How & Why Objections Enable Buying

October 6, 2021
How & Why Objections Enable Buying

You view objections as negative, right? The last thing you want to hear is that objections enable buying.

Well, I looked up the word “objection” and Merriam Webster's definition includes the following:

  • a reason or argument presented in opposition
  • a feeling or expression of disapproval

Synonyms for “objection”:

  • Challenge
  • Complaint
  • Difficulty
  • Exception
  • Fuss
  • Kick
  • Protest

All of that sounds pretty negative. But what if I told you that objections are opportunities? Let's reframe our thinking.

How Do Objections Enable Buying?

Every single day salespeople across the country engage with different prospects. Some prospects are key decision-makers, others are not. Some will buy now, others will buy later. Some might reject you right off the bat!

Regardless, any one of a salesperson's prospects can only voice an objection when they're engaged in a conversationFor a salesperson, engagement is a privilege.  Therefore, objections are also a privilege.

It’s a shame that a lot of sales training leaves this part out.  In fact, objections are commonly thought of as a nuisance; something unwanted, something akin to the definitions I referenced earlier–something bad!

Instead, I'd like you to consider the possibility that objections don't occur. Instead, what's occurring at the moment are open, honest conversations.

Objections Are Invitations

How we think and speak is often a reflection of how we interpret what’s being said to us.  For example, if someone says, “Our budgets are all set, and we can’t work with you on this now.” We may hear it as “I’m not interested in doing business with you ever.” So, if we interpret this as an objection, one that we can't do much to change, then our reply will be limited.

But, what if we were to interpret this as an invitation?  For example, an invitation to add value, or to develop a relationship, or to help the prospect in some other way.

Wouldn’t this alter the context of the conversation?  Our range of options for meaningful dialogue has now become much broader. Are you seeing now how objections might enable buying?

We could respond by saying “Thank you for sharing that information. Maybe we can revisit how we might work together down the road, but since we have some time now, could we simply talk about your business?”

Now be careful. Some of you reading this will ask: “Wasn’t that the same as handling an objection?” My answer is “Yes” if you heard it as an objection.  “No” if you heard it as an invitation. Simple!

Authenticity is Key

Rehearsed responses rarely address the prospect's “objection”, and if you put yourself in their shoes, the last thing you want to hear is a script.

Ask yourself: why are they really here, meeting with me? Are they curious about my product? Do they want to learn more? Are they interested in making a purchase now, or later?

Address their problems by sharing former client experiences that might be similar to their situation and offer some insight.

If they voice a concern, question, or anything else–they're simply engaging with you! A conversation is unraveling right before your eyes. That is surely a unique opportunity.

Remember that honest and open conversations are vital. 

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