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What are the most effective strategies for overcoming objections to product features and benefits?

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As a sales engineer, you know how important it is to showcase the value of your product to potential customers. But sometimes, you may encounter objections to your product features and benefits that can derail your sales pitch. How can you overcome these objections and convince your prospects that your product is the best solution for their needs? In this article, we will share some of the most effective strategies for overcoming objections to product features and benefits, based on the principles of active listening, empathy, and evidence.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training…
Dhruva Dave

SDE - 2 @ Bank of America | Python | AWS | Data Science | ML | System Design | Problem Solving
Galen Holliday

· Senior Sales Engineer · Automation Specialist · Low Code No Code Platforms

1 Understand the objection

The first step to overcoming an objection is to understand what it is and why it matters to your prospect. Don't assume that you know the answer or that you can dismiss it easily. Instead, ask open-ended questions that allow your prospect to explain their concerns and motivations. For example, if they say that your product is too expensive, you can ask them what their budget is, how they measure the return on investment, and what alternatives they are considering. By understanding the objection, you can tailor your response to address it more effectively.

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Dhruva Dave

SDE - 2 @ Bank of America | Python | AWS | Data Science | ML | System Design | Problem Solving
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First of all you need to understand the why factor and motivation behind the product. Ask the questions about the product. How we can improve as a team and deliver better. Consider everyone's option.

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Galen Holliday

· Senior Sales Engineer · Automation Specialist · Low Code No Code Platforms
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There is nothing wrong with objections and in many cases, it provides an opportunity to learn about the customer's challenges. For example, what approaches have they taken previously to the solve the problem, is this a critical feature or requirement, does the ROI and value not match up to his expected results and why, or maybe we touched on an issue he doesn't believe can be solved and is challenging your approach? If it is critical, you can then prioritize a solution in order to work with the customer to quantify his issue based on the original objection with a mutually agreed approach and solution.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training, Coaching, Consulting
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The first step is to show appreciation to the person raising the objection. Now, the objection is 'at the table', and you can do something about it. If they didn't mention it in your demo, they would have talked about it when you were not around. You wouldn't be able to do anything about it. Say: "Thank you for raising this concern." And then you continue by asking for more information to be able to reduce the scope of the concern or at least get a better understanding of how to deal with it. Side effect: you'll gain some time to think about how to deal with it.

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2 Acknowledge the objection

The second step to overcoming an objection is to acknowledge it and show empathy for your prospect. Don't argue, interrupt, or criticize their point of view. Instead, use phrases like "I understand", "I appreciate", and "I hear you" to show that you are listening and that you respect their opinion. By acknowledging the objection, you can build rapport and trust with your prospect and avoid creating a defensive or hostile atmosphere.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training, Coaching, Consulting
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Use the feel-felt-found technique. I understand you feel this way. Our customers, when they were prospects, felt this too. After implementation of the software, they found that ... (it is not complicated, too much), in fact, they appreciated that ...... (all information is on one screen, it is crucial to their customers). Stand next to your audience, and show that you understand. Don't become defensive.

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3 Answer the objection

The third step to overcoming an objection is to answer it with relevant and compelling evidence. Don't just repeat your product features and benefits or use generic statements. Instead, use specific examples, case studies, testimonials, or demonstrations that show how your product can solve their problem, meet their needs, or deliver value. For example, if they say that your product is too complex, you can show them how easy it is to use, how it integrates with their existing systems, or how it provides support and training. By answering the objection, you can highlight your product's unique selling proposition and differentiate it from the competition.

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4 Confirm the objection

The fourth step to overcoming an objection is to confirm that you have addressed it satisfactorily and that your prospect has no further questions or concerns. Don't assume that they are convinced or that they are ready to move forward. Instead, ask for feedback, confirmation, or agreement using phrases like "Does that make sense?", "Do you have any other questions?", or "Are you comfortable with that?". By confirming the objection, you can ensure that you have cleared any doubts or misunderstandings and that you have moved your prospect closer to the buying decision.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training, Coaching, Consulting
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I'm not sure if this is the right approach. It is tough to convince the person with the objection that they got it wrong. That should not be the goal. The goal is to neutralize the objection. I typically ask: "Any additional questions?" and look at the rest of the audience to steer away the attention from the objection.

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5 Advance the sale

The final step to overcoming an objection is to advance the sale and move your prospect to the next stage of the sales process. Don't wait for them to take action or to ask for the next steps. Instead, suggest a clear and specific call to action that will move them closer to the purchase, such as scheduling a demo, requesting a proposal, or signing a contract. By advancing the sale, you can maintain momentum and urgency and avoid losing the opportunity to a competitor or to inertia.

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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?

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What are the most effective strategies for overcoming objections to product features and benefits?

1

2

3

4

5

6

1 Understand the objection

2 Acknowledge the objection

3 Answer the objection

4 Confirm the objection

5 Advance the sale

6 Here’s what else to consider

Sales Engineering

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What are the most effective strategies for overcoming objections to product features and benefits?

1

2

3

4

5

6

1 Understand the objection

2 Acknowledge the objection

3 Answer the objection

4 Confirm the objection

5 Advance the sale

6 Here’s what else to consider

Sales Engineering

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