In our last post, we looked at the seven objection types. We reviewed the type, the percentage they make up from the whole, and examples of what someone might say when experiencing uncertainty in these areas.

Today we’re going to look at strategies for overcoming objections in sales and addressing the uncertainty that your prospect is feeling.

I’m going to share three things you need to work on to build certainty. This isn’t a script where you need to use specific words: It’s a guide that will help you create and develop language patterns around these topics to address uncertainty.

Handling Objections in Sales

Here is a guide that will help you address the uncertainty your prospect is feeling, based on the type of common sales objections you may face.

Price Objections

Description: Concerns about the cost of the product or service.

Strategy:

• Highlight the value and ROI of the product.
• Break down the cost over time.
• Offer financing options or discounts if feasible.

This doesn’t mean explicitly telling the person the ROI and value of the product. It means sharing a story, example, or research-backed data point that builds certainty.

For instance, everything we share in our own course is based on proven research, and there are actual studies that back up our guides or data points that are verifiable. Sharing proven facts will build certainty with your prospect as well.

Think about verifiable examples you can use to respond to any type of uncertainty and you’ll properly address your prospect’s objections.

Sample Response:

“I understand budget concerns. However, when the U.S. Department of Defense studied our system in six of their deep water nuclear subs, they found that only our software met the standard for long-term savings and increased efficiency. Imagine three years from now when our solution has already paid for itself and it begins to actually add to your bottom line for the next five to seven years.

Need Objections

Description: Doubts about the necessity of the product or service.

Strategy:

• Emphasize the problem-solving aspects of the product.
• Share success stories and case studies.
• Ask questions to uncover latent needs.

Urgency Objections

Description: Hesitation about the timing of the purchase.

Strategy:

• Create a sense of urgency by highlighting time-sensitive benefits.
• Offer incentives for quicker decisions.
• Stress the costs of inaction.

Trust or Credibility Objections

Description: Concerns about the reliability of the product or the company.

Strategy:

• Provide testimonials, reviews, and case studies.
• Offer free trials or demonstrations.
• Share your company’s track record and credentials.

Authority Objections

Description: Issues with the decision-making authority.

Strategy:

• Identify all stakeholders early in the process.
• Offer to present to other decision-makers.
• Provide comprehensive information that can be shared with others.

Fit Objections

Description: Concerns about whether the product or service fits their specific needs.

Strategy:

• Customize the presentation to show how the product meets their specific needs.
• Demonstrate flexibility and adaptability.
• Provide examples of similar clients who benefited.

Comparison Objections

Description: Comparisons to other competitors or solutions.

Strategy:

• Highlight unique features and benefits that competitors don’t offer.
• Emphasize your product’s superior value and customer service.
• Provide side-by-side comparisons.

Understanding and preparing for common sales objections, will significantly improve your sales effectiveness and close rates. You’ll be able to prepare responses that address concerns directly and constructively. This paves the way for more successful sales interactions.

People decide on emotion, then they justify with logic. Understanding their emotions is critical and it helps you connect with them, building greater rapport and trust.