Sales objections are opportunities, not roadblocks. Whether you’re in sales or in a leadership position (where you’re selling a new idea, an approach to solving a problem, or a process change), they indicate engagement and give you valuable insights into your customer’s (or employees’) needs and concerns. Here are a few tips to help you navigate objections effectively:
1. Listen Actively & Empathize (The A.U.R. Approach):
Recently I posed the following question on LinkedIn:
Sales objections are an inevitable part of the sales process (and being a leader of any sort – you may not be selling a product or service, but you sell a new idea, an approach to solving a problem, or a process change). How do you most effectively handle them to keep the conversation moving forward and close the deal?
Everyone voted for Acknowledge, Understand, Emphasize:
- Acknowledge: Let the customer finish speaking without interrupting. Nod, make eye contact, and use verbal cues like “I understand” or “Okay.”
- Understand: Don’t assume. Ask clarifying questions to dig deeper into the root of their objection. For example: “Could you tell me more about your concern with [specific point]?” or “What makes you feel that way?”
- Empathize: Show you’ve heard and understood their perspective. Use phrases like, “I can see why you might feel that way,” or “That’s a valid concern.” This builds rapport and trust.
2. Isolate the Objection (Root Cause Analysis):
- Before you jump to a solution, make sure you’re addressing the actual objection. Sometimes a stated objection is just a surface-level concern.
- Ask questions like: “Is there anything else holding you back?” or “If we could address [this specific objection], would you be ready to move forward?” This helps uncover hidden objections.
3. Address & Respond Strategically:
- Reframe: Turn a negative into a positive. “While our solution might seem like a higher upfront investment, it significantly reduces your long-term operational costs.”
- Provide Proof: Back up your claims with data, case studies, testimonials, or success stories from similar clients. “Many of our clients initially had that same concern, but found that [benefit] far outweighed it, like Company X, who saw a 20% increase in efficiency.”
- Offer a Concession (If Appropriate): If there’s some flexibility, consider offering a minor adjustment or an alternative that addresses their concern without undermining your core offering. This shows you’re willing to work with them.
- Postpone (Carefully): If the objection is premature (e.g., about price before value is established), you can politely say, “That’s an excellent question, and I’ll definitely cover our pricing shortly. First, I’d like to show you how our solution addresses [their key pain point].”
4. Confirm & Move Forward:
After addressing the objection, always confirm that you’ve satisfied their concern. “Does that make sense?” or “Does that address your concern about [the objection]?”
Once confirmed, transition smoothly back to your pitch or move towards the next step in the sales process (e.g., a demo, a proposal, or closing). “Great! Now that we’ve cleared that up, let’s look at…”
Donna Schilder