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How To Overcome Sales Objections In 4 Steps

Updated: Sep 24

You start your day in high spirits. The sun is shining, you’re excited to make yet another big sale, and the commission is almost in your hands. The first customer of the day walks in, you try your best, and the customer walks away, saying no. This feeling of taking a no can be a hard pill to swallow. Some people get demotivated by this, and some persuade to the point that the customer gets irritated. Handling objections well should be a skill every salesperson must know. Objections can sometimes be a good thing. Curious? Let’s dive in to find out.

A sales objection can signal to work harder in the selling process. It is an explicit expression by a buyer that a barrier exists between the current situation that needs to be satisfied before buying from you. Here are some of the most common objections that you, as a salesperson, would’ve been tired of hearing.

“I don’t think I need this item. I have no use for it.”

“Maybe later. I don’t think it’s necessary for me right now.”

“Just looking.”

“This purchase will exceed my budget. I don’t have any money for it right now.”

These show that need, urgency, trust, and money are critical factors in a customer’s decision to buy a product. While these are common sales objections people make daily, many salespeople still do not know how to overcome them.

Here’s a 4 step approach to overcome your sales objections

Step 1: Carefully listen to what the customer has to say

It is very human to jump in to respond when you hear an objection immediately. As a salesperson, you have to fight this temptation. Remember that assumptions can be a downfall, especially when you make them about your customer’s objection. So try to listen first before you speak. Do not be defensive, and learn to ignore your impulse. Show the buyer that you are listening by displaying positive body language and verbal confirmations.

Step 2: Understand the reason behind your customer’s objection

Sometimes, your customer might not be able to articulate why they are not ready to purchase something. Sometimes, your customer might not give you the real reason why they don’t feel like buying it. As a salesperson, you need to get to the bottom of the objection and find the real reason to understand it fully. Ask your customer for permission to indulge in an engaging conversion. Try to understand the objection made. Sometimes, when you restate a complaint, the buyer gets a better understanding of their issue, and you might get closer to the reason for the objection. Ask questions and clarify them to the max.

Step 3: Respond clearly

Once you have fully understood the situation, try to address what you feel is the most important objection first. Once the highest mountain is hurdled, the hills will be a piece of cake! Resolve issues right away in real-time, as you have a greater chance of moving the sale forward. If you are not confident, do more research. Don’t try to go ahead and wing it. You might make a sale, but chances are thin. Your customers might sense that you are not confident and can create distrust with the brand in itself. Keeping your responses crisp and to the point is crucial while making a sale.

Step 4: Follow up and confirm if you have solved their objections.

You and your customer come to a good old-fashioned decision-making point. Before they finalize their decision, check if your customer’s objections have been satisfied. Do not just dismiss them if they nod. It does not mean they agree with whatever you’ve been saying. Some of them want to get ahead with their life. Ask your buyer if they are happy with your solution and explain clearly if they have more doubts.

If a buyer is still not ready to make a purchase, do not force them. Do not accept a “yes” that sounds like “Ok; I will think about it” either. Many customers might say their problems are solved to seem smart. They will still be pretty doubtful as soon as you are out of sight or you get off the phone.

Keep your eyes on the prize while helping your buyer overcome their objections. The commitment of the buyer has to be earned at all costs. Also, remember that some companies that mainly sell software or similar services still have to work with the customer even after the sale. So making the customer understand what they are buying is necessary.

In conclusion, the four steps above will strengthen your relationship with your buyer. It may make your sale easier as well. So, let us try to sell you something with an example. If you have a BIG IDEA that can impact the World in some way but lack the resources to build a company, then Project 10K is what you need. If your idea is selected, you might just become the Co-founder of your very own dream company. Make a presentation and send it to them urgently!

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