It takes a considerable amount of work to get to a sales conversation, some say as many as 6 to 8 quality interactions with a prospect, and it has been said that the buyer is 60% through the decision journey before they even talk with a sales rep.
With that as a backdrop, you would think that sales people would spend more time thinking about what could go wrong, namely how to anticipate common objections and keep them from derailing the sales conversation.
Most salespeople spend hours practicing the right pitch, rehearsing the demo, and thinking about the discovery questions they want to ask to direct the conversation flow. Yet they don’t spend a commensurate amount of time thinking about the potential objections that will arise. Typically, it is the same 3 to 5 objections that come up all the time so you need a plan for how to minimize them.
There are two alternative strategies for handling objections that work well together.
Response Block Selling
The first strategy is to raise objections before the prospect does, and Victor Antonio discusses this in his book, Response Block Selling. He walks you through the logic in this video and the book provides a range of specific examples.
The second strategy is to address concerns that arise using a tactic Jeb Blount calls “The Ledge” which he discusses in this video. Often, the objection simply means that you need to ask more questions, understand the root cause of the concern, and provide more information to reduce the importance of that concern.
Asking questions as a way of regaining control of the sales conversation is also advocated by Brian Tracy in this video where he talks about 9 types of commonly raised objections. Prospects will always have some objections. Spend time preparing for them in advance so you retain control of the sales conversation when they do.