Overcoming Objections In Sales – a Data-Driven Approach
Even if you spend hours researching your prospects tailoring your sales messaging, and perfecting your pitch… Prepare to face objections.
An unexpected objection can stop a salesperson dead in their tracks. Although an accepted part of the sales process, newcomers may still struggle to keep a sales conversation going.
As a sales rep you need to think about what comes afterwards. Knowing how to handle objections to deliver your messaging. Even if a prospect might not be interested at the time… successfully conveying your company’s offering as a solution to their business problems might put you first in line when they someday go looking.
In our latest blog, we explore a data-driven approach to objection handling. We’ll explain what you need, from preparing cold calls and researching prospects, to dealing with those surprise rebuttals.
Stay one step ahead of objections
Sometimes a prospect just disagrees with the price, requests additional features or sees little use for a product or service. It’s completely natural. Sales reps need to have prepared responses to hand that can be delivered with confidence.
Active listening is a key skill in any great seller’s arsenal. Instead of waiting for a gap to plug with sales messaging from a script, take time and make sure you are being attentive. Help your prospect feel your genuine interest in their pain points and business needs. Answer their open ended questions – no matter what they’d be.
To become a master in handling common sales objections you need to be ready, as if you’re expecting the objection to come at any time during your sales outreach. Removing that surprise factor allows you to maintain composure and have a response ready for any rebuttals that may come your way. This is learned through experience and researching your prospects, though also requires resilience.
Here are five sales tips on overcoming objections to get us started.
Here are five sales tips on overcoming objections to get us started.
Don’t rush. Try to listen and understand the objection instead of making assumptions. The last thing you want to do is potentially make the wrong response to their rebuttal.
Discover Pain Points
Take time to get to the real root of their problem. If you can do this within the same conversation, it shows that you are listening and genuine in attempting to help understand their issues.
The more tailored and personalized you are in your response, the less resistant your prospect will be.
Even if you deliver what is a “successful” response, make sure you confirm with a prospect that you have satisfied their concerns. Follow this up by asking if they have additional queries about your offering.
Create an objection management document. We’ll cover this in more detail later!
Encountering Objections: What Comes Next?
Types of sales objections fall into different categories, each type requiring a different response. These include:
- Your prospect may be too busy to talk
- They may not interested in your product or service or say they don’t have time
- You may not be able to deliver what you are selling within the required timeframe
- They might not understand how it can benefit their business
- Your product or service may be too expensive for their budget
- They may already buy from a competitor in your market
- You might be talking to someone who isn’t a decision maker
Already, you can start to see how you might be able to respond to some of these rebuttals. If your prospect is too busy, you can offer a follow-up at their next convenience. Chase them up, employing a touch pattern that aligns with their Ideal Customer Profile (ICP) for the best chance to re-engage them.
If your prospect doesn’t have the budget…
Highlight the value proposition of your product or service and how cost-effective it is. Make them understand that what you are offering is a good deal. Be transparent with your pricing. Provide a discount or adjust features to help them find a more favourable price point.
If your prospect doesn’t have the time…
This indicates that they may not be aware of a problem you can help them solve. Use your research on the prospect. Highlight the challenges common in their industry. Specify how your solution can help, using relevant case studies, marketing collateral, and other resources.
The Power of Awareness
When making your sales pitch, you should already have an awareness of competitors working in your industry. So when a prospect objects, you will know which of your company’s strengths to directly compare to their weaknesses. Whether that’s value, purpose, or another element buyers in your industry focus on.
Knowing who is responsible for making purchasing decisions at a company isn’t always instantly clear. Even if your contact isn’t a decision maker, you should still build trust with them. They may be reluctant to do so, in which case provide them with tailored content about your product. There’s a chance your contact will then circulate this information which could lead to a response later down the line.
The worst objections are those that don’t provide any context. A hard no with zero explanation is not only a lost sale but a lost opportunity to get your foot in the door. It’s important to remember that objections = feedback.
Being ignored or dismissed by a prospect won’t give you insights that can then be actioned in your next Sales Play. If a prospect objects, always attempt to politely get a response from them as to why they don’t want to buy with you. This creates a direct form of feedback that you can collect, helping you to better communicate the value your solution has to offer them.
Overcoming The Sales Objections: How To Use Data
Being able to mentally steel yourself is a valuable skill in overcoming objections. What’s more effective is knowing how to respond and steering the conversation back towards a potential closed sale.
Knowing your buyer can offer an additional layer of insight. An in-depth insight of ICP gives you a better overview of who you are reaching out to, their role within a company, personal traits, and how they can be best engaged. This, combined with the objection management document, will give you a conversational compass to steer you through your sales outreach.
Still unsure of how to respond to certain objections? Ideally, your inside sales team should have a process in place, allowing you to exchange data with the members of your team to establish the best approach. The more data you log as a team, the better you will be able to pinpoint the way to handle rebuttals.
It’s also important to rehearse your responses. Don’t worry, this isn’t broadway – you don’t need to memorise pages of script, word by word in front of a mirror. The goal here is to deliver your response as clearly as possible.
Make sure they aren’t too long or contain too much jargon for your prospect to process. If you can read these back confidently, in a way that doesn’t feel scripted or as though you are shifting focus away from the conversation, you have a greater chance of overcoming their objections.
For new sales reps, the idea of handling sales objections back to back can be stressful and daunting. As we’ve established throughout this blog, these same objections are an essential resource in helping your sales performance.
By collecting data on your prospect and their reasons for objecting, you are able to craft and hone responses to their rebuttals, improving the success of your process.
Not sure why you still aren’t booking quality appointments? Our sales experts at InsideOut want to help. Having tested sales messaging across many markets and industries, we have the experience needed to help you minimize and overcome your objections.
Our vision is to unlock the potential of every great sales and marketing idea. We ensure that the messaging and strategy you think is going to work, but have not had the resources or opportunity to experiment with, gets refined, effectively deployed, and scales revenue.
With no negative impact on your existing sales pipeline, InsideOut can plug directly into your outbound sales organization. We operate as your innovation team, providing a facility to test and experiment with something new. Think of us like the “Inventing Room” from Willy Wonka and the Chocolate factory,
Looking to think of your new sales and marketing messaging in a new light?
Get in contact with our sales experts today.
Originally from Iver in the United Kingdom, which she will proudly tell you is near where the Queen lives, Christina moved to the U.S.A. in the early 2010s before founding InsideOut in 2015. Fast forward 12 months to 2016 and InsideOut had 150+ employees and a 7,500 square-foot facility based in Florida! With 25+ years in sales and operations, the majority of which has been at board level, those who have met Christina would agree that she strives for operational excellence on a daily basis, consistently working to develop the individuals at InsideOut and help them unlock their full potential.