I’ll be breaking down a recent charity webinar I was a part of, where my business partner Bryan and I handled 40 objections in 40 minutes. That’s right, every single objection thrown our way was dealt with live on the call, and today I’m going to share some of the tips and tricks we used to handle objections like pros.
Before I dive into the nitty-gritty details, let me tell you something important. A lot of objection handling is not actually handling, it’s prevention. Most objections are a symptom of a deeper problem, and if you can figure out the root cause, you can eliminate the objection before it even comes up. So, let’s start by talking about how to remove objections before the close.
During a sales call, there are typically six parts: introduction, information gathering, transition, pitch, committing, and closing. The first two parts are all about building rapport and understanding the customer’s needs. The transition is the crucial stage where you move from information gathering to the pitch, and it’s important to do this smoothly so that you don’t create any unnecessary sales resistance.
The pitch is where you explain what you do, and this is where objections can start to come up. The key here is to remember that the pitch is a dialogue, not a monologue. You want to engage with the customer and get them to ask questions, so that you can address any concerns they might have.
Once you’ve covered the pitch, you move onto the committing phase, where you tie down any uncertainties and get the customer bought in. This is where objections can really start to rear their ugly heads, but don’t worry, I’ve got you covered.
Here are some of the objections we handled on the call, and how we overcame them:
“I want to think about it”
This is a common objection that can come up at any point in the sales process. The key here is to get the customer to commit to something, even if it’s just a small step forward. One technique we use is to say something like, “Is it cool if I share something I’ve learned from my experience? Where are you at with this out of 10?” This prompts the customer to give a specific number, and then you can work with them to move forward from there.
“I need to talk to my spouse/partner”
This is another common objection, but it can be a little trickier to handle. One approach is to reframe the objection as a validation exercise. You might say something like, “I understand that you want to talk to your spouse/partner, and that’s totally fine. What we really want to do here is validate that this is the right decision for you. Can we schedule a call with both of you so that we can answer any questions you might have?”
“I don’t have the money”
Money objections are always tough, but the key here is to focus on the value you’re providing. One technique we use is to say something like, “I understand that this is a big investment, but I want to make sure you understand the value you’re getting. If we can help you achieve [insert specific goal here], how much would that be worth to you?” This reframes the objection as a question of value, rather than cost.
The next phase of a sales call is the transition. This is the point where you move from the information-gathering phase to the pitch. The transition can be a bit tricky because you don’t want to just drop the pitch on your prospect out of nowhere. That can create a lot of sales resistance. Instead, you want to get them to ask you to pitch them.
One effective way to do this is to ask a question like, “Based on what we’ve talked about so far, do you think what I have to offer could be a good fit for you?” This opens the door for your prospect to express interest and gives you an opportunity to segue into your pitch.
The pitch itself is where you explain what you do and how it can benefit your prospect. One important thing to keep in mind is that the pitch should be a dialogue, not a monologue. You want to keep your prospect engaged and involved in the conversation.
A good way to do this is to make your pitch a simultaneous explanation of why everything that’s been done in the past has failed and why your approach is different. Also, focus on selling your method, not your product. Your prospect needs to buy into the method before they’ll be ready to buy the product.
After the pitch comes the committing phase. This is where you ask your prospect for commitment and tie down any loose ends. This is also where you address any uncertainty objections that might be holding them back.
Uncertainty objections are the worst because they’re often rooted in fear and can be hard to overcome. But there are ways to address them. For example, if your prospect says they need to think about it, you can say something like, “I understand you need to think about it. But is it okay if I share something that I’ve learned from my experience? It might help you make a more informed decision.”
Another common uncertainty objection is that your prospect doesn’t have the money. In this case, you can offer them financing options or suggest that they find a partner or investor to help fund their purchase. The key is to be creative and empathetic to their situation.
In conclusion, handling objections is an essential skill for any salesperson. By following the steps outlined above, you can effectively prevent and overcome objections, and close more deals. Remember, objection handling is not just about what you say, it’s about how you say it. Be confident, be empathetic, and be authentic, and you’ll be well on your way to becoming a top-performing sales professional.