How to Handle Objections

Ask a typical salesperson how many objections they encounter and they'll probably tell you, too many to count! We have found that this is simply not true. In any sales environment, there are likely to be 5 or 6 that constitute about 90% of the objections.

Here are 5 common candidates

1. Too busy to meet / talk
2. Happy with current provider (don’t like change / fearful of a bad decision)
3. Too expensive (price)
4. No perceived benefit (poor differentiation)
5. Bad experience / perceived bad reputation

Now, before you consider responses to these objections, you should understand your prospect's context. And there are three possible contexts.

3 possible contexts

1. Your prospect is trying to avoid engaging with your salesperson and is attempting to swat them away with phrases that have had this effect in the past ( no thanks, I'm just looking ) 
2. Your prospect has engaged and has concluded that they are genuinely not interested
3. Your prospect has engaged and is raising a genuine concern

Interestingly, your salespeople only need to address the specific objection in the third context. In the first two, they can develop a standard response, regardless of the variant they encounter.The technique

Determine the contextObviously, before your salesperson responds to an objection, they must make an assumption about the prospect's context. If the context is not clear, it's safer to assume that the prospect has not yet engaged. If the context is clear, then you can jump to the appropriate sub-heading below.The prospect has not yet engagedIf the prospect has not engaged, your salesperson should simply ask the prospect to engage. Here's how they might do that.Susan. I understand you're busy (short of money, etc) so let me make this real quick. It's likely that we can save you $300 a month, but I don't know for sure. However, if I can get your answers to three simple questions, the upside will be clear for both of us. Do you mind if I go ahead and ask them?The prospect is genuinely not interestedIf your salesperson's prospect has considered their proposition and concluded that they are genuinely not interested, then your salesperson should simply up-anchor and move on.To fail to do so will annoy the prospect and build scar tissue for the salesperson.The prospect is expressing a genuine concernIn this case, the prospect's objection is relatively easy to handle. You and your team can develop standard responses to each of the common objections (or questions).For example, if a prospect expresses allegiance to a current supplier, your salesperson might acknowledge that loyalty and suggest that your organization audition for the role of back-up or number-two supplier. (Give us a complex or a rush job so you can evaluate our capabilities.)The importance of drills

It's important to understand that certain elements of the conversation between a salesperson and their prospect are sensitive, and that a salesperson is likely to perform sub-optimally unless :

1. They have standard (canned) scripts for those elements
2. They drill (role-play) those scripts reguarly

More on that in another episode of SPE Tips

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