If you have spent more than a day selling you have heard an objection to the product or service, you are offering. The great part about hearing objections is it means your prospect is actually listening to you. So, learning to differentiate between an objection and a condition and how to deal with both is a critical part of the sales process.

The easy part about dealing with a condition is that there is nothing you can do to change the situation. If a prospect tells you “my plant is closing next month” or “I just bought one of those and it has a 5 year life span” or “I just entered into a 1 year binding contract” there is nothing you can do. Thank your prospect for their time and leave. Put them on a drip campaign for follow up (newsletter, email, direct mail etc.) and follow up again if and when appropriate.

Objections are what sales professionals deal with every day. Your ability to deal effectively with them will determine your level of success. First off, realize that objections are necessary and essential to the sales process. Without them there is no sale because there is no interest. So, if your prospect raises no objections 99% of the time he really is not interested and therefore probably not a good prospect. That said learn to embrace and handle objections. Learn that your prospect is not objecting to you personally. Also learn that more objections actually indicates more engagement and interest from your prospect as he is really trying to learn about your product and justify its purchase in his own mind. So, welcome and embrace objections.

Objections give us feedback on how we are doing in the process. They are signposts that guide us towards issues we must address and resolve. Realize that on objection is actually a buying signal. Your prospect is telling you what is important to him and what you must address and resolve for him to buy. Objections are the underlying motives. The objections are telling you what is important. Learn to deal with them effectively and don’t take them personally.

  • Deal with them before they come up. This is one of the best times. It takes a lot of knowledge of your product, a great understanding of your prospects business, a good understanding of your competitors positioning and experience. In many cases you will get the same 1 or 2 objections from every prospect about your offering. Handle and address them before they come up. This allows your prospect to move past them and on to what matters most.
  • Deal with them as they come up. Some objections must be dealt with immediately when they come up. Issues about the integrity of your company or product cannot go unanswered in your prospects mind. Be professional handle it and move on only after confirming with the prospect he is clear and understands.
  • During the normal course of your presentation. With experience and practice you will learn that certain objections will come because of certain statements you make, Anticipating, and handling these objections in a positive prepared manner will give you an edge.
  • In the latter stages of the presentation. If you’ve made it this far your prospect is listening and interested. It is natural for objections to come towards the end. Learn to understand that usually at this point objections are smoke screens to delay and keep you from the close. They typically do not require a complete reversal of the presentation. Make note of it acknowledge it and ask if you can come back to it in a moment. Generally, at this point your prospect is onboard.  Don’t stop the momentum. Acknowledge and come back to it.
  • Never If a small objection arises early on but does not come up again let it pass. If the prospect does not mention it again either you addressed it or it was not a concern in the first place.

Remember objections are a necessary part of the process, they are not an indictment of you or you integrity. DON’T TAKE THEM PERSONALLY.

About the Author

With more than three decades of experience in all facets of sales management, customer service, business growth, and staff coordination, Certified Business Coach Greg Emslie is a focused professional with the tools to help you grow and manage your business effectively. 

Driven by his ability to implement proven business concepts and help improve teams, Greg affects all areas of the companies he works with, including sales, leadership, profitability, and decision-making. He focuses on improving efficiency and processes for his clients while helping them grow their revenue base. 

Ready to begin finding other ways to make your company more productive? Let’s get the conversation started.  Contact Greg Emslie for a business strategy discussion today!