Preempting These 2 Objections Will Help You Sell More

Preempting These 2 Objections Will Help You Sell More

My sales numbers jumped dramatically when I got good at preempting objections.

Get better at preempting objections and your sales calls won't be a battle.

Many sales professionals pray when they get to the end of a call that they don’t get any tough objections. They hope that nothing went wrong, and that the prospect will love their solution.

The issue is that they have no clue what the prospect will be concerned about. They didn’t get rid of the objections ahead of time.

It feels great to get to the end of a pitch and the customer wants what you’ve got, no questions asked. Conversely, getting a number of difficult objections can be earth shattering.

A pitch you thought (or hoped) was going well gets derailed at the last second.  You’re forced to re-start the sales process from the beginning with anew prospect.

When you get good, you’ll realize that answers to your probing questions hint to objections you’ll get later.

Every question a prospect asks could hint to a potential concern. If you’re face-to-face you might notice their facial expression or body language change. If you read the signal right, you will know what the prospect will object to.

Answering that objection throughout the call can make sure it never comes up.

Sometimes I hear sales professionals say: “well I like objections because I like the battle”.

No you don’t, and that’s the wrong way of thinking.

You may not know this, but you can have objections without them being voiced. 

Every prospect you’ve spoken to has had an objection. When an objection is expressed aloud, it means one of two things: the objection was handled poorly, or not at all.

All prospects have negative thoughts (see: objections) about your product throughout the sales cycle. If a negative thought is not expressed, it means that you did a good job of easing the prospects concern preemptively (or they don’t trust you, but that’s a conversation for another day).

voiced objection is much harder to overcome than one that wasn’t voiced. The conversation about the issue will stick in the prospects head. They won’t be able to suddenly forget their concern because it’s linked to a conversation.

If you can overcome the objection beforehand, there is no conversation. It won’t be converted to the same type of memory, because there was no discussion about it.

I’ll write more in the future about how to get good at uncovering and preempting objections. Today I want to focus on a hack of sorts.

Two objections come up consistently no matter what you sell:

1: “It’s too expensive”

2: “I’ll buy this later”

These objections transcend specific products. You’ll be handling these two objections until the day you retire.

So why not get them out of the way first?

Preempting these two objections on every sales call will decrease the amount of times you hear each objection. If don’t get the objections, you’ll sell more.

1: Tell your prospect why your solution costs what it does

It baffles my mind that more salespeople don’t do this. You’re going to show the prospect pricing at some point. Why give them so much info about the features but none about how your company arrived at the price?

The “it’s too expensive” objection is simple to preempt: tell the prospect why it costs so much.

Your company must have a reason for it’s pricing. Price usually has something to do with cost of development, marketing, shipping, parts, etc. If you can tell your client where their money is going and the value they’re getting, then your price is justified.

Sometimes the cost won’t fit into their budget, but that’s the exception.

Most of the time you get this objection it’s not because of budget. It’s because they don’t think your product is worth the money.

I was always told to ‘create 10x value’. It’s a simple concept that forces you to create a tremendous amount of value. If the customer believes your solution will create a $1M impact, they will spend $100k no problem.

e.g. “Mr. XYZ, I want to let you know before we get into pricing that we’re not the cheapest company in the industry. We fall in the upper 20% of providers for this product, because we focus on quality above all else. We put extra resources into stronger materials, and better development to make sure that it lasts longer – that’s why we have warranties of X years. When you work with us, you can feel comfortable that the product will be reliable, and won’t require any extra effort to maintain on your end. Now let me show you the quote I’ve prepared”.

2: Tell your prospect why they should purchase sooner than later

Don’t say “I’ve got a special ending this month”, or “we can’t on-board you if you don’t buy now”. When you get to enterprise level sales the customers won’t fall for that crap anyways.

A working relationship should never be built on dishonesty.

Be genuine, and tell them why you think it’s a good idea to adopt your solution right now. If they believe you, it will likely work.

If it doesn’t that’s fine – they still might buy from you later. They definitely wouldn’t have if you had spun them a yarn about how you have a deal that just so happens to be expiring by the end of the day.

Sit down and think to yourself why a customer needs your product right now. This will help you feel more confident about the objection, and give you ammo to get rid of it before it’s voiced.

e.g. “Ms. ZYX, I’d like to talk about implementation. We try and onboard most of our customers as soon as possible because of the results we’re able to deliver. You said you wanted to improve operational efficiency, and that’s what SuperProduct™ will do. We’ve had customers wait to implement, and they always regret waiting a year to become 25% more efficient. It’s up to you if you want to wait, but I know we can deliver these results for you, and that you’ll be impressed from day one”

The above paragraph contains a lot of fear of loss with no bullshit. It’s a genuine way to preempt the wait to adopt objection.

Your customer will appreciate that you’ve put your cards on the table. They know you want to sell them something. They’re smart.

There’s nothing wrong with revealing your true intentions. Prospects will respect you more for it.

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