What are the best ways to improve your negotiation and objection-handling skills in outside sales?

1 Understand your value proposition

Before you enter any negotiation or face any objection, you need to have a clear and compelling value proposition for your product or service. A value proposition is a statement that summarizes how your solution can solve your prospect's problem, what benefits they can expect, and why they should choose you over your competitors. Your value proposition should be tailored to your prospect's specific needs, goals, and pain points, and backed up by evidence and testimonials. Having a strong value proposition will help you communicate your value, justify your price, and differentiate yourself from other options.

2 Prepare for common objections

One of the best ways to improve your objection-handling skills is to anticipate and prepare for the most common objections you might encounter in your outside sales process. These could include objections about price, timing, authority, need, or trust. For each objection, you should have a clear and concise response that addresses the underlying concern, provides relevant information, and moves the conversation forward. You can use the LAER model (listen, acknowledge, explore, respond) to structure your objection-handling responses and show empathy and respect to your prospect.

3 Ask open-ended questions

Asking open-ended questions is a key skill for both negotiation and objection-handling in outside sales. Open-ended questions are questions that cannot be answered with a simple yes or no, and that encourage your prospect to share more information, opinions, or feelings. By asking open-ended questions, you can uncover your prospect's needs, motivations, challenges, and objections, and use them to guide your negotiation and objection-handling strategies. You can also use open-ended questions to build rapport, create value, and confirm commitment.

4 Use silence strategically

Silence can be an effective tool for negotiation and objection-handling in outside sales. It can create tension, show confidence, and encourage prospects to reveal more information or agree to a proposal. However, silence can also be awkward or misinterpreted, so it should be used strategically. For instance, after asking a question, you can use silence to give the prospect time to think and answer. Similarly, you can use silence after making an offer or concession to signal that you expect a response or counteroffer. Additionally, after hearing an objection, silence can show that you are listening without interrupting. Finally, after receiving positive feedback or a commitment, silence can help you avoid talking yourself out of the deal.

5 Practice and get feedback

Finally, the best way to improve your negotiation and objection-handling skills in outside sales is to practice them regularly and get feedback from others. You can practice your skills by role-playing with your colleagues, mentors, or coaches, and by reviewing your past sales calls or meetings. You can also ask for feedback from your prospects, customers, or managers, and use it to identify your strengths and areas for improvement. By practicing and getting feedback, you can refine your skills, learn from your mistakes, and become a more confident and successful outside salesperson.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?