Those who work in sales know that, day in and day out, they’ll face a lot of immediate rejections. It’s part of the job. But rejection is especially tough when you start a negotiation, it seems to be developing well, and in the end, it doesn’t materialize because the potential client backs out. When this happens, the reason tends to be one of the so-called sales objections.
First things first, let’s look at the dictionary definition of “objection.” It’s “a reason or argument presented in opposition to a previously stated thesis.” In the context of this article, sales objections are the counter-arguments that our potential client presents to reject the business proposal we’ve made.
These counter-arguments can have a wide range of reasons, but generally, they revolve around four points: lack of money; lack of priority; distrust of the product, service, or even the company itself; or the lead considering that it’s not a necessity for them.
A well-prepared salesperson, however, is capable of overcoming any of these objections. As we’ll show throughout this article, all you need to do is anticipate the objections and show the lead that closing the deal is the best decision they can make for their company.
Shall we begin?
What are Sales Objections?
Sales objections are difficulties, barriers, or obstacles that potential clients present to the sales representative or consultant during a negotiation. In other words, when faced with the offer of a product or service, the lead reacts with counter-arguments that demonstrate resistance to finalizing a deal.
As a customer, you’ve certainly raised numerous objections to salespeople throughout your life. Remember, for instance, that magazine subscription offer you declined a few years ago after receiving a call from the publisher’s representative, arguing that you already subscribed to another magazine.
Or when you went to buy a product in a store and the salesperson suggested you also buy another one to enhance your customer experience, but you refused, claiming you weren’t willing to spend more.
As you can see, sales objections are very common and part of everyday life, especially for those working in sales. Dealing with them is part of a salesperson’s life, but that doesn’t mean it’s not frustrating.
Imagine, for example, a sales representative who spent hours on a phone or video call with the purchasing manager of another company and, in the end, received a “no” as a response. Nobody’s happy about that.
Keeping in mind that objections are common, however, is the best way to prepare for them. A good salesperson knows that the potential client may raise doubts, questions, and present some difficulties in closing a sale – and, therefore, will be prepared to answer all of them.
Objections in sales don’t mean the lead won’t buy. It means that you, as the salesperson, will need to provide more arguments to convince them.
Most Common Categories of Customer Objections
There are countless reasons why a potential client might show resistance to moving forward with a purchase, but they generally fall into four main categories: lack of need for the product or service, lack of urgency, distrust of the offer received, or, one of the most common in times of crisis, lack of money.
Doesn’t See the Need
These are the clients who, upon receiving a business offer, decline, arguing that they don’t see any reason to acquire the product or service.
The thing is, if the lead prospecting was done correctly, it means that the potential client *does* have good reasons to buy. What the lead is probably lacking is the perception that they have a problem.
Doesn’t See the Urgency
This category includes leads who decline a proposal, arguing that “there are other priorities.”
Notice, however, that this implies they recognize there’s a problem to be solved, but right now their focus is on something else. Thus, they believe that this specific deal can wait.
Distrusts the Offer
You can be the best salesperson in the world, but often a potential client raises objections to the purchase because they don’t feel confident. This distrust may be in you, the company you represent, the proposal you presented, or even in how your product or service will be able to solve their problem.
Lacks Money
Among the objections in the sales process, lack of money is probably the most common.
Especially in business-to-business (B2B) transactions, it’s common for the purchasing manager to counter-argue that they can’t finalize a deal at that moment because the company is in the process of cutting costs or prioritizing other types of investments.
How to Avoid Sales Objections
Even though a salesperson has to deal with objections, there are ways to minimize them. And, like everything involving a sales process, this requires having a strategy and preparing for them.
Before we continue, imagine, for example, that you are preparing for a test. You know the subject, but you don’t know which questions about it the teacher or the examining board will ask.
In this case, you have an initial advantage: you know the limits of the content they will cover. At the same time, however, you have a disadvantage: you don’t know which parts of the content you will have to answer.
So, the best way to do well on the test is to study the content as much as possible and be prepared for any question within it that might appear, right?
Well, that’s exactly what you need to do to avoid sales objections.
Have an “Objection Matrix”
Mapping all possible obstacles that may arise during a negotiation should be the first step for every salesperson.
This will allow them to answer the lead’s questions as soon as they arise, demonstrating knowledge of the subject and conveying credibility about the product or service.
If the resistance is related to financial issues, having a prior plan will allow you to present possible solutions or even have more viable alternatives ready to ensure the continuation of the negotiation.
To build a good objection matrix, ideally, seek questions and their answers from various departments within the company, from marketing to production. Asking each of them about the strengths and possible bottlenecks in their area and how to resolve them is an efficient way to prepare for potential client resistance.
