OBJECTION HANDLING: 3 TIPS BEFORE MAKING YOUR NEXT CALL

So, you're trying to close a deal, but that prospective client just won't budge. 

They have all the objections, concerns, and questions, and you freeze and after a while, you might even give up. 

Of course, not every single person will buy into your service, but also, not every single person who is originally sceptical will stay sceptical. I recently wrote an article about negotiating, but how you handle objections will dictate whether you even get to the point of negotiating. 

But how do you object convincingly, remain polite, and build a relationship all at the same time?

In this blog, I’ve broken this down into 3 easy tips, with examples, to help transform your approach to turn your most uncomfortable part of a call, into your most confident.

Listen and Empathise WITH THE PROSPECT

I speak about this a lot. Sales isn’t just about talking, it’s also about listening. 

When you start pitching your service and the person on the other line instantly comes back with 10 objections, concerns, and questions, whilst comparing your service to a competitor's, your first instinct is to interrupt and give point after point about why it’s so amazing.

But there’s a lot you can gain from pausing and letting the other person give their objections. Yes, it can feel demoralising, but it’ll feel even more demoralising if you give a response that is irrelevant to their objection… because you haven’t listened to it.

By listening, you can build not just understanding but empathy. This might not be the right time to bite back with a stat about your company. But, it might be the time to have a personable conversation about their business’ current situation and ask questions to show you care and give you more insight on how to respond and link it directly to what you’re selling.

Prospective Client: "I'm not sure if your product/service can solve my problem."

You: "I completely understand your hesitation. May I ask what sort of roadblocks you’re currently facing?”

Prospective Client: “Well, right now we’re struggling with XYZ and it seems that no amount of X is solving it. So right now our main focus is to…”

You: (Firstly express your understanding, have a casual conversation and let the prospect know you’re empathetic and genuinely interested. Then go on to say…)

“Many of our clients had similar concerns, namely X company who I worked with last year…”

Go on to explain their problems and how they were also sceptical of trying out a new service. Then use that to tell a story about what success they encountered by using your service.

Remember, people love stories, especially success stories that resonate with their own situation.

Address Competitors DURING YOUR CALL

When faced with concerns about price or competitors, it's essential to address them head-on. 

Maybe they say something like:

“I work with X company and they offer me a decent service that’s far cheaper and trusted by loads of businesses worldwide.”

Instead of immediately justifying the cost, acknowledge the concern and ask questions about the competitors:

• Have they worked with them in the past?

• What were the results like?

• Did they face any setbacks or issues when working with them?

• What’s their ideal product/ service that will make a huge difference?

Use those responses to highlight the unique value your product/service brings. Whether it’s superior quality, exceptional customer service, a dedicated Account Manager that will provide consulting and regular insights and trends, or other exclusive features that are unique to your company. Showcase your expertise and make them see the value they'll gain by choosing you.

Give Social Proof OF YOUR BUSINESS AND SERVICE

The classic, "I'm not sure if I can trust your company. I've never worked with you before."

Trust is a big deal and you don’t want to brush over this statement.

You could go straight in by saying, "I completely understand your hesitation. Trust is a big deal, especially when considering new partners. Let me share some testimonials from our clients who were also sceptical about us..."

But you can also build trust in plenty of other ways:

• LET THEM SPEAK: Let them ask in-depth questions about the company’s success and the clients your team has worked with in the past

• GIVE THE BACKSTORY: Speak about the company’s beginnings. Maybe there’s a compelling story of why the Founder decided to launch the business. Maybe it was for a passion for the industry or their own experience with feeling stuck or conned by other businesses

• TAKE YOUR TIME: Take time to build a genuine relationship with the prospect. Maybe this means not instantly selling to them on that call, but setting up another meeting to go for a coffee or just speak on the phone.

By doing these things, you will show people that you’re personable, you’re passionate about what your company does, you care, and you’re interested in building a genuine professional relationship with them – not just making a quick deal.

- Written by Shannon Matthews

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