Overcoming Objections In Sales – A Step By Step Guide
Overcoming objections in sales conversations is a very important part of the sales process, and something you’re most likely to come across – even when your potential client is eager to buy.
So how should you go about overcoming objections in sales?
In this article, we’ll explore the five-step approach we teach Sales Professionals and Business Owners, but before we do – we’ll also look at where sales objections come from.
Where Do Areas Of Concern Come From?
Sales objections generally come from one of two places.
A lack of trust.
And a lack of commitment and desire for change.
It’s a lot easier overcoming objections in sales conversations when you have established that they do in fact have a desire for change, and that they trust that you and your business can help get them there.
So how do you establish trust and desire?
Read on as we’ll detail how to do both.
How Do You Establish Trust & Desire?
Overcoming objections in sales starts early in the sales process, as well as during your sales conversations; specifically, when you’re asking your sales interview questions.
The first thing required prior to starting your sales conversations, is to find out whether or not they qualify for your offer.
BANT stands for:
If there is a lack of time frame or need, then you’re not going to have much desire; which will make overcoming objections in sales conversations difficult.
Secondly, you establish desire by asking deep diving and probing sales questions, which unlock the pain and desire about what it will mean when they find a solution for their problems.
The more pain you uncover, the more desire you’ll establish to find a solution.
Trust is built by building a deep rapport with your clients, and by asking well timed questions that display empathy, understanding, and that you’re there to solve their problems – rather than make a quick sale.
Related article: How To Overcome The Two Main Sales Objections In Two Minutes
Many Sales Professionals use the wrong approach when selling.
- They build some rapport
- The presentation or pitch then starts
- They then ask if there are any questions
- Objections handling, and asking for the sale
This model is not only backwards but is also very commonplace.
Fortunately for you; you’ve found this blog post, so you can prevent making the same mistake your competition is making.
We call this outdated model Premature Presentation; and it is massively costing you sales.
You should never present an idea, without completely learning what it is the potential client wants to solve.
To learn more about presenting correctly, check out the related article below.
Related article: 10 x Effective Sales presentation Tips You Need To Use
Overcoming Objections In Sales – A Step By Step Guide
Now we’ll look at overcoming objections in sales, by dissecting the process in five easy steps:
Overcoming Objections In Sales Step #1 – Listen Carefully
The first step when overcoming objections in sales conversations, is listening very carefully to their sales objection or area of concern.
Does the sales objection sound like they have a lack of trust, or a lack of desire?
It’s very important when overcoming objections in sales conversations, that you listen intently and don’t interrupt when they’re speaking about their area of concern.
Most of the time; the objection is coming up because subconsciously – if they’re going to buy, it will mean change.
People generally don’t like change and can associate change with pain.
Overcoming Objections In Sales Step #2 – Repeat Back And Ask Them To Expand
The next step when overcoming objections in sales conversations, is in two parts.
Firstly, you want to show empathy, and that you’re not being combative; this will only break rapport.
You show empathy by demonstrating that you truly care about what it is they’re asking, by repeating back what they’ve told you in dot form if need be.
The second part is asking them to expand on it further.
This is very important, because if you make assumptions and try to handle the objection based on something they’re not concerned about, not only will you break rapport – but you will lose the sale.
By asking them to expand on it further, you’ll find overcoming objections in sales conversations will become easier, because a lot of the time here; they’ll realise that their concern isn’t really a true concern.
It’s most probably fear of change.
However – we want to ensure it’s completely diffused before proceeding.
Overcoming Objections In Sales Step #3 – Validate The Objection
The next step when overcoming objections in sales conversations, is validating their area of concern.
This may come as a bit of a surprise to you; however as previously mentioned, we want to maintain rapport, and position ourselves as a partner for their solution, not someone on a different path or mindset.
Validate their area of concern by letting them know that you understand where they’re coming from, that’s it’s a normal area of concern.
You’ll notice I haven’t given you a sales script here, because we believe sales scripts don’t work. Instead, use a structure like what we’re outlining in this article.
Here is where you can now ask “If we could handle that area of concern, would you be happy to proceed?”.
You don’t have to ask this exact question, as your question type may change from time to time depending on whom you’re speaking with; however, you want to identify here whether this is their real area of concern, or if they have other sales objections.
Overcoming Objections In Sales Step #4 – Re-Frame
The next part when handling objections in sales conversations, is your re-frame.
If you’re able to handle the sales objection by clarifying something, giving them what they want, or perhaps alleviating their area of concern (price instalments, longer warranty, training after purchase etc), then do so there and then.
If you need permission, let them know and be transparent. However before leaving the conversation, clarify that if you are able to handle the sales objection, that they would be ready to invest/ buy.
The re-frame means turning the problem potentially into a solution.
You want to change the way they’re looking at it, by solving the issue they may have with a potential solution you can offer to alleviate the sales objection.
Overcoming Objections In Sales Step #5 – Confirmation
The last stage when handling objections in sales conversations, is confirming that they’re satisfied with your solution to their area of concern.
Ask your potential client if they’re happy with the solution, and work with them to completely ensure that they have no other issues.
This is important, because you want to close out any other areas of concern before proceeding to asking them your closing questions.
When you’re getting a yes, ensure that is isn’t shaky or that they’re still on the fence. It’s critical here that they’re 100% committed, so that you can ask for the sale.
Overcoming objections in sales conversations is an integral and vital part of the sales process, and one that you should thoroughly know how to handle.
This guide will help you with this and give you the framework to use to handle them a lot easier.
If you’re interested in learning how to do this in more depth, as well as become a mater in every other aspect of your sales process, check out The 5% Sales Blueprint here.