A sales objection is any barrier that prevents a prospective client from buying your products or services. It can be an excuse, a justification or an obstacle that leads a potential client to make the decision not to hire your company.
While it may require some extra steps, being able to identify and overcome the most common sales objections is crucial to growing your business. The good news is that once you create a process for identifying sales objections, you can duplicate it with every potential client in order to zero in on the biggest hurdles preventing him or her from hiring your company.
The Power of Listening
The first step in overcoming a sales objection is understanding where it is coming from. The best way to do this is simply by listening. You should listen to what the client is saying and what is not being said to get to the core of his or her objection.
Listen for signs of common sales objections so you can prepare an effective argument to refute those objections.
Ask the Right Questions
Along with listening, you should also ask questions that will get the client to open up about his or her concerns so you can address the issues head on. Here are some questions to work into your communication with the client:
- What is your biggest concern?
- Can you explain why this worries you?
- What would be the ideal outcome?
- What is your priority with this project?
- What are the primary factors in your decision?
Asking the right questions and listening to the answers can provide a wealth of information you can use to bolster your sales process not only for the current client you're working with, but also all future clients.
Use Data You Already Have
Your existing clients can provide a wealth of information when it comes to identifying sales objections and determining the best way to combat them. Even though your clients were not stopped by objections, they may have faced any number of them before hiring your company.
These unique experiences can offer you a wealth of knowledge that you can use in all of your future sales opportunities, so take the time to ask your existing clients questions and get feedback on the sales process that you can use in future sales meetings.