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4 Steps to Overcome Sales Objections

Table of Contents


At Intelemark, we know that sales objections are an inevitable part of the sales process. As a passionate B2B appointment setting company with 20 years of experience in demand generation and lead generation, we understand how mastering objection handling is essential to achieving success in sales.

Objections can come from prospects at any stage of the sales process, whether it’s during cold outreach or further along in the sales cycle. It’s important to be prepared to handle objections effectively and efficiently in order to move prospects through the pipeline and close more deals.

In this blog post, we will discuss four steps for overcoming common sales objections: understanding common objections, employing a framework for handling objections, using advanced techniques in objection handling, and preparation and practice. We will also provide case studies on successful objection handling stories from our own experiences at Intelemark. By following these steps, you can ensure that your team is equipped to handle any objection that comes their way.

Understanding Common Sales Objections

Objections are a common part of the sales process, and understanding them is key to achieving success in sales. Objections can be seen as opportunities to learn and grow, so it’s important for sales reps to have a solid understanding of how to handle them. In this section, we will discuss how to identify common objections in sales calls and the psychology behind why they occur.

Identifying Common Objections in Sales Calls

When it comes to identifying common objections in sales calls, there are certain phrases that may be indicators of an objection. For example, if a prospect says “I’m not sure” or “I need to think about it” these can be signs that the customer has reservations about the product or service being offered. Other common phrases include “That’s too expensive” or “I don’t have time for this right now” which could indicate that the customer doesn’t feel like they have enough money or time for what is being offered. It is important for sales reps to be able to recognize these phrases and understand why the customer might be expressing them.

The Psychology Behind Objections

The psychology behind objections is complex and varied, but there are some general principles that can help explain why customers might express them during a sales call. One of the most common reasons behind objections is fear – customers may be afraid of making a wrong decision or investing their money in something that won’t work out for them. Additionally, customers may also feel overwhelmed by the amount of information they need to process before making a decision, or they may simply not understand the product or service being offered. It is important for sales reps to recognize these underlying motivations and address them directly when handling objections.

Objections can also arise from customers feeling like their concerns are not being taken seriously or that their opinions are not valued by the sales rep. This can lead to frustration on both sides and make it difficult for the customer to trust the rep enough to make a purchase decision. It is therefore essential for sales reps to demonstrate empathy when handling objections – by actively listening and validating the customer’s feelings – in order to build rapport and encourage trust between both parties.

Objections are common in sales process, understanding them is key to success. Common objections can be identified by certain phrases, and the psychology behind them includes fear, overwhelm and lack of trust. Sales reps should demonstrate empathy to build trust and rapport.

The Framework for Handling Objections

Objections in sales are inevitable and mastering the art of handling them is a must for achieving success. It is essential to understand common objections that arise during sales calls, and the psychology behind them, before developing an effective framework for objection handling.

Listening Actively

The first step in handling objections is actively listening to what the prospect has to say. It is important to understand the objection and really listen to the customer’s concerns instead of jumping straight into a rebuttal or solution. Employing empathetic listening allows sales reps to relate to customers on a personal level, build trust, and show genuine interest in their needs.

Acknowledging the Objection

Once the objection has been heard, it is important to validate the prospect’s concerns by acknowledging that they have a legitimate reason for raising it. This helps build rapport with the customer as it shows that their opinion matters and you are taking their objections seriously.

Probing and Clarifying

This involves asking open-ended questions to probe deeper into the root cause of the objection and gain clarity on what exactly is causing concern for the customer. This can help identify any underlying issues or misconceptions that need addressing in order to overcome the objection successfully.

Addressing and Overcoming the Objection

Once you have identified why an objection is being raised, you can tailor your response accordingly and provide value-based solutions that address these specific concerns. For example, if cost is an issue then offering discounts or payment plans may be suitable solutions; if there are doubts about quality then providing guarantees or testimonials can help alleviate these worries; if there are time constraints then suggesting ways of speeding up delivery times may be beneficial.

Advanced techniques such as employing “Feel-Felt-Found” method involve empathizing with prospects, sharing related success stories, or using “Yes-But” technique which involves agreeing with customers but offering additional solutions can be used when appropriate as well as “Boomerang” method which turns objections into reasons to buy by illustrating with examples.

