Sales objections can be hard to hear after investing time and effort with a prospect. You may question your approach or worry you’ll lose credibility if you don’t answer perfectly. While sales objections can be nerve-wracking, you can make these conversations less stressful by anticipating how the prospect might object.
What objections might you face? According to writer Mark Burdon, most objections stem from a lack of some kind, whether it’s budget, trust, need or urgency. However, he says many of these “lacks” are often misplaced, and if you know what you’re doing, you can usually find ways around them.
In this issue of PromoPro Daily, we share Burdon’s thoughts on 4 common sales objections and how to respond to them.
1. Lack of budget. Hearing “it’s too expensive” is one of the most common sales objections. Burdon says this is because all purchases come with some level of financial risk. When you hear a price-based objection, always aim to show the value of your promo solution. This, Burdon says, turns the conversation into one about risk vs. reward. When you paint a picture of where your solution will take them, they can be convinced the reward is enough to justify the risk.
2. Lack of trust. Prospects have heard of your company in inbound sales conversations, but not all sales discussions are inbound conversations. That’s why if you hear, “I’ve never heard of your company,” you should be prepared. Burdon recommends doubling down on the value you provide with your elevator pitch. Emphasize your authority your company has in the promo industry and share case studies to gain credibility.
3. Lack of need. What if the prospect says, “I don’t see how this can help me?” Burdon says you might think this is an objection, but it’s really an invitation to talk. He advises using open-ended and layered questions to qualify the prospect and evaluate their needs.
4. Lack of urgency. If the prospect says, “[X problem] isn’t important for me right now,” ask them to elaborate. They could be brushing you off or they may have more pressing issues on their plate. He advises listening closely to determine if their response involves concrete timing issues or vague excuses. If they can’t justify inaction on a real pain point, you may have an opening, Burdon says.
Objections are a normal part of the sales process. If a prospect raises an objection, it means they’re engaged and considering your promo solution. Whether it comes down to budget, trust, need or urgency, consider objections as opportunities to show your promo expertise, build trust and move the discussion forward.
Compiled by Audrey Sellers
Source: Mark Burdon is a B2B content specialist who contributes to the HubSpot Sales Blog.
