttal.
Knowing the number of touches you need per prospect and the number of prospects per “yes” also boosts confidence.
Creating an objection management document means that you collect data from your sales outreach.
Make sure you log the most common objections you face in your market.
Do your research and establish the best way to respond.
Keep responses succinct. Focus on how your company can solve your prospect’s problems.
Conclusion
For new sales reps, the idea of handling sales objections back-to-back can be stressful and daunting. However, as we’ve touched on in this blog, these same objections are essential in helping your sales performance.
By collecting data on your prospect and their reasons for objecting, you can craft and hone responses to their rebuttals, thus improving the success of your process.
Not sure why you still aren’t booking quality appointments? Our sales experts at Harte Hanks Demand Generation want to help. We have tested sales messaging across many markets and industries. Furthermore, we have the experience needed to help you overcome your objections.
Our vision is to unlock the potential of every great sales and marketing idea. We ensure that your messaging and strategy gets refined, deployed, and scales revenue.
With no negative impact on your sales pipeline, Harte Hanks Demand Generation can plug straight into your outbound sales setup. We work as your innovation team, giving you a facility to test and experiment with new ideas. Think of us like the “Inventing Room” from Charlie and the Chocolate Factory,
Looking to think of your new sales and marketing messaging in a new light?
Originally from Iver in the United Kingdom, which she will proudly tell you is near where the Queen lives, Christina moved to the U.S.A. in the early 2010s before founding Harte Hanks Demand Generation in 2015. Fast forward 12 months to 2016 and Harte Hanks Demand Generation had 150+ employees and a 7,500 square-foot facility based in Florida! With 25+ years in sales and operations, the majority of which has been at board level, those who have met Christina would agree that she strives for operational excellence on a daily basis, consistently working to develop the individuals at Harte Hanks Demand Generation.
