How to Handle Sales Objections
Reading Time: ~3 Mins | Written By: Sydney Vardja
Getting rejected is a difficult part of working in the sales industry. You prepare your pitch, you sell like Joe Girard, and then get shut down. Objections can be seriously discouraging, but they’re inevitable, which means the best way to prepare for them is to understand how to handle them.
Here are Shane Gibson’s 7 winning objection handling strategies.
1. Find the real objection
In many cases, the first reason you get behind an objection isn’t the real reason at all. These types of objections usually fall under three categories: excuses, smoke screens, and unidentified objections.
Excuses: Client is often trying to slow down the sales process. To handle this, keep eye contact, ask questions, and use silences and pauses. You can kindly repeat their answer or objection and pause. But never corner or question their honesty.
Smoke screen: Client giving one objection to cover up for the real objection. They might say they don’t have the training capacity for a new software, but the real reason is a lack of available funding, which you picked up on earlier in the conversation. Kindly reaffirm their reason, and ask if there is anything else that is of concern to them.
An unidentified objection: Happens when a client is anxious or doesn't want to move forward, but hasn't been able to put their finger on why. Here you want to take the position of a helper. Help them explore in a sincere way.
2. Don’t overreact
Overreacting to a sales objection is a sure way to push the client further away. Handle the objection using these four tips:
Avoid defensiveness.
Remain calm, count to 10 if needed.
Ask the client to expand on why they feel a certain way.
Check your own body language, facial expressions, and tone of voice. These signals are more damaging than words.
3. Confirm the objection
There are three main reasons why you need to confirm the objection where possible: 1) Lets the clients know you have heard them; 2) Ensures absolute clarity on what the objection is; and 3) You don’t handle the wrong objection.
Tips to confirm an objection:
Let the customer finish talking.
Give verbal feedback to show you have been listening, and confirm you fully understand their situation or position.
4. Don’t argue
Key tricks to avoid arguments:
Listen more than you talk.
Disarm with validation.
Listen to understand, then respond.
Utilize valid facts and data (3rd party).
“Stock pile” of resource material to support your point of view.
5. Handle at the right time
When to handle it now:
When it clears the way to complete the interview or presentation.
When you know that a key decision maker won’t listen unless a question or objection is handled immediately.
If it is an objection that is quick and easy to handle.
If someone insists that you handle a question or their body language indicates they have shut down.
When to handle it later:
When the issues are small and could bog down the presentation.
When the objection could be handled at a later stage and handling it immediately could weaken the presentation.
6. Respond with a sales point
Many objections are disguised opportunities to respond with a sales point. Responding with a sales point will neutralize the objection, and move the situation to the positive side of the sales process ledger.
7. Categorize and handle
Understanding the six categories of objections and the standard way of handling objections in that category will help you save time, energy, and brainpower.
Misunderstanding or confusion
Skepticism
Hidden or false
Genuine
Lack of interest
Lack of sales ability
