7 Strategies for Overcoming Objections in the Sales Process

Any sales process you encounter will naturally include objections. Rarely do sales conversations seamlessly go from initial interest to an objection-free sale. As such, it’s vital to your sales success that you learn the art of overcoming objections.

What are the two main objections you’re likely to see? Time and money. Prospective clients or customers may feel that the current moment isn’t ideal for them to proceed with a purchase or commitment, or they may believe that the cost of the purchase or commitment is excessively high.

Luckily, both objections—and any others—can be overcome with the right sales strategies. It all starts with overcoming your potential clients’ or customers’ fears.

As Heleen Westerhuijs, Sales Executive Coach at Arootah, explains, “Receiving resistance [in the sales process] is nothing more than a person’s recognition that they are moving away from where they feel comfortable. The solution can never be to convince them that their fears aren’t realistic. Whether their fears are financial, time, or otherwise, you cannot talk them into releasing them. You can, however, talk them into feeling safe being with you in that moment. Next, take a mental note to continue to reach out about your product or service. They will then move toward the safety you provided, and the moment to close the deal will naturally present itself. Your talent and expertise lie in recognizing where they’re at in their ‘purchase journey.’”

So, what does overcoming concerns and talking to the client or customer out of their fear look like? Here’s how to use your sales influence to overcome their resistance.

1. Recognize and Validate Objections

Demonstrating active listening and empathy, hallmarks of someone with strong emotional intelligence, is crucial in addressing client reservations. It’s essential to actively listen to their concerns and try to understand them, acknowledging them aloud.

Following this, it’s necessary to empathetically validate their reservations, conveying that you understand their situation and want to help. Use statements like, “I understand that investing in this service feels like a big step.” This validation builds trust and opens the door for further conversation.

2. Build Rapport and Trust

It’s much easier to overcome issues if you’ve built rapport and trust with the potential client. Creating a safe, comfortable, friendly environment for your clients and customers is key from the beginning of the sales process.

Before you try to sell the client anything, ensure they feel heard and understood. Resistance will naturally dissolve if you can build a genuine connection this way.

3. Address Financial Concerns

As mentioned, finances are one of the most common objections you’ll hear during the sales process. As such, be aware of any budgetary issues your client may present. Do you know that the client has a limited budget? If you can determine these potential objections, you can decide how to handle them so the solutions are ready.

Make your chosen solution as easy to grasp for your client as possible. Break down cost and value in simple terms. Use phrases like, “I understand the investment seems high, but let’s look at the long-term financial benefits.” Then, have exact data and examples to back up your claims.

4. Overcome Time–Related Objections

After finances, time-related objections are among the most common objections sales teams see. Try to anticipate your potential client’s time-related concerns and have solutions ready via flexible options and timelines. Make time a non-issue for the client by doing everything in your power to reduce the time needed on their end. Use phrases like, “We can tailor the implementation process to fit your busy schedule.”

5. Use Evidence and Testimonials

As discussed, sales objections are nothing more than fear, and a great way to alleviate fear is by using social proof. Use case studies and testimonials from other successful clients to show your potential customers that they, too, can succeed if they’re willing to overcome their fears.

6. Reframe Objections as Opportunities

If you’re still getting objections, consider what you might not understand. Use your client’s objections as a means of gathering more information that you can then use to finetune the sales process to your client’s needs. Ask open-ended questions regarding objections, such as “Can you tell me more about your concerns?” This provides insight and demonstrates your empathy and commitment to meeting their needs.

7. Follow–Up and Nurture Relationships

Regardless of the sales outcome, it’s vital to maintain contact with your prospective client and cultivate the relationship. Avoid giving the impression that the connection you established was insincere by neglecting them after they’ve decided whether to sign on the dotted line or leave without making a purchase.

Incorporate routine client follow-ups into your schedule to keep the engagement alive, which could lead to the desired sale or even future transactions. However, when checking in, don’t limit the conversation to their readiness to make a purchase. Instead, provide value by sharing fresh insights and updates and show genuine interest in their achievements and obstacles.

Your persistence will pay off.

The Bottom Line

Mastering the art of handling issues isn’t just a skill — it’s a necessity. Imagine transforming every “no” into a stepping-stone toward “yes.”

Financial, time-related, or otherwise, sales objections are a sign of fear, but that fear can be overcome with patience, persistence, and the above sales techniques. Bookmark this page for later referral, and to learn more proven sales tactics from experts, attend our upcoming High-Performance Sales Strategy Webinar on 8/27 at 12 P.M. EST.