Why an Objection is a Good Sign

Objections during the sale are inevitable. Every sales person will have to overcome them at some point in their career. Your job, as the sales professional, is to not only overcome each objection, but also use them to your advantage. It would help to start with defining what an objection is.

Objection– a logical concern that your prospect has about your product or service, and a sign that there is misalignment in the sales process.

The best thing a sales professional can do to overcome an objection is to embrace each one, and use it to their advantage. If the prospect has an objection, it is a sign that they’re engaging in the sales process with, and deeply considering the costs/benefits the product/service has for their business. This is a good sign, and it will actually help the sales professional to improve their approach in two key ways:

  1. You know they’re engaging in the sales process when an objection is stated.
  2. An objection means there’s a misalignment. Embrace and repair the misalignment for your next approach.

When there is misalignment, it either occurred because the sales professional did not articulate the pitch clearly, or there was information that was not uncovered during the analysis portion of the sales process. To embrace and repair the misalignment, ask multiple open-ended questions to uncover the root of the objection. It’s important to not allow the objection to go unaddressed, as it could severely damage, if not ruin, the entire sale later on.  To realign the prospect, try the following strategy:

  • Probe– Ask questions to find out what you are missing. Ask as many questions as you need to find where the gap is located in the sales process.
  • Empathize– It helps lower the tension, and helps you realign with your prospect. When you empathize, it indicates that you understand why they had the objection in the first place.
  • Present– Provide new or more detailed information that addresses the gap. This is the information that would have kept the objection from arising if it had been brought up in the beginning, or uncovered during the analysis portion.
  • Prove– Evidence to address the objection. If your prospect says, “Your system doesn’t do X, Y, and Z!” Prove that your system does indeed do X, Y, and Z. Prove it with statistics, case studies, and third party testimonials.
  • Close– Make sure the objection is completely handled in the mind of the prospect. You may need to close multiple times to ensure the buyer no longer has the objection, and is ready to move on in the buying process.

In summary, remember that objections are a good sign, and that they solve two key issues for you as a sales professional. Remember the PEPP-C probing strategy to realign with your prospect. Also remember that overcoming objections is a weekly, sometimes daily, struggle for sales professionals everywhere. If objections are holding you back, take a look at our eLearning courses on how to overcome those objections and close more sales.

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