It is also useful to prepare ahead of time by developing a list of potential objections based on research about customer pain points and crafting well-thought out responses beforehand so that sales reps are ready when an objection arises during calls/meetings etc.. Practicing role playing scenarios with peers or colleagues can help gain confidence in handling objections through repetition and gaining insights from real-world examples of successful objection handling can also prove beneficial in developing effective strategies for overcoming them.

Listening Actively

Active listening is a key skill to master when it comes to handling sales objections. Objections are an inevitable part of the sales process, and being able to listen actively and understand what the customer is saying can make all the difference in closing a sale. It’s important to take the time to really understand the customer’s objection and why they feel that way. Employing empathetic listening helps build trust between you and the customer, as well as gain insight into their needs and concerns.

Importance of Understanding the Objection

The first step in active listening is understanding what the customer is saying. Taking notes can help you remember what was said, as well as provide evidence of your understanding if needed later on in the conversation. Asking questions also helps clarify any confusion or misunderstandings, while showing your interest in engaging with them.

Employing Empathetic Listening

In addition to understanding what is being said, it’s important to show empathy for your customer’s situation. This means putting yourself in their shoes and considering how their objection may be reasonable from their perspective. Showing empathy doesn’t mean agreeing with them; rather, it shows that you understand where they’re coming from and can help create an atmosphere of trust between you and your customer.

Active listening is an essential tool for handling sales objections effectively, as it allows you to better understand your customers’ needs and concerns while building trust between you both. Understanding what customers are saying, taking notes, asking questions, and showing empathy are all important elements of active listening that will help you overcome objections more efficiently.

Active Listening
Understanding customer’s objection
Builds trust between customer and seller
Taking notes
Helps remember conversation details
Asking questions
Clarifies confusion & misunderstandings
Showing empathy
Understands customer’s perspective & builds trust

Acknowledging the Objection

When it comes to sales, objections are inevitable. That being said, mastering objection handling is essential to achieving success in sales. One of the most important steps in handling objections is acknowledging them. This can be done in two ways: validating the prospect’s concerns and building rapport.

Validating the Prospect’s Concerns

It is important for a salesperson to understand the customer’s point of view and validate their concerns. This can be done by repeating what they said or paraphrasing it back to them so that they know you heard and understood what they said. Doing this can help build trust with the customer and show that you are actively listening to them.

Building Rapport

Building rapport with customers is another key component of acknowledging objections. It is important for a salesperson to show empathy towards the customer and make sure that they feel comfortable expressing their thoughts and opinions without feeling judged or criticized. This can be done by asking open-ended questions, providing value-based solutions, sharing related success stories, agreeing with the customer, and demonstrating how the benefits outweigh any potential concerns.

Acknowledge objections properly can help put customers at ease and make them more likely to trust your product or service. By validating their concerns and building rapport, you will be able to create a positive experience for the customer which will ultimately lead to greater success in sales.

Acknowledge objections to build trust and rapport, validating customer’s concerns by repeating/paraphrasing, ask open-ended questions, provide value-based solutions, agree with customer.

Probing and Clarifying

Probing and clarifying is an essential step in the process of handling sales objections. It involves asking open-ended questions to get a better understanding of the root cause of the objection, as well as digging deeper into the customer’s needs and motivations. This helps to build trust, allowing the salesperson to address the customer’s concerns with tailored solutions that provide value.

Asking Open-Ended Questions

Open-ended questions are those that cannot be answered with a simple “yes” or “no”. They help to uncover more information about the customer’s needs and motivations, which can then be used to craft a response that addresses their concerns. Asking probing questions such as “What challenges have you faced in the past when looking for a solution like this?” or “What would make this solution most attractive for you?” can help to gain valuable insights into how best to respond to the objection.

Digging Deeper To Understand The Root Of The Objection

In order to effectively address an objection, it is important to understand not only what it is but also why it has been raised in the first place. By asking additional questions, such as “What specifically makes you feel this way?” or “Can you tell me more about your concerns regarding this issue?”, salespeople can gain a better understanding of what is driving the customer’s reaction and use this information to craft an appropriate response.

