Sales objections are a natural and expected part of the sales process and methodologies. They occur when a prospective customer raises a concern or question about your proposed product or service.
Having the right responses and answers to sales objections is critical for salespeople to move deals forward and close sales.
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This guide will provide an overview of sales objections and answers, discuss their importance and value in the workplace, and offer tips on how salespeople can get better at recognizing and responding to objections effectively.
Definitions
Sales objection is a reason a prospective customer gives why they cannot or will not purchase a product or service.
Sales response – The reply a salesperson gives to overcome an objection and move the sale forward.
Background on Sales Objections and Answers
Sales objections allow customers to voice their concerns and questions.
They are an opportunity for salespeople to clarify and reassure the customer and highlight the value of what they are selling.
Having thoughtful and strategic responses to objections is key for advancing deals.
There are five main components of sales objections:
1. The Objection Itself
This is the actual reason the prospect gives for their hesitation or refusal to buy. Examples:
- “It’s too expensive.”
- “I’m not the decision maker.”
- “I don’t understand how it works.”
2. The Objection Type
Categorizing the objection helps determine the appropriate response. Common types include:
- Price objection – Concerns about cost.
- Authority objection – Not being the decision maker.
- Time objection – Not wanting to commit more time.
3. The Reason Behind the Objection
Understanding the root of the concern allows you to address it directly. A price objection may be because the value isn’t clear.
4. A Pause
Don’t respond immediately. Take a moment to consider the objection and the appropriate reply.
5. The Response
With the reason identified, provide a thoughtful response and offer a solution.
Reducing Sales Objections
Salespeople can reduce the number of objections by:
- Asking discovery questions early to uncover concerns.
- Establishing value and ROI upfront.
- Addressing objections proactively in presentations.
- Building trust and rapport with the prospect.
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Recognizing When Sales Responses Are Required
Watch for verbal and non-verbal buying signals that indicate an objection:
- “I’m not sure…”.
- “That won’t work because…”.
- Frowning or crossed arms.
- Lack of enthusiasm.
When you notice these signs, it’s time to respond.
The Value of Sales Objections and Answers
Handling objections properly provides advantages:
Benefits:
- Keeps deals moving.
- Reassures the prospect.
- Positions you as an expert.
- Builds trust and credibility.
Features:
- It allows you to clarify misconceptions.
- It enables you to highlight value.
- It provides an opportunity to listen.
- It lets you further qualify the prospect.
Tips for Applying Sales Objections and Answers
Here are 5 tips for correctly leveraging sales objections and answers over the phone:
1. Listen carefully to the objection. Let the prospect finish explaining their concern before responding.
2. Repeat the objection back. This shows you understand and gives you a moment to prepare your reply.
3. Answer the objection directly. Your response should match the concern raised.
4. Provide evidence. Share stats, facts, and examples to back up your response.
5. Confirm their understanding. Ask a question to ensure you resolve their objection.
How to Get Started with Sales Objections and Answers
Follow these five steps:
Step 1: Identify common objections to your product/service.
Step 2: Categorize objection types like price, authority, etc.
Step 3: Determine appropriate responses to each objection type.
Step 4: Practice responding to objections frequently.
Step 5: Track successes and refine reactions over time.
Here are 20 common sales objections and appropriate responses:
- It’s too expensive – I understand your concern about the price. The upfront investment is well worth considering the long-term value this will provide your business in terms of time and money saved. We can also explore flexible payment options to make this work within your budget.
- We’re happy with our current solution – That’s great to hear you’re satisfied right now. As you continue growing though, I’m confident our solution can provide better scalability, integration, and analytics. Shall we discuss where we see potential gaps with your current provider?
- We don’t have the budget – I appreciate you being upfront about budget constraints. Would focusing on just the core modules make sense for now within your current budget? We can always scale up as budget frees up down the road.
- It seems too complex – I understand the concern. Our platform is designed to be user-friendly and our onboarding equips you with all the training and resources needed to get up to speed quickly. I’ll also be available for ongoing support.
