Everything that prevents us from reaching a goal are objections.
In life and in sales dealing with objections is the main exercise that strengthens us.
The more obstacles, the greater the conquest. Conquest is only conquest if there is opposition and competition.
Valuable things present many obstacles in their surroundings. Few pass through these obstacles. That is why their achievements are valuable.
In sales, objections are classic, everyone who works in the business knows them.
These can be operational, market or even internal/personal obstacles.
When you prospect, you routinely deal with situations such as:
- Wrong phone.
- Phone busy.
- Station not answering.
- Waiting music.
- Surrounded attendants.
- E-mail not received/replied/responded to.
- And so on.
The more of these you face, the more successful you will be.
Easy to say. I know.
That's why most give up too early. They don't have the patience to deal with it.
To prospect you need patience and persistence.
So here we deal with your inner obstacles and beliefs that point in other directions. Your enemy here is yourself.
And when you find a prospect with potential, you deal with other types of objections:
- It is expensive.
- We don't have a budget.
- We can do it internally.
- We already have a provider.
- Next month we will return.
- Your competitor has lower prices.
- We don't need your solution.
- Etc etc
Here the tactics for dealing vary with the objection.
"It's too expensive." The person did not see enough value to the point of equivalence with the outlay.
"No budget." Offer something more affordable. If the objection persists, walk away. Next.
"It's not what I need." Make as clear as possible the value provided. If the objection persists, goodbye. Next.
If you hear a lot of objections think about reevaluating your content on the following points:
Answer as succinctly and clearly as possible the following question that rings in your prospects' minds, "What's in it for me?"
Make as explicit as possible the main benefit to be provided. Two or 20 people within the buying company will critique and evaluate your narrative.
Put your differentiators on display. You not only compete with other market players, but also with two other very strong "enemies":
- The "Do Nothing".
- Do it internally ("we/me do it").
This is where your differentiators, benefits, time savings, the professional end result come in. Make it clear in your materials that "doing nothing" or "a home-made solution" can be the typical silly economy, or the "cheapie that got expensive".
Make offers and propositions that have an expiration date. Most people procrastinate. Give operational reasons for expiring offers. If your proposition is valid ad eternum, so is procrastination. But don't force it and don't lie.
Avoid passing on a perception that implementing your solution is too intrusive and disruptive. This leads to the objection of "we don't have time to use, implement, adopt."
When you are talking, talk less and listen more. If your solution really fits, the deal will go through with good probability.
Act in a trustworthy manner, be credible and transparent. When there is not enough trust, there is no business. And trust is earned. It's not something you can buy.
In short, objections are the basis of our daily life. Dealing with them is a matter of patience, awareness, and strategy.
When your market makes an objection, it is like an impediment, an opposition, a refutation. It is the market rebutting your arguments that destroy your claims of proven value.
And that is to be expected.
Truly our role is to deal with objections all day, all the time, all our lives. So what we accomplish are true achievements.