Probing and clarifying is an invaluable step in handling objections, as it allows salespeople to gain insights into their customers’ needs and motivations, enabling them to tailor responses that provide value while addressing any underlying concerns. As such, mastering the skill of probing and clarifying should be a priority for any salesperson looking to achieve success in their field.

Building trust
Asking probing questions helps build trust between the customer and salesperson.
Uncovering needs and motivations
Open-ended questions help to uncover more information about the customer’s needs and motivations.
Understanding the root of objections
Asking additional questions can help gain a better understanding of what is driving the customer’s reaction.
Crafting tailored solutions
Probing and clarifying enables salespeople to craft responses that provide value while addressing any underlying concerns.

Addressing and Overcoming the Objection

When it comes to addressing and overcoming objections, tailoring your response to the specific objection is key. Start by understanding the customer’s needs and concerns and then provide value-based solutions that address those needs. For example, if a customer expresses concern about cost, you can explain how your product or service offers more value for the money than a competitor’s.

1. Tailoring Responses Based on Objection

It is important to tailor your responses based on the objection being expressed. This means taking the time to listen and understand what the customer is saying before responding with a solution. It also means using language that is appropriate for the situation, such as providing evidence-based facts or data points when necessary.

2. Providing Value-Based Solutions

Once you have identified and understood the customer’s objection, it is time to provide value-based solutions that will address their concerns. This could mean offering discounts or special promotions, providing additional resources or information, or even demonstrating how your product or service solves their problem in a unique way compared to competitors. Ultimately, your goal should be to show how your product or service provides more value than any other option available on the market today.

Tailor responses to objection & provide value-based solutions to address customer needs. Show how product/service provides more value than competitors.

Advanced Techniques in Objection Handling

Sales objections are an inevitable part of every salesperson’s job. Mastering objection handling techniques is essential in achieving success in sales and building trust with prospects. This blog post has discussed the importance of understanding common sales objections, the framework for handling objections, and preparation and practice to overcome objections. This section will focus on advanced techniques in objection handling that can further equip salespeople with the necessary skills to navigate any objection they may face.

Employing the “Feel-Felt-Found” Method

The “feel-felt-found” method is an empathetic approach to objection handling that involves acknowledging the prospect’s feelings, sharing a story of how someone else felt the same way, and providing evidence that led them to make a purchase decision. For example, if a prospect expresses concern about the cost of a product or service, a salesperson could use this technique by saying: “I understand how you feel—many people have felt the same way before. But what they found was that investing in our solution led to increased efficiency and saved them money in the long run.”

This method allows salespeople to show empathy towards their prospects while also demonstrating how their product or service can provide value over time. It also helps build rapport by showing that other people have gone through similar experiences and found success with the product or service being offered.

The “Yes-But” Technique

The “yes-but” technique is another effective approach to objection handling which involves agreeing with the prospect while also providing additional solutions to address their concerns. For instance, if a prospect expresses concern about not having enough resources to implement a product or service, a salesperson could use this technique by saying: “Yes, I understand your concern—but we offer flexible implementation options that don’t require additional resources from you. In fact, our solution will save you time and money in the long run due to its automation capabilities.”

This technique allows salespeople to demonstrate understanding of their prospects’ needs while still providing value-based solutions that address their concerns. It also encourages prospects to think beyond their initial objections by considering potential benefits that outweigh any drawbacks they may have initially identified.

The “Boomerang” Method

The “boomerang” method is another advanced technique for overcoming objections which involves turning any negative statements made by prospects into reasons why they should buy the product or service being offered. For example, if a prospect says they are not interested in making a purchase at this time, a salesperson could respond using this technique by saying: “That makes sense—but it would be even more beneficial for you if you were able to take advantage of our current promotion so you can get started right away.”

This method allows salespeople to reframe any objections as opportunities for prospects to gain immediate benefit from buying their products or services rather than waiting until later when prices may have increased or promotions may no longer be available. It also encourages prospects to reconsider their initial position and consider potential advantages of making an immediate purchase decision instead of delaying it further.

