How to Consistently Get Around Sales ObjectionsMichael HalperFounder and CEOSalesScripter
What are Objections
I am busy right now.Who are you with?What is this in regards to?I am not interested.Just send me some information.We already use somebody.We are not looking to make a change right now.We do not have budget/money to spend.
Before we go any further, lets clearly discuss what objections are.
Objections are a prospects best weapon when they answer your cold call. They are statements or questions that the prospect will throw at you and they are like mini stops signs that the prospect will hold up. They use to try to take a control of the call and take it in a direction of their choosing. And if they begin to feel like you are selling something when they are not looking to buy, they will want try to end the call and will use objections to get there as soon as possible.
Now lets take a look at common objections and ones that you are just about guaranteed to run up against.
I am busy right now. Who are you with?What is this in regards to? I am not interested.Just send me some information.We already use somebody.We are not looking to make a change right now.We do not have any budge to spend.
Those are eight objections that consistently come up. You could maybe tweak those for your situation, and add a couple that are specific to your products, you would have a complete list of objections to be prepared for. As part of this training, we will explain these one at a time and show you how to get around them.
Why this Step is CriticalBad news:Face on just about every cold call and in a lot of sales meetings
Good news:There are only around 10 objections that we will consistently faceBy simply preparing for those, we can see an immediate improvement in performanceImprove mental fortitude
Before we get into the tactics, I want to just talk about why this is such an important area.
Spending some time in this area is critical to consistently being successful. And the more exciting way to put that, by spending some time in this area, you will see an immediate improvement in results and performance. Let me explain why.
First, there is some bad news and that is that you are likely to face some sort of objections on just about every call that you make. Either right when the prospect answers or after talking for a little while. If you are not prepared for those, you will likely struggle and have very inconsistent results.
The good new against that is that there are really only around 10 objections that you will consistently run up against. With that being such a low number, you can easily list those out and prepare responses ahead of time and then being armed with those ready when you pick up the phone, you will see a drastic improvement in performance.
One of the key things to be aware of here, is that cold calling can be very challenging mentally. You are calling a somewhat hostile environment by calling people that are not expecting your call and do not want to talk to you. With that you face objections and sometimes rejection. This can wear on a person mentally. But the great thing here is that by simply improving your ability to handle objections, you not only improve the calls that you make, but you feel better mentally by being more in control and more ready and that can help to improve your confidence and mental stamina and fortitude, and that can sometimes be the difference in being successful long-term.3
Objections Handling Options
Now that we know what objections to expect, what are our options when the come up?
Well, we have basically three primary options. We can comply with the objection, we can try to overcome the objection, or we can redirect the objection.
Lets go through each option in a little more detail.4
ComplyTo give in to the objection
Prospect: I am not interested Caller: OK, have a nice day.
Weakest response - only use as a last resort
At some point, we have to comply
Rule of thumb: Comply after two to three other attempts
To comply is basically to go along with and give in to the objection that the prospect is giving.
For example, if a prospect were to say, I am not interested, to respond by complying would be to say OK, have a nice day.
Obviously, this weakest response and option that you have. If you complied with every objection that you encountered, you would have minimal to no results. With that, only use the option of complying as a last resort.
And even though complying is the weakest response, at some point, you do need to comply. This is when there is either nothing you can do to get around it or change the prospects mind, or sometimes it may cause too much damage to persist forward without complying.
So how do you know when to comply? One rule of thumb is to try to deal with an objection another way two or three times. And if the objection is still there, go ahead and comply.
Overcome To deal with the objection head on
Goal is to defuse and resolve the objection
Downside to trying to overcome:Very challenging to change someones mindCan be time consuming Can give life to the objection
Looking at the option to try to overcome the objection, this is to face the objection head on and try to defuse it or change the prospects mind.
For example, if the prospect says I am not interested, to try to overcome this is to try to make the prospect interested, with something like OK, but we also have the auto tuning feature and we are the global leader doing this for 30 years. Basically trying to give more information in that example that changes the prospects mind to being interested.
The main thing about the option to overcome an objection is that there is a time and place for this approach. And a cold call is often not the best place to use this approach. There are some very clear reasons why and those are that to overcome an objection is to essentially change someones mind and that is a very difficult thing to do. Not only is that tough, but it is also time consuming, and a cold call really does not provide time and forum available to take that on. Lastly, when you taken on an objection, you bring attention to it, and this can give it more life and energy.
When you get to the meeting or appointment that is scheduled by the cold call, that is where you want to face and try to overcome objections, and some tactics to use are Isolate, then get to the root and Feel Felt Found. Even though cold calling might not be the best time to use those tactics, we will still talk about them here in a little more detail.6
RedirectTo redirect the objection into a related area
Prospect: I am not interested Caller: I understand. Do you mind if I ask what you are doing today in this area?
Goal of the redirect is to keep the conversation going without focusing on the objection itself
Tactics:Redirect qualifying questionsRedirect to value statementRedirect to pain points
The third objection handling option that we have and that is to redirect the objection to new, but related area.
For example, if the prospect says I am not interested. Redirecting the objection could be to say I understand. Do you mind if I ask what you are doing today in this area?
In that response, we are not directly focusing on and responding to the prospects point that they are not interested. And we are also not completely changing the subject and ignoring the objection. What we are doing is redirecting or deflecting by asking a question that keeps the conversation going into a new, yet still related area. In this example, the prospect may answer with what they are doing and then we can follow that with additional questions and we may end up getting far away from their original comment of not being interested. And the great thing about this, not only does this stand to keep the conversation going, but it also creates a scenario where you might obtain valuable information. Think about how valuable that is when executed properly, you go from a point where the call is about to end to one where the prospect is sharing information that you can use to begin to build your business case.
When thinking about how to respond to objections, there is one thing that we never want to lose sight of and that is that our primary goal for the cold call is to progress to some sort of formal discussion like a meeting, appointment, demo, or event likely on another day. And with that being the case, we dont want to spend time defusing objections. Instead, we want to focus on keeping calls going, and by redirecting to get around objections, we can improve our ability to keep calls going and get more meetings scheduled.
The tactics to use to redirect are basically redirecting by asking certain questions. These can vary depending on your situation, but if you follow along with our other training modules and use our call script methodology, then you likely have qualifying questions, a value statement, common pain points, and building interest points, and these are all good areas to redirect toward.
Early Sales Process Stages
Initial Contact(First time to speak)Cold CallInbound CallEmailEvent2 to 5 minutes80% on prospect20% on youFirst Conversation(Appointment/Meeting)Phone CallFace-to-FaceDiscovery20 to 30 minutes50% on prospect50% on youFirst Meeting(Presentation)DiscoveryPresentationDemonstration1 to 2 hours20% on prospect80% on youRedirectGoal is to get to the meetingTry to pre-qualify Redirect or OvercomeGoal is to get to a presentation Try to further qualifyOverco