It’s tempting to consider sales objections as impediments that need to be “handled.” This perspective can lead sellers to get defensive and even sometimes combative. Instead, consider the perspective that sales objections are opportunities.
How could an objection be an opportunity? Read on for three key ways objections are opportunities.
1. Objections keep conversations open.
Anyone who’s spent much time selling will recognize this story. You have what seems like a great meeting with a prospect. They ask a few questions and you leave feeling like the opportunity is moving forward. Then they go radio silent. Or maybe they actually tell you you’re not a fit.
What happened? There was likely a concern behind the scenes that eliminated your solution from consideration, but you weren’t involved in the conversation. You had no ability to help the prospect discover that their objection was solvable.
If your prospect shares an objection with you, they’re inviting you to participate in the conversation. They’re actually beginning the process of handling the objection for themselves!
2. Objections are opportunities for internal champions to shine.
As I referenced in the previous point, we all know that prospects are having conversations about us when we’re not around. Whether you’re in the room or not, if you’re selling to a team you may have an internal champion.
When objections are raised, it’s a great opportunity for internal champions to step up and resolve them on your behalf. Rather than you having to explain why the objection shouldn’t be a concern, your internal champion can come up with the solution on their own.
If you are working more closely with an internal champion and involving them in preparing for a meeting, you can even brainstorm potential objections and decide which of you will respond to each.
During each conversation, whether or not you are present, objections are opportunities for your internal champion to learn more about the buying dynamic and what it'll take to close the deal.
3. Objections give you the opportunity to be a consultative partner.
If you’ve had training on how to handle objections, you might have developed pat responses to the common objections you hear. While that can be a useful exercise, that’s not what I’m talking about here.
Instead of just shooting off a quick response, if you take the time to ask questions and learn more about the objection, you can position yourself as a problem-solver.
Let’s say a prospect says your price seems high. You could just say you’re comparable to their current solution. But if you remember that objections are opportunities, you might consider asking some questions instead
Is there a budget for this initiative? What are you currently spending? Which key features do you need? What ROI are you looking to achieve?
As you learn more in response to your questions, you can tailor your approach. Maybe the original proposed solution is actually not a good fit, and you should come in at a lower number. Or maybe the prospect needs everything you proposed (or more!) and doesn’t realize they’re actually paying more right now because they have multiple overlapping solutions.
By engaging the prospect instead of seeming to dismiss their concern, you’re demonstrating that you’re a trusted partner. And the objection gave you the opportunity to do that.
Do you believe sales objections are opportunities? I’d love to hear your stories and experiences in the comments!
And for more best practices on responding to objections, check out our eBook.
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