Every time I hear a sales coach talk about overcoming objections, it makes me cringe. There’s no doubt that changing someone’s view or mindset about a topic is a required skill set, however, the concept is flawed from the get-go. Look up the definitions of “overcoming” and “objections”. According to Merriam-Webster to overcome means “to defeat (someone or something), to successfully deal with or gain control of (something difficult), to affect (someone) very strongly or severely”. And the definition of objection isn’t what I would call customer friendly either. Merriam – Webster defines it as “a reason for disagreeing with or opposing something.” I don’t know about you, but I don’t want someone I’m trying to sell something to feel conquered or defeated, and I certainly don’t want them to think we have opposing views.
I have experienced the most success when I coach a salesperson to rethink how they view objections. Look up re-educate, it means to teach someone to do or think of something in a new way. That’s absolutely what a salesperson needs to do when a prospect or customer has a different opinion from their own. It also takes away the battle and puts the salesperson in a position to offer consultation and to be the subject matter expert.
Check out this week’s free sales training video on overcoming objections and learn how you can improve your sales strategies for the better.