Objections will inevitably arise during the selling process.

No matter how good your presentation or your service offering, you are likely to be faced with objections, concerns or the necessity for additional information.

Whatever you do, don’t dread objections.

If you dread objections you are sure to make a mess of your response and this could cause you to fail.


Be prepared


The best way to handle objections is to be well prepared.

Write down a list of all the objections you feel you are likely to come up against during your presentation and then think ahead and plan how best to deal with them.

The ability to anticipate an objection is important.

But more important is developing the skills necessary to overcome your prospect’s concerns.

No matter how thorough you are, there will always be a time when a prospect will come up with an objection you have not considered previously.


Beware the test!


Tell me you haven’t done this yourself.

Many business people are well practiced at throwing out objections.

Sometimes it’s simply a test applied by the prospect to every sales approach.

If you give up and walk away at the first or second hurdle it is proof to your prospect that you had nothing of value to offer.


Welcome objections


When you welcome objections you are communicating to your prospects that their needs are important to you and they will be addressed.

Objections are signals that your prospect may be considering your service offering and that more knowledge is required before making a buying decision.

It gives you the opportunity to better understand your prospect’s needs and to give greater emphasis to the benefits of doing business with you.

Do not allow yourself to lose focus by trying to figure out how best to respond to your customer’s objection.

Many prospects tend to raise objections simply to disguise their real concern.

You must tune in to your prospects and listen carefully to what they have to say.

You need to use good questioning techniques to uncover the real reason that is stopping your prospect from making that commitment to sign on as your customer.

As you answer each objection do so with total conviction, and make sure you receive your prospect’s acceptance of your response.

There is no point in moving forward unless the objection has been dealt with to their complete satisfaction.


Be intuitive


Remember that most of the time people tend to buy based on their emotions, not reason.

This can be true even for purchases that might seem totally rational, like a new office chair or computer.

It’s important to try and figure out what emotional need you can tap into to make the sale.


Case histories/testimonials


Now may be a good time to draw on similar challenges faced by your previous customers.

Perhaps you can tell a story or deliver proof through a testimonial of how working with you has produced results similar to those your prospect is keen to achieve.


Honesty is the best policy


Sometimes you may find you simply cannot overcome an objection.

It happens.

If so, honesty is always the best policy.

Do not exaggerate the facts to win the sale.

It is always better to admit you don’t appear to be a good fit and walk away with your integrity intact.

Remember, don’t try to win, try to help.

That way you will build trust and keep the door open for future business.


Types of objections


The most common types of objections that salespeople come up against are:


  • Scepticism

If your prospect seems sceptical about your ability to deliver it may be because you have promised too much too soon.

Maybe you have underestimated the importance of their particular situation.

Or perhaps you have failed to gain rapport and as a result you are not on the same page.


  • Misunderstanding

It’s possible you have not adequately defined your prospects’ needs.

You must understand their situation and how best you can offer the solutions necessary to close the sale.

You also need to fully appreciate your prospects’ desired outcome and provide detailed examples as to how they will benefit from your service offering.

Be very specific with your answers.


  • Stalling

This may seem obvious but from the outset make sure you are dealing with the decision maker.

If your prospect mentions that he wants to get other proposals, see if you can determine what his criteria is and what kind of information he is looking for.

This may be your prospect’s first foray into the market place for a service provider in your particular industry type.

If so, try to be the last provider to present.

That way you will know exactly what you are competing against.