You're facing objections from a prospect. How can you address them without risking the relationship?

Objections are simply information and an invitation to clarify or provide more value. If we approach the discovery process the right way - and listen and get into problem solving mode with our client, we'll head off possible objections early in the process. Also if we as sellers have built a case for change based on the buyer's own input and data, from their problem environment, we will have less objections.

Active listening is the key to handle objections, and ensuring the other person feels heard. Calm your tone, understand the client's concerns, and identify the type of objection: product-based, timing issues, or existing systems. Address objections clearly and clarify concerns. If resistance remains, ask for a better time to reconnect and set a reminder. Be mindful of human emotions and match their tone. Engage with the prospect periodically, every 2-3 months, and keep them updated. Always follow up on time.

Listen and Understand: Don't try to overcome objections immediately. Instead, use active listening to fully understand the prospect's concerns. Ask clarifying questions to get to the root cause of their hesitation. As highlighted in The Beginner's Guide to the Sandler Selling System, "Instead of thinking of an objection as an obstacle that needs to be overcome or beaten down, we encourage the students to think of an objection really as a gift. It's an opportunity to understand the customer's thinking and discover what might stand in the way of getting a deal done."

First and foremost you listen. Make sure that your prospect knows that they have been heard and use this opportunity to understand their needs. Don't push your product down their throat as that will only make them more defensive and you'll lose them for good. Instead, acknowledge that your product might not be the best solution for them AT THE MOMENT but it could be in the future. Ask the right questions to explore what is missing and is it something that can be addressed and as a result make your product more competitive. This will ensure that you do not jeopardise the relationship between you and your prospect and instead you might find a great future partner instead as they will feel heard and know that their opinion matters.

Listen but also challenge with unique insight. Showcase your knowledge of the market, industry or pain points to build trust.

Validate Their Perspective: Show empathy by acknowledging their viewpoint. Don't dismiss their concerns as invalid or make them feel defensive. From Never Split the Difference, "Let the other side feel victory. Let them think it was their idea. Subsume your ego." Reframe the Objection: Reposition the objection in a positive light by aligning it with their goals or desired outcomes. Solution selling requires salespeople to gain a deep understanding of their clients' pain points and then offering only those products or services that will address those issues.

It is crucial to gain a deeper understanding of the specific challenges or problems the prospect is facing by asking relevant questions to uncover their true needs. Once you have a clear picture of their issues, you can tailor your pitch to demonstrate how your product, solution, or service addresses those challenges effectively. Beyond solving their immediate problems, highlight how your offering can improve their existing processes, enhance efficiency, and contribute to their overall growth. Emphasize the long term benefits and value your solution can bring to their organization, showcasing how it can drive significant progress and success.

Provide a Solution: Once you understand their concerns, propose a solution that directly addresses their objection while reinforcing the value your offering provides. SPIN Selling recommends identifying the implications of not addressing the problem and highlighting the need-payoff of your solution

Providing evidence or testimony is critical is handling objections. If the customer is sitting on the fence to jump on any side as this could either their biggest winning bet or their embarrassment. Hence giving confidence to make them choose your solution is critical in handling objections.

After demonstrating how your solution can enhance their current processes, back up your statements with concrete evidence by sharing past success stories where you have addressed similar challenges for your clients. Describe the positive results and improvements achieved, and how clients felt after implementing your solution. Including customer testimonials can further reinforce your credibility and build trust with potential clients. Ensure that this evidence is presented in an informative and engaging manner, rather than being overly persuasive, to preserve a positive and respectful relationship with your prospects.

Case studies, client references, actual ROI cases really helps here. The evidence you provide should be easy for the person your talking with to share it with others in the organisation, especially when now multiple stakeholders are involved with buying.

They say sales is won in the follow up. Follow up with kindness, respect and ideally some further insights, which can help them in their current situation. e.g a Podcast you may have listened too, send them the exact minute point you think they will find it interesting for them. Keep email's short and to the point.