If you’re in sales, you’ve heard it all. Every excuse in the book has, at some point, been used on you in an attempt to get you to go away. Objections can come at any point of the selling process. However, real success comes to those who fight through the objections and successfully convey the usefulness of what they offer. Let’s look at a couple of ways deal with common objections.
Budget. A company’s budget or lack thereof is the most commonly encountered objection. As a business owner or department head, budget management is always top-of-mind. Every company is trying to get the most for their money which means you won’t make the deal if you can’t clearly communicate how your products or services outshine everything else in the market. Outline the various ways your product or service will improve their business. This clarification may just do the trick in making the big picture click in the mind of the prospect.
Not the decision maker. This is an objection that can easily be avoided. If you’re pitching your product to a non-decision maker, you’ve made a mistake. It is your job to ask the right questions and talk to the right people in order to locate the person within the organization with the power to make decisions. But let’s say, for hypotheticals, that you can’t get past the gatekeeper. You must identify the root issue the decision maker has with your product. Leveraging your solution to those issues may get you on the phone with the actual decision maker.
Don’t need your product. This objection stems from the lack of knowledge of what you do. You’re talking to this prospect for a reason. You are an expert about your product. You have seen what it can do and how it can help make others successful. The problem is when you can’t convey your knowledge onto the prospect. You must ask why. It is the most important question you could ask. You must find the barrier to them understanding what you see. Once located, you can solve the issue. Infographics and case studies can also help to show how your product has helped similar companies in the past.
Now isn’t the right time. The best part about this objection is that it isn’t an objection at all. There are obvious reasons why you want the decision maker to close a deal with your business today instead of a year from now, but sometimes it just isn’t the right time. Instead of pushing the issue, use this “objection” to your advantage by integrating the prospect into your company’s nurture campaign. This way, a month or so down the road when they are ready to buy, your brand will be top-of-mind.
Most objections are born from a lack of understanding, which means clear communication is vital in overcoming them. The question of “why?” will help to move you towards solving the problem, no matter the objection. Solving the root cause will make a customer out of even your toughest prospect.