Use This Example To Nip Early Sales Objections In The Bud

Written by Sean McPheat | Linkedin thumb

30 June, 2016

man stopWe are all used to the prospect coming up with some kind of doubt about your claims on the validity of your product, or looking for discounts on your services when you have spent a lot of time discussing them.

Maybe the value hasn’t been built up yet, or they simply can’t believe your product is that good.

These are situations we are well aware of and we have learned how to work with the prospect to build that value or offer further proof about our claims.

But what if the objection comes up very early in the discussion, before you’ve had a chance to present or prove anything?

Should you work with them to overcome the objection immediately? Or should you try to do something else?

Here’s an example of what might happen in a normal discussion:

Prospect: I’ve done some research on your products and I’ve seen they are about 10-15% higher in price than what I am currently using, so unless you can offer that kind of discount and more, there’s no point in continuing?

Salesperson: Are you talking about our premium range?

Prospect: Yes, I have research your whole range and you’ve got to beat those prices before I even start thinking about your products.

Salesperson: OK, I’m sure we can sort something out with you. Let me check how many you wish to order and then I can see what kind of discount we can offer

Did you see how the salesperson got suckered into the discount question very early in the conversation, and allowed the objection to become the focal point of the discussion?

The challenge with this is that the buyer immediately holds all the aces and has full control of the direction the discussions will be going.

You don’t know if the customer’s claim is valid and yet you’ve acted as if the figures are genuine and matter the most to them.

Instead, you might try something like this:

Prospect: I’ve done some research on your products and I’ve seen they are about 10-15% higher in price than what I am currently using, so unless you can offer that kind of discount and more, there’s no point in continuing?

Salesperson: So, am I right in saying that price is the main criteria against which you will be making a decision, or are there other benchmarks you may be gauging your decision against?

Prospect: Well, price is one of them, but I must be sure your products are up to the job as well.

Salesperson: OK, Let’s see what we can do. Let’s discuss your needs first and highlight what products would be best for you. I’m pleased you’ve done your research, because that means you are serious about what you want. I’ll make sure we discuss the prices and make them competitive, but I want to know that I’m presenting options that are right for your business first. So is it OK for us to go through your needs first?

Here, you notice that the salesperson has clarified what is most important to the buyer before discussing anything.

When he saw that there were more criteria that was in the melting pot, the salesperson said that he would cover those and check against what the needs were of the customer before progressing.

Here’s a quick checklist to help you deal with objections that come up too early:

  • Resist the temptation to deal with an objection when you haven’t had chance to build up your value
  • Find out if the objection covers the most important areas for the prospect
  • Tell the prospect that it’s obviously important that his concerns are covered during the discussion, and that you will do that
  • Don’t let the objection stop you in your tracks. Start by finding out what the prospect’s needs are and then build on them, remembering to bring up the objection later on when you’ve covered that subject
  • Remember that every objection is a sign that value hasn’t been built up in the solution, so ensure you cover the value of every benefit your products and services offer.

Don’t try to deal with every objection as soon as it comes up.

You may find that part of your discussions will cover what the concern is anyway, so wait for that opportunity and make sure you help the prospect see your answers covers the objection.

Happy selling!

Sean McPheat

Managing Director

MTD Sales Training | Sales Blog | Image courtesy of Big Stock Photo

450 sales questions free report