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A sales objection is an explicit expression by a buyer that a barrier exists between the current situation and what needs to be satisfied before buying from you.
In other words, it's a clear signal that you have more work to do in the selling process.
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Sales objections often signal that you havenât made the value proposition case to the buyer as powerfully as possible.
While these common sales objections might seem like steep hills to overcome, donât despair: an objection indicates that the buyer is engaged, which sure beats apathy.
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Your first reaction when you hear an objection may be to jump right in and respond immediately. Resist this temptation.
âŻInstead:
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Many objections hide underlying issues that the buyer can't or isn't ready to articulate. Often the true issue isn't what the buyer first tells you. It's your job to get to the heart of the objectionâto fully understand it and its true source.
To do this, ask permission from the buyer to understand and explore the issue. From there, restate the concern as you understand it. Sometimes when you restate the objection, the buyer sees the issue more fully, and you get closer to the true source of the objection as a result.
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After you're confident you'veâŻuncovered all objections, address the most important objection first. Once you work through the greatest barrier to moving forward, other concerns may no longer matter as much to the buyer.
You should do your best to resolve their issue right away if possible. The more effectively you can resolve issues in real time, the greater chance you have of moving the sale forward. If you need more information to resolve a specific concern, you may have to look something up or investigate further.
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Once you'veâŻresponded to the buyer's objections, check if you've satisfied all of their concerns. Just because they nodded during your response doesn't mean they agreed with everything you said. Ask if the buyer is happy with your solution and explain your solution further if necessary. Sometimes you need to go through a process to overcome sales objections, rather than a quick answer or a-ha moment.
If the buyer isn't ready, don't try to force a commitment. Be sure not to accept a lukewarm "yes" for an answer though, either.
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As much as you might like to respond, âYou get what you pay for,â or, âThose are our fees and weâre worth every penny,â donât. There's no glib, pat answer to money objections.
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Price is often a âred herringâ objection. Work to uncover the real objection. (Refer to the 6 types of money objections below.) Ask questions.
Find out if money is really the issue with one simple question: âIf money wasnât an object, what then?â This will usually lead you to the root objection to the sale.
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Communicate a clear picture of the value of the solution you established in the selling process. The right buyer can usually âfindâ the money if the value is too strong to pass upâif the solution youâve proposed answers their needs especially well.
Most times when buyers say, âYour price is too high,â what theyâre really saying is, âI don't see the value of your solution.â
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Review the component parts of the solution. This may lead to either a reduction in scope or having the buyer realize the whole package is the best solution.
Youâll end up going down a slippery slope if you start justifying your price by what your costs are.
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If youâre willing to simply drop your price, youâre telling buyers this is the way you operate. Instead, explore new possibilities, change scope, or make a trade that could change the price.
An arbitrary price reduction can sow mistrust and set the precedent for lower prices for as long as you work with that buyer. Always trade for value.
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Don't appear to look upward for guidance at your organization, even if you might have to.
You may be dealing with the wrong buyer who isn't high enough in the organization or isn't the economic decision-maker. Money is certainly an objection for them because they can't pull the trigger even if they wanted to.
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What the buyer says: âWow, thatâs a lot. Can we do it for less?â
What it means: This comes from the buyer who always asks for a price reduction because itâs worked in the past. Their philosophy is that it canât hurt to ask.
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What the buyer says:Â âOh, I donât have the money. Weâll need to do it for less.â
What it means:Â The buyer has the money, but doesnât want you to know that. Itâs a ploy to see how low youâll go.
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What the buyer says:Â âIt costs too much. Money is going to be a problem.â
What it means:Â The buyer doesnât see the value your solution delivers. Perhaps they canât justify spending more than they did previously.
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What the buyer says: âItâs not in the budget.â
What it means:
(a) Itâs true, and theyâd like to see what can be worked out.
(b) Itâs true, and theyâre using that as a bargaining chip.
(c) Itâs not true, and theyâre just saying it.
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What the buyer says:Â âWe received other proposals and your price is the highest.â
What it means:
(a) Itâs true, and theyâre using that as a bargaining chip.
(b) Itâs not true, or at least not the whole truth.
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What the buyers says:Â âToo much money. Call me back if you can go lower.â
What it means:
(a) Itâs a bluff, they assume youâll come back with a lower price.
(b) Itâs not a bluff, they hope youâll lower price to do business.
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When faced with sales objections, don't lose sight of your end goal: overcome the sales objection and make advances towards gaining commitment from the buyer.
In a transactional sale, sellers are taught to overcome objections at all costs. This doesn't work for more complex sales. If you just plough through the objection without addressing it fully, the underlying reason for the objection will usually come back to haunt you.
Remember, you have to work with these people once you're done selling to them!
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Objections have merit: they're often a sign that something else is going on. Your purpose is to understand the objection fully, isolate it, and respond to it appropriatelyânot necessarily rebut, counter, and argue. You may need to build a case for overcoming an objection instead of answering quickly on the fly.
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CURATOR'S NOTE
Turning a No Into a Yes
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Learn more about marketingandsales with this collection
Effective communication
Persuasion techniques
Closing a sale
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