Employing the “Feel-Felt-Found” Method

The “Feel-Felt-Found” method is a popular technique for handling sales objections. It involves empathizing with the customer’s concerns and then providing solutions that have worked for other customers in similar situations. This approach helps establish trust between you and the customer while also offering a value-based solution to their problem.

1. An Empathetic Approach to Objection Handling

The first step of the “Feel-Felt-Found” method is to recognize and validate the customer’s objection. You can do this by acknowledging their feelings and expressing understanding of their perspective. This helps build rapport with the customer, making them more likely to listen to your proposed solution.

2. Sharing Related Success Stories

Once you have established empathy with the customer, it is time to offer a solution that has worked for other customers in similar situations. You can do this by sharing success stories from other customers who overcame similar objections and achieved success with your product or service. This gives the customer confidence that they too can find success if they choose your product or service.

In conclusion, employing the “Feel-Felt-Found” method when handling sales objections is an effective way to build trust with your customers while also offering value-based solutions to their problems. By validating their concerns and sharing related success stories, you can demonstrate how your product or service can help them overcome their objections and achieve success in their business endeavors.

Empathize with customers, validate objections, share success stories to show how product/service can help them overcome objections and achieve success.

The “Yes-But” Technique

The “Yes-But” technique is a popular method for overcoming objections in sales calls. It involves agreeing with the prospect and then providing additional solutions that address their concerns. This technique helps to demonstrate how the benefits of the product or service outweigh any objections.

Agreeing With the Prospect

The first step in using the “Yes-But” technique is to agree with the prospect’s objection. This helps to build rapport and shows that you understand their perspective. It also demonstrates that you are open to hearing their concerns and willing to find a solution together.

Providing Additional Solutions

Once you have agreed with the prospect, it is important to provide additional solutions that address their concerns. By doing this, you can show them how your product or service can help them achieve their goals despite any objections they may have. You should focus on illustrating the benefits of your product or service and how it can help them in a tangible way.

For example, if a client has an objection due to cost, you could explain how your product or service will save them money in other areas such as time, effort, or resources. You should also be prepared to answer any follow-up questions they may have about your proposed solution.

The “Yes-But” technique is an effective way to overcome objections in sales calls by demonstrating how the benefits of your product or service outweigh any potential concerns. By agreeing with the prospect and providing additional solutions, you can show them why your product or service is worth investing in.

Step 1
Step 2
Agree with Prospect
Provide Solutions
Demonstrates benefits of product/service, builds rapport, shows understanding of perspective, illustrates how product/service can help in tangible way.

The “Boomerang” Method

The “Boomerang” method is a technique for turning an objection into a reason to purchase. It allows salespeople to reframe the objection in a positive light, emphasizing the advantages that the product or service offers. For example, when prospects say they can’t afford the product, the salesperson can turn it around by saying that investing in the product will save them money in the long run.

1. Turning Objections into Reasons to Buy

The Boomerang method involves emphasizing how an objection can be viewed as an opportunity rather than a barrier. This approach requires salespeople to think on their feet and come up with creative solutions that will make prospects see the value of purchasing what they are selling. This also helps establish trust between salesperson and prospect, as it shows that they understand their needs and are willing to work with them to find solutions.

2. Illustrating with Examples

Illustrating objections with examples is another key component of the Boomerang method. Salespeople should provide concrete examples of how their product or service can address objections and solve problems for prospects. They should also emphasize how customers who have used similar products have benefited from them, so prospects can gain confidence in investing in what they are selling.

The Boomerang method is an effective way for salespeople to handle objections and demonstrate value to prospects. By turning objections into reasons to buy, illustrating them with examples, and providing value-based solutions, salespeople can overcome objections and close more deals successfully.

Turning Objections into Reasons to Buy
Illustrating with Examples
Establishes trust between salesperson and prospect
Demonstrates value to prospects, provides value-based solutions

Preparation and Practice

Objection handling is a skill that requires preparation and practice in order to be successful. Knowing the common objections salespeople encounter, understanding the psychology behind them, and having an effective framework for responding are all essential components of mastering objection handling. However, it is also important to prepare ahead of time and practice objection handling scenarios in order to gain confidence in the process.

