How to Handle Objections: How to Approach Objections

View Objections as a Customer’s Need for Clarity

At their core, objections are not mere roadblocks; they are expressions of a customer’s need for clarity and understanding. When a customer raises an objection, such as questioning the price or expressing concerns about the product’s value, they are essentially seeking more information to make an informed decision. By recognizing this, we can shift our approach from one of overcoming objections to one of providing the necessary information and addressing the customer’s concerns.

Examples of Common Objections and Their Underlying Needs:

• Price Concerns: The customer needs reassurance about the value they are receiving for their investment.
• Product Features: The customer seeks more details about how the product meets their specific needs.
• Competitor Comparisons: The customer wants to understand how your offering stands out from others in the market.

View Objections as Opportunities

Objections can also present opportunities for closing the sale. If we skillfully address a customer’s objection, they may be more inclined to agree and move forward with the purchase. At this point, we can seize the opportunity to ask for the order directly, as the customer’s objection has been resolved, and they are in a state of agreement.

Turning Objections into Closing Opportunities:

• Acknowledge the Objection: Show empathy and validate the customer’s concern.
• Provide Clear Information: Address the objection with relevant facts and benefits.
• Ask for the Sale: Once the objection is resolved, confidently ask if the customer is ready to proceed.
  

   

Scenario: Selling a SaaS Product

Customer Objection: “Your software seems quite expensive compared to others we’ve looked at.”

1. Acknowledge the Objection:

   • Salesperson: “I understand that pricing is an important consideration for you. Thank you for bringing that up. It’s crucial to ensure that you’re getting the best value for your investment.”
     
     

2. Provide Clear Information:

   • Salesperson: “Our software might seem more expensive upfront, but it includes several features that are not available in other products. For example, we offer 24/7 customer support, regular updates, and comprehensive training resources. Additionally, our clients have reported a 20% increase in productivity after implementing our solution, which can lead to significant cost savings over time.”
     
     

3. Ask for the Sale:

   • Salesperson: “Given these benefits and the potential return on investment, do you feel more comfortable moving forward with our solution? If there are any other concerns, I’m here to address them.”

By acknowledging the objection, providing clear and relevant information, and confidently asking for the sale, the salesperson can effectively address the customer’s concerns and move the conversation towards a positive conclusio

Seek to Understand Before Being Understood

A fundamental principle when it comes to overcoming objections is to seek to understand before being understood. What we generally tend to do when facing an objection is interrupting our counterpart even before they finish speaking. In our mind, we have a fixed notion that our prospect is wrong, they don’t understand our point, and therefore we must enforce our view on them. This rarely leads to the desired outcome.

This concept, popularized by Stephen Covey, emphasizes the importance of actively listening to your customers’ objections and empathizing with their concerns. By truly understanding the root cause of their objections, you can provide more targeted and effective responses.

Steps to Seek Understanding:

• Active Listening: Focus entirely on what the customer is saying without planning your response.
• Ask Clarifying Questions: Ensure you fully understand their concern by asking follow-up questions.
• Reflect Back: Summarize their objection to confirm your understanding.

Embracing Objections with Confidence

When we embrace objections as a quest for more information, we can approach them with confidence rather than apprehension. We understand that objections are not personal attacks or indications of dislike; they are simply expressions of a customer’s need for clarity. By being prepared and skilled in addressing objections, we can navigate the sales process more smoothly and increase our chances of success.

Tips for Confidently Handling Objections:

• Preparation: Anticipate common objections and prepare well-thought-out responses.
• Stay Calm: Maintain a composed demeanor and respond with patience and professionalism.
• Use Positive Language: Frame your responses in a way that emphasizes benefits and solutions.

Final Thoughts:

• Empathy Over Combativeness: Approach objections with empathy and a desire to help, not to win an argument.
• Education and Clarity: Use objections as a chance to educate your customer and provide the clarity they need.
• Build Trust: Addressing objections effectively builds trust and strengthens your relationship with the customer.

Conclusion

Objections are an integral part of the sales process, and by reframing our understanding of them, we can turn them into opportunities for building trust and providing valuable information to our customers. By anticipating objections, preparing skilled responses, and embracing objections as a quest for more information, we can approach the sales process with confidence and increase our chances of success. By mastering the art of handling objections, you can transform challenges into opportunities for deeper customer engagement and higher sales success.