When I first began learning about sales, I remember reading advice that said that we must have a way to overcome every possible objection to buying our product or service. If a prospect says, “The price is too high,” then, I was to say, “But our program includes more value than any of the competitors. You do want value, right?”
I laugh to myself even as I write this because it is so patronizing, cheesy, and transparent to a prospect to say something like that. The days of using old-school techniques to overcome objections are over. Here are three ways to overcome objections in the new market:
- Don’t: Next time a prospect offers you an objection to buying from you, don’t overcome that objection. Instead, try to understand what the prospect means by asking questions. So if the prospect says, “The price is too high,” simply say, “Help me understand what you mean by that.” And then begin digging into what they are really objecting to.
- People object to persuasion: When we try to persuade prospects, they begin to feel pressure. Old-school objection overcoming puts tremendous pressure onto prospects because we are trying to persuade. Instead, ask questions with the goal of understanding what are the core challenges the prospect is facing. Once you understand the challenges and the prospect believes you understand the challenges, you are the expert on the solution.
- Whenever a prospect objects, it’s an opportunity to discover hurt: During an actual presentation, I am constantly eliciting feedback from the prospect with little questions like, “Does that make sense to you?” When a prospect says “no,” it is an opportunity for me to dig more deeply. I would reply, “Help me understand that.” From there, the prospect is giving me information on what she needs to hear to close the sale.
By letting go of the old-school objection-overcoming mindset, we not only take pressure off the prospect, but also we take that pressure off of us to constantly push back. And most importantly, we close more sales.
Marc Wayshak is author of the book Game Plan Selling and a sales keynote speaker.