- I need to think about it – Of course, this is an important decision, and I want you to feel 100% comfortable moving forward. Is there any additional information I can provide now to help you come to a decision? If not, let’s schedule a follow up call to continue the discussion.
- We need to get other stakeholders/departments involved – Absolutely, including key decision makers early in the process is critical. I’d be happy to meet with anyone you feel should be involved and provide an overview customized to their needs.
- I’m not the decision maker – No problem. I’d be happy to explain how we can add value, and then we can determine who the best decision maker would be for further discussions. Are there any concerns you could share to pass along?
- I don’t understand how it works – Let me clarify and provide more detail on the functionality and features. We also offer demos and free trials so you can actually experience the platform firsthand before making any commitment.
- We already have a solution in place – What you currently have may serve some of your needs just fine. I’d love to learn more about your existing setup and then identify potential gaps where we could complement your technology stack.
- We don’t need this right now – You may be in a comfortable place at the moment, but as you look to the future, how do you see needs evolving? Getting ahead of growth, competition, and technology shifts is ideal. Shall we explore how we can support your strategic plans?
- Your competitor offers this cheaper – Our platforms are similar but differ in key ways. The investment reflects our robust feature set, stellar service, and the value customers gain from boosting productivity and revenue. Let’s discuss where we excel beyond basic functionality.
- Your solution seems risky – Moving to any new system requires change, so I appreciate that concern. Our process ensures a smooth transition with extensive planning, training, and testing. We also provide full post-launch support to optimize adoption and ROI. Does this help ease the risk factor?
- We had a bad experience with your company/product – Thank you for that candid feedback. While I can’t change the past, I can offer my commitment to delivering a fantastic experience this time. My goal is your complete satisfaction. How can I help rebuild trust in our business?
- The timing isn’t right – Let’s explore what needs to line up for the timing to be right. I can then see how we may be able to accommodate that. Perhaps we just table this for a set period and reevaluate. Shall we connect in __ months to discuss again?
- We need to focus on other priorities right now – What are the top 1-2 priorities needing your attention? Perhaps we can start small in a way that doesn’t distract from those. I want to be respectful of your time while still providing value. Where could we get started?
- We want to think through this internally first—no problem; thinking through a purchase like this is smart. Can I share some resources to support your internal discussions? Perhaps an overview document or trial access? I’m happy to equip you with what you need.
- We want to look at other options, too – Of course, taking time to research providers is important, and I recommend you do so. Based on what we’ve discussed about your needs, we are uniquely suited to deliver precisely what you’re looking for. I’m confident no other option will compare after you complete your process.
- We don’t see this as a priority right now – Help me understand what objectives are currently higher on your priority list. There may be ways we can support those priorities that you haven’t considered. Perhaps we can start small in a way that provides value without being resource-intensive right now.
- We had a bad experience with your sales rep – Thank you for sharing that with me directly. I take feedback about poor service seriously and assure you that I am committed to an excellent client experience. My goal is your complete satisfaction. How can I help rebuild trust?
- We’re not interested – I appreciate you letting me know directly. Is there anything about our offering that doesn’t align with your needs? I want to make sure I capture your feedback. Please let me know if anything changes or if there’s an opportunity to provide value in the future.
Conclusion
Handling sales objections and having strong answers is a critical skill for salespeople. Preparation, practice, and experience in responding to concerns will lead to more closed deals.
Objections allow you to have a dialogue to understand the customer, tailor your solution, and earn their trust. With the right techniques, salespeople can leverage objections effectively.
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With over 30 years of experience in training and development, I am the founder of Oak Innovation, a company dedicated to empowering training professionals with high-quality, editable course materials. I hold a Bachelor’s and Master’s degree from University College Cork and have furthered my expertise with qualifications in Professional Development and Training from University College Galway. Since founding Oak Innovation in 1995, I have focused on helping busy training professionals and business managers enhance their courses efficiently by providing them with instant access to customizable training materials. Our training solutions have been trusted by leading organizations such as Apple, Time Warner, and Harvard University, reflecting our commitment to excellence.