Keep a History
There’s a quote of unknown origin, but it’s often repeated by some of the most successful coaches: “Those who don’t know why they lose, also don’t know why they win.” It applies to everything in life, especially in sales.
Looking back and analyzing all the deals that didn’t work out is a great way to identify a possible bottleneck in sales.
At the same time, if it’s a client with whom you’ve already done business, history becomes even more important. This is because you already know what they’re looking for and how they negotiate. Therefore, it’s easier to know what resistance they might present and how to overcome it.
Keeping a history of negotiations, including a record of sales that didn’t materialize, allows you to get it right the next time you approach the same client and potential clients.
Present All the Advantages
As we said, objections generally fall into four categories, ranging from distrust to lack of need or money on the buyer’s part.
By knowing all the advantages of the product or service being offered, the salesperson can “disarm” the person they are negotiating with.
They don’t see a need? Show them how it will boost their profits.
It’s not urgent? Demonstrate how being proactive will be advantageous for them.
The company is cutting costs? Present an offer they can’t refuse.
Want to learn how to implement Instantly AI in your company? See how.
Know Your Company Well
This is one of those items that should be included in the objection matrix, but it clearly goes far beyond that.
Being fully aware of the company you work for is the least that anyone buying from you will expect. And it’s especially important for you.
By knowing your company well, you’ll be fully able to provide any information – or you’ll know who to turn to.
This will also allow you to know how far you can be flexible in a negotiation and ensure that any financial objections are overcome.
Know Your Competition
Competition is healthy and helps with motivation. We want to be better than others, but we have to know that they also want to be better than us.
Therefore, knowing the companies that operate in the same industry and can offer products and services under seemingly more advantageous conditions than yours is essential. This way, it will be possible to highlight the advantages of your product compared to the competitor’s and put the financial investment in a better perspective.
Be a Good Listener
The advice that is valuable to pre-sales – the Sales Development Representatives (SDRs) – is also valid for those who work directly in negotiation and hear a “no” to the proposal.
A “no” doesn’t mean the end of negotiations, but a demonstration that the terms you presented weren’t satisfactory or haven’t sparked interest yet.
Remember: the simple fact that the buyer is in front of you means they at least found something your company can offer interesting. Otherwise, they wouldn’t have bothered scheduling this business meeting.
Therefore, even if the deal doesn’t go through at that moment, by acting as a good listener, you’ll be better positioned to avoid another objection in a future business attempt with them.
Don’t Force a Negotiation
Few things are more annoying than a salesperson who keeps insisting that you buy something you’re really not interested in, right?
Even worse is confronting the potential client. Having an attitude that might sound challenging is terrible for someone we want to win over. It’s one thing to demonstrate that their concern can be addressed in a certain way, it’s quite another to say they’re “wrong.”
If, even after answering all the objections, the potential buyer declines, don’t insist – at least not at that moment. Make a strategic retreat. Include this in your history, evaluate what went wrong, and try again at another time.
How to Overcome Objections: Objections and Responses
As we’ve said, objections are part of life for those in sales, and at some point, you’re bound to encounter them.
This will probably happen even if you follow the suggestions we’ve given previously – in fact, the last two are directly linked to an objection.
But, with an objection matrix in hand, you can prepare for them in a way to overcome them. Below, we’ve listed some of the most common ones and what strategies can be useful for knowing how to break down objections.
Agree with the Lead
One of the most common steps to overcome an objection is to agree with it. If your client says the product is too expensive, agree with them. Say, “Yes, you’re right, this investment isn’t for every company, and precisely because it’s expensive, I can deliver the quality you need to generate results.”
When you give the lead validation regarding their objection, they’re taken aback, and this breaks their logical train of thought.
If the potential client raised an objection, it’s a sign that they’re interested. If they had no intention of buying, they could simply say they weren’t interested or didn’t have a need for the product.
Show the client they’re right. Agree with their objection, and then subtly and elegantly break it down, showing how your company can deliver something that will truly solve their problem. The expensive option would be paying less for something that *doesn’t* solve the potential client’s real problem.
Show that Your Price is Right
A very common objection concerns the price of the product. Phrases like “what you’re offering is too expensive,” “we can’t afford to invest in this right now,” or “your competitor sells it to me for less” come up all the time.
To address this, show that your product offers the best value for money, that it’s not expensive, and above all, that it will deliver good results for the buyer.
This last part is especially important in B2B negotiations. Companies that buy in bulk need to be sure that the product will sell and represent profits in the future.
If the objection the lead presented was a lack of money, there are two effective ways to respond.
One is to shift the focus from the price to the benefits of the product. If you can demonstrate that the price is low compared to the return it will provide, the chance of moving forward with the deal is greater.
The other way to address the lack of money is to offer more flexible agreements. Consider the possibility of the potential client extending payment terms or receiving the products in stages.
