Train Your Salespeople to Handle Objections Like a Pro
By Randy DeHaan
Ask any salesperson about the biggest challenge they face along the customer journey, and they’ll probably say “sales objections.” Every seller has lost a prospect due to a concern expressed about pricing or a product’s ability to solve a specific problem.
In hindsight, it’s easy to review these moments regretfully and wonder, “What if I had responded quicker?” or “What if I had found a way to get creative on pricing?” While frustrating, there are easy ways to enable your sales team to address sales objections.
Customer empathy and personalization have become fundamental aspects of the future of selling. Salespeople can memorize presentations, value propositions, pricing and common customer objections — customers who object to a pitch, however, often express a desire that sales reps employ a more personalized approach. Few buyers respond positively to generalized, catch-all answers: These indicate the rep hasn’t done their due diligence or spent time identifying the specific problems or goals the customer is facing.
Sellers might not always have rehearsed talking points into their responses, but they can (and should) prepare for those inevitable objections. We analyzed nearly 100,000 objection responses during calls and identified three best practices top sales reps always follow:
They answer prospects’ questions before asking their own.
They maintain the same speech rate before and after the objection.
They don’t delay, responding 50% faster than other sales reps.
These best practices, combined with confidence in your product and empathy for your customer, help address objections and close deals.
Answer Questions (Truthfully)
Sales reps should use an objection to start a conversation about the benefits of their product or service. They can explain long- and short-term gains, offering support materials or revising an offer to highlight its value.
Successful sales reps listen actively and respond quickly. They also give their customers space to express their concerns. One study revealed that top closers 69% of buyers cite listening as a priority in creating a positive sales experience.
Listening and ensuring buyers feel heard and understood is essential to any interaction. When a client raises a specific objection, sellers must both listen and offer actionable insight. They should use the moment to build trust with the buyer by acknowledging their concern’s validity. For example, if a prospect mentions a competitor’s significantly lower price, try responding through the old improv technique of a “yes, and…” statement: “Yes, our price is higher and we invest more in our usability and customer experience. Here’s a quick comparison.”
Additionally, avoid getting defensive when someone raises an objection that’s not completely accurate. Instead, leverage inaccuracies or concerns as an opportunity to gently move the conversation to your product’s true value.
Customer empathy and personalization have become fundamental aspects of the future of selling.
Maintain Confidence in Speech
Research shows that C-suite executives opt to join sales calls more often now than pre-pandemic. These leaders tend to raise more objections since they have higher-level concerns and different priorities. Because of their close familiarity with company finances, they are often more particular about cost or budget.
Don’t allow these factors to distract sales reps from communicating their product’s value. When a C-level executive raises an objection, keep your cool. Speak confidently and directly and monitor the speed of your speech. Talking fast communicates nervousness and can lead to over-explaining concepts to fill silences.
Short, concise and thoughtful answers will engage this audience. If your mind draws a blank, ask follow-up questions to encourage the buyer to elaborate on their concern. Take time to ask what you need to gain a full understanding of their concern and provide the best answer possible.
Need another strategy to use when buying time to respond? Give them a customer use case. Anyone can refute opinions about a product’s superiority or value, but no one can argue with testimonials and tangible data. Share stories of your current client’s successes to lead the conversation to a place where you can confidently share your knowledge about your product’s benefits.
Be Ready to Respond
Business to business (B2B) buyers spend, on average, only 24% of their buying time meeting with all potential suppliers. The remainder of this time is spent independently and digitally researching, gathering and assessing information to make an informed decision.
This may directly — or indirectly — lead to more sales objections. When qualified customers get on a call with you, they’re going to know their stuff. In fact, they may have already generated a list of objections. In today’s sales environment, you should consider it a win when a prospect leaves a meeting viewing you as a helpful, truthful guide to the market. Demonstrate your commitment to helping them find a solution and growing their confidence in your organization.
Listen carefully, project confidence and be prepared. By raising objections, prospects signal their genuine interest in and desire to learn more about your product. Active listening, responsiveness and the ability to counter their objections signal you know the right solutions to meet their needs.
By raising objections, prospects signal their genuine interest in and desire to learn more about your product.