Sales is not an easy job, and one of the main reasons why is because objections are difficult to combat. Deftly handling objections in sales is what separates the best salespeople from the good ones. The great news is that you can learn how to overcome sales objections by learning objection handling techniques and the most common sales objections and answers. Our tips for handling objections will make the sales process easier and boost your conversion rate at the same time.
Sell the Result, Not the Product
Potential customers don’t really care about your product itself, but they do care about what it can do for them. They want to know how your product or service is going to make their life easier and solve a pain point they have. One of the most common objections is that they don’t need your product, so prevent that objection altogether by selling the result rather than the product. By demonstrating value to your customers, you’ll sell them on need and can worry about the details later.
Offer Different Cost Structures
Certainly, every single salesperson on the planet has heard the objection that their customer can’t afford their product. This is likely the single most common objection they hear. Fortunately, overcoming this objection is as simple as making it affordable for your customers. Break up payments in smaller installments, offer “lite” versions of your product, provide discounts for long-term commitments, or offer your solution in parts so a customer can pick and choose which ones they can afford.
Additionally, break down how much your product will actually cost when savings from the solution are factored in. For instance, if your solution saves your customer 10 hours a week in manual labor, show them what they’re actually paying for the product after they save what they would have paid labor costs. Extrapolate these numbers on an annual basis or even further if necessary to illustrate how much the product will eventually cost.
Sell to the Right Person
Many times, the person you’re giving your pitch to isn’t the person who has the authority to purchase your product. While getting your foot in the door is important by making a sales appointment with anyone in the company, giving your pitch to the right people is even more vital. When you make your appointment, ask that everyone affected by the pain point you’re solving attends. While this may not always be possible, you need to have at least one person in the room whose job is positively impacted by your product. That person can be an influencer to the decision-makers and champion your product on your behalf.
Earn Trust Quickly
Customers need to trust their vendors and they usually make up their mind on trustworthiness within a short period of time. You can earn their trust quickly by truly listening to their pain points and needs without interrupting about how your product can help. There will be plenty of time for you to demonstrate the ways in which your product can solve their pain points after you earn their trust. The key here is to build a long-term relationship with your customers and not just be a point-of-sale contact.
You’re going to hear every objection in the book when you’re a salesperson, so the best way to overcome them is to be prepared for them. Knowing the most common objections and honing your sales pitch to address them before they ever come up is the key to converting more sales.