Want to know how to respond when the client says it’s too expensive? See this article.
Prove Your Product or Service is Better than the Competition’s
Sometimes, selling a product or service involves convincing the potential client that what you offer is better than what they already purchase from another supplier, in several ways.
Among the objections that may arise from a lead who already buys from another company are questions like “your competitor’s price is better” and “I’ve been doing business with another company for a long time and I’m comfortable with them.”
In the case of the first objection, sometimes it’s possible to overcome it by reducing your profit margin. But this isn’t always feasible.
As for the second, it might be difficult to convince a loyal customer of another company to switch to yours simply because of a better price – especially since they might try to renegotiate with their current supplier.
Therefore, an effective way is to prove that your product or service is better than the competition’s. Highlight its strengths, show the advantages over the other product, and, most importantly, demonstrate how this will generate gains for the buyer in the future.
Learn more about Apollo.io and see how it can help you with prospecting.
Demonstrate the Priority
It’s not uncommon for a negotiation to stall because the potential client believes that the product or service is not among their current priorities.
This argument can have various reasons: “right now our acquisition focus is elsewhere,” “we’re concentrating resources on something else,” and “our sales are more profitable with another product” are some possible objections.
Unlike the claim of lack of money, here the potential client implies that resources are available. Their argument is that they don’t need your product or service *right now*.
Again, if your pre-sales team qualified this lead, it means they show all the indications of someone who has a problem to solve – and it’s time for you to show them that.
Emphasize how your offer will represent new gains for the client. Show that acquiring your product or service now will generate a competitive advantage in the future. Point out that considering your product doesn’t necessarily mean changing the company’s focus, but rather dividing it to achieve better results.
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Build Trust with the Lead
Often, objections in the sales process arise because the potential client doesn’t feel secure negotiating with you. And the reasons are varied.
“I don’t know your company,” “I’m not sure this offer you’ve made me will be good for me,” or “I’ve done business with you in the past and the experience wasn’t good” are three possible obstacles to a successful sale.
As you can see, all of these focus on the distrust the lead shows in moving forward with the negotiation. At no point have they suggested that they lack resources or that your product or service isn’t among their acquisition priorities – quite the opposite. The fact is: they need to be convinced that your company is the best option.
To the objection about not knowing your company, make yourself available to present it in more detail. Show them who your current clients are, the company’s history. It might even be helpful to talk about plans for the future.
On the other hand, when the lead expresses doubts about the potential of your offer, highlight its advantages. Show how that negotiation will translate into gains for them in the future. If possible, bring concrete examples of other companies that invested in this and had a positive response.
In the event that the potential client reports that past negotiations with your company were bad, remember above all two tips we’ve already given: listen to what they have to say and don’t confront them. Try to understand their perspective and ask for a chance to reverse this negative impression with this new deal. Once again, show how this will be good for them and how you can start a lasting business relationship.
Have a Flexible Schedule
There’s one type of sales objection we haven’t listed because it’s one of those that comes up on short notice. If you’ve worked in pre-sales or tried cold calling, you’ve probably heard the phrase “I don’t have time to listen to your proposal” a few times.
Indeed, especially in business-to-business environments, it’s quite common for people with decision-making power – including purchasing power – to be very busy. Therefore, finding space in their schedules to listen to proposals they don’t even know if they can bring any advantage to their company tends not to be a priority.
So, have a flexible schedule. If the objection you hear is “I don’t have time,” ask the lead to suggest a time to hear your proposal. If they reiterate that they can’t, suggest an initial presentation via email, so they can at least learn about your product and, if it piques their interest, think about a feasible time for you to meet.
So, is an Objection Good or Bad?
It may seem counterintuitive, but every time you get an objection: celebrate! An objection is a sign of interest. And if they have doubts, it’s better that you address them all so the lead can make the best decision.
You don’t convince anyone to buy your product or service. That decision is up to the client. Your role is to show that your solution is the best one to solve a specific type of problem, even if the lead hasn’t even considered solutions for it.
Showing empathy, active listening, and knowing how to argue are fundamental points for masterfully overcoming objections. If you’re having trouble closing deals, you’re probably handling objections the wrong way and need more preparation to accelerate your sales.
Final Considerations
Identifying a lead, qualifying it, and seeing it move through the funnel is always satisfying for a company’s entire sales team.
Often, however, their buying journey stalls, and a negotiation that seemed certain can fall apart.
This usually happens when the lead raises objections in the sales process. These are considerations the potential client makes about the real advantage of that deal for them. And if they become convinced that their doubts outweigh the salesperson’s arguments, the deal doesn’t go through.
Therefore, preparing for sales objections and having the answers or resources ready for them is always a safe way to conduct a sales process. If you work in sales, invest in this.
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