Developing a List of Potential Objections

The first step in preparing for objection handling is to anticipate the potential objections that could arise during a sales call. This can be done by researching customer reviews, analyzing past sales calls, or speaking with colleagues who have experience with similar prospects or products. Once potential objections are identified, it is important to craft well-thought-out responses that address each concern without being overly aggressive or confrontational. It can also be beneficial to create a list of questions designed to probe deeper into the root cause of the objection so that it can be addressed more effectively.

Role-Playing and Scenarios

In addition to creating a list of potential objections, it is important to practice objection handling with peers or colleagues who have experience in sales. Role-playing scenarios can help build confidence and familiarity with the process as well as provide valuable feedback on how best to respond in different situations. The key is to get comfortable with different types of objections and learn how to tailor responses based on each individual scenario. Through repetition, salespeople will gain greater confidence in their ability to handle objections effectively.

Objection handling is an essential skill for any successful salesperson, but mastering this skill takes dedication and practice. By anticipating common objections and crafting well thought-out responses, as well as role-playing scenarios with peers or colleagues, salespeople will become more confident when faced with objections during real-world sales calls. With these preparation techniques in place, sales professionals will be better equipped to turn objections into opportunities for success.

Developing a List of Potential Objections

Sales objections are an inevitable part of the sales process, and it is essential for salespeople to understand how to effectively handle them in order to be successful. Preparing for potential objections ahead of time can help salespeople feel more confident when engaging with prospects and increase their chances of closing deals.

Anticipating Common Objections

The first step to developing a list of potential objections is to anticipate what objections you may encounter during your sales calls. This requires doing research on your target audience and getting familiar with their needs, interests, and concerns. You should also take into account any industry trends or changes that could impact your prospects’ decisions. Once you have a better understanding of your prospects’ motivations, you can begin to think about the types of questions or objections they may have about your product or service.

Crafting Well-Thought-Out Responses

Once you have identified potential objections, the next step is to craft well-thought-out responses. It’s important to remember that each objection will require a tailored response, so it’s helpful to consider different strategies for handling various types of objections. For example, if a prospect raises an objection related to cost, you could focus on emphasizing the value of your product or service rather than simply trying to discount the price. Additionally, it’s important to practice responding to these objections in advance so that you can deliver your answers confidently and clearly when speaking with prospects.

Overall, developing a list of potential objections ahead of time can help salespeople feel more prepared and confident when engaging with prospects. By anticipating common questions or concerns from customers and crafting tailored responses, salespeople can increase their chances of overcoming any objections that arise during their conversations and ultimately close more deals.

Anticipate common objections, craft tailored responses, and practice to increase confidence and close more deals.

Role-Playing and Scenarios

Role-playing and scenarios are two of the most effective ways to practice objection handling. It involves simulating a sales call with peers, taking turns to assume the roles of both the salesperson and prospect. This allows for a comprehensive understanding of the dynamics between both parties during a sales call, enabling one to gain confidence in their ability to handle objections.

1. Practicing Objection Handling With Peers

By role-playing with peers, one can become more adept at responding to objections as they occur in real life situations. Through repetition and feedback from peers, one can learn how to develop compelling responses that address prospects’ concerns and lead them towards making a purchase decision.

2. Gaining Confidence Through Repetition

The more one practices objection handling through role-playing and scenarios, the more confident they will become in their ability to respond effectively to objections when they arise in real-life sales calls. This confidence can be further bolstered by having peers provide constructive feedback on their responses during role-play sessions.

In conclusion, role-playing and scenarios are invaluable tools for honing one’s skills in objection handling. Not only do these methods provide an opportunity for practice, but also enable one to gain confidence through repetition and feedback from peers. As such, incorporating role-playing and scenarios into one’s training regimen is essential for achieving success in sales.

Case studies show successful sales representatives overcome common objections by probing deeper into prospects’ needs, providing additional resources, and understanding resources available on both sides.

Case Studies: Success Stories in Overcoming Objections

Knowing how to handle objections is one of the most important skills for sales professionals to master, and it’s only natural to want to learn from real-world examples of successful objection handling. Below are some case studies that illustrate how sales representatives have successfully overcome common objections.

