A sales conversation with a prospect isn’t a battle of wills.
You’re not trying to coerce them into buying your product or offering.
Selling is a collaborative process where you’re working together to meet your prospect’s need.
You are helping them to find a solution to a problem.
A great salesperson always works in the prospect’s best interest.
What determines your success in sales isn’t the power of your product or your presentation.
Success comes from how you handle the inevitable objections your prospects will raise.
Sales Objections Offer Feedback
Information about your prospect and their needs and attitudes is essential.
A sales objection is a valuable bit of feedback that tells you more about them.
For example, if a prospect says the price is too high or they don’t have the budget, this is data telling you that they don’t yet see the unique value of the product.
You can then work on explaining the value or asking questions to determine whether the product serves their needs.
Learn to Listen Well
Listen well to the prospects’ objections.
You may be tempted to jump in with a quick response, but resist the urge.
It’s essential that you understand what your prospect is saying and why they’re saying it.
Listen and repeat back to the prospect in your own words so that you understand.
Your prospect will also hear that you understand.
When they know you understand their objection, they will be more receptive to your answer.
If the atmosphere turns negative during a sales conversation, it’s almost impossible to recover.
Don’t get angry, frustrated, or defensive.
Get into a positive mindset before you meet the prospect.
Always reframe any negativity in positive terms.
For example, if your prospect thinks the product is expensive, reframe it as, “I need to drive home the product’s unique value.”
Focus on the Prospect’s Needs
Stay focused on the needs of the prospect.
It is your ability to meet their needs which determines whether or not you make the sale.
The first step is to understand these needs well.
Then discuss with your prospect whether your product is suitable to meet those needs.
If you’re focused on them in this way, you can understand and address their objections.
Prepare for Objections
Try to anticipate and prepare for the objections a prospect may have.
Start with a solid customer profile and make some informed assumptions about what they might say.
Prepare for common objections such as price, lack of trust, and lack of urgency.
As you go about having sales conversations, keep track of each objection raised and prepare for it the next time.
Better still, alter your product description to pre-empt the objection.
For example, if a common objection is that your product is too complicated, explain how it is very powerful yet simple to use.
A “No” Is Not a Rejection
A “No” is not a rejection of you.
It’s a learning opportunity.
Even if you walk away from the conversation without a sale, see what you can learn from the experience to refine and do better next time.
Remember that this is a conversation between you and the prospect to find the right solution to their problems.
Approach objections with a positive attitude and keep the common goal you share with your prospect in mind.
In my next article, I will explain how to turn sales objections into opportunities.