How to Overcome Objections

How to Overcome Objections

"Everyone has a plan until they get punched in the mouth"

Overcoming objections is never easy – they are often not quite as simple as they seem.

This is a perennial problem for all salespeople. The problem is that objections come in all shapes and sizes, you need to take a step back and think “Why did I not spot that coming?”

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This guide will help you navigate and address each objection as it comes up (be sure to download the objections list & workbook below)

1.

How often do they come up really?

When salespeople talk, they tend to over emphasise objections – partly because it ‘rankles’ that they couldn’t overcome them

Are there lots or basically the same ones in different phrasing?

2.

Do the same ones keep coming up?

If this is the case, there are 2 things to ask yourself…
Why didn’t you plan to deal with it in your story or is it that the buyer just doesn’t want to say “yes”?

Why didn’t you anticipate it and deal with it in the sales story?

  • Is it that you have a poor structured selling story? 
  • Poor presentation?
  • Lack of a clear summary of the benefits?
  • Poor questioning to fully understand or build the needs of the buyer?

This is a simple fix, and it is up to YOU to fix it NOW!

The buyer just doesn’t want to say “yes”?

  • Some objections can be tactical … no real basis.
  • Sometimes individuals may only want reassurance.
  • Sometimes it may be a misunderstanding.
  • It is easier for a buyer to say “no” than “yes”, if they say no to your offer, nothing changes – they don’t have to explain their actions to anyone, they don’t have to make space on their shelves, they don’t have to invest their hard-earned cash and ‘pray’ that the order arrives safely, and some customer buys it… it’s just easier to say, “no thanks”.

Once again, this is a simple fix

You need to spend more time understanding the buyer, what the real issue is, the decision-making process and any personal risk the buyer might perceive and explain how this will not happen – once this is done incorporate these into the selling story.

Plan to deal with them, practice dealing with them, then close the sale.

3.

Regularly hit with objections? 

If you are getting hit with objections regularly, you need to ask yourself…

  • What am I doing wrong? 
  • Do they fit into the categories above? 
  • Are they different?

Here is a simple process - to plan to overcome objections:

In Column 1: Write down the objections you are hearing or ‘fearing’.

In Column 2: Write down potential answers – some might be flippant or even brusque – but many you will be able to adapt to be great responses to take the sting out of the objection. Do not stop at 1 or 2 responses – go for 5 or 10 – work with a colleague or friend to build your repertoire. 

Part of the Skill for dealing with Objections is being able to recall the right response under the instant pressure of the objection – it is ONLY by practicing the responses that they will become immediately available within the conversation – practice eases recall under pressure.
Also remember SLIPPER as a technique to deal with objections [here]

4.

50 objections sorted by theme

To help you prepare, we have compiled a list of 50 possible objections and responses.
The answers are designed to cover a multitude of sales, brands, and route to market – see if you can adapt any to fit your own needs.

There is a blank "Overcoming Objections Worksheet" at the end for you to print and use in your own role.

Download the Overcoming Objections Worksheet

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