Case Study 1: The “Too Expensive” Objection

This case study involves a sales representative selling a subscription-based software product with an annual fee of $5,000. When the prospect expressed concern about the cost, the rep responded by asking probing questions to better understand the prospect’s budget and needs. After further discussion, the rep was able to demonstrate that the software would save them money in the long run by streamlining their processes and eliminating manual labor costs. As a result, the prospect agreed to purchase the subscription at full price.

The key takeaway here is that it is important for reps not to jump immediately into discounting or negotiation when faced with this type of objection. Instead, they should take time to probe deeper into their prospects’ needs and budgets before offering solutions tailored specifically to them. Doing so can help reps demonstrate value and increase their chances of closing a sale at full price.

Case Study 2: The “I Need to Think It Over” Objection

In this case study, a sales rep was trying to close an enterprise deal worth $50,000 but encountered resistance from their prospect who said they needed more time to think it over. In response, the rep asked probing questions about what specific concerns were holding them back from making a decision on the spot and then provided additional resources such as customer success stories and data points that could help alleviate those concerns. After further discussion, the prospect agreed to move forward with signing off on the deal right away instead of waiting any longer.

The lesson learned here is that it can be beneficial for reps to provide additional resources that support their claims when faced with this type of objection. Doing so can help build trust with prospects and give them more confidence in making an immediate decision rather than waiting any longer.

Case Study 3: The “I Don’t Have Time” Objection

This case study involves a rep selling a service package with multiple components that requires significant implementation time on behalf of their prospect’s team. When presented with this objection, the rep took time to understand how much time exactly would be required for implementation and then proposed breaking up delivery into smaller chunks over different timelines so as not to overwhelm their prospects’ team members all at once. This approach allowed them to close the deal without compromising on delivery quality or timeline expectations.

The key takeaway here is that reps should always take time during sales calls to understand exactly what resources are available on both sides before proposing solutions or timelines for delivery or implementation. Doing so can help ensure that solutions are tailored specifically for each individual situation while also allowing reps more flexibility in finding ways around common objections like lack of time or resources.

Objection handling is a crucial skill for sales success; four steps to overcome objections, techniques, case studies and practice to master the skill.

Objection handling is a crucial skill for any sales professional. At Intelemark, we understand the importance of mastering this skill in order to achieve success in sales. In this blog post, we discussed four steps to help you overcome objections: understanding common objections, employing a framework for objection handling, using advanced techniques, and preparing for and practicing objection handling. We also shared several case studies to illustrate successful strategies in action.

In conclusion, we encourage you to embrace objections as opportunities for learning and improvement. Mastering objection handling is an ongoing process that requires practice and dedication. With the right mindset and skillset, you can become an expert in overcoming objections and close more deals than ever before!

Master objection handling to close more deals: understand common objections, use a framework, employ advanced techniques, practice & prepare.

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Prospecting Sales Prospecting Tools sales representatives Sales Skills Training Sales Strategies Sales Tactics Sales Team Sales Team Efficiency Sales Team Performance salespeople Scottsdale AZ Scottsdale AZetention SDR self-care self-quarantine selling to hospitals SEO SEO for Demand Generation SEO Optimization Tools shelter at home sleep Smarketing social distancing social media Social media engagement Social Media Marketing Social Media Marketing Tools Social Media Strategy Social Selling Sprout Social stay positive stay-at-home staying connected Staying Safe Strategic sales execution strategies Strategy stress Succesful Demand Generation supply chain surgery centers Surveys: Market Research & Customer Feedback surviving the new normal Talk Walker Target Audience target market Target Market Expansion Targeted Advertising Targeted Lead Acquisition targeting prospects Technological Upgrades in Hospitals technology Tele Sales Techniques Telemarketing Telemarketing B2C Telemarketing Company Telemarketing Consulting Telemarketing Services Telemarketing Strategies Telemarketing Techniques Telephone Sales Telesales Performance time management trade shows Tradeshow Support TrustRadius TV Twitter Unified Marketing and Sales Goals Value Proposition VAR Communication Vendor Assessment for Lead Gen videos warm leads webinars website Wellness white papers win back work from home work remotely Year-end revenue goals Zoom

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