The Objection Game

With summer holidays approaching, many salespeople often use this period as an excuse, claiming that customers are on vacation. Over the next four weeks, we will delve into the sales strategies of a company to understand how we can enhance the closing rate.

Today, let's analyse the objection game.

Handling objections is a crucial and decisive step. It is the last hurdle before signing a contract. It is one of the most delicate parts of the sales cycle and often scares many salespeople. However, we have to face it, and it is essential to be prepared as early as possible in the sales process.

There are several techniques for handling sales objections; here are a few that I like to use.

A) Overcoming Client Objections and Turning Them into Opportunities

To overcome objections and turn them into opportunities, you must understand the motivations behind these objections. You need to decode them to adapt your approach and offer more personalized solutions.

Customer objections such as "it's too expensive," "this is not the right time," or "I need more information to make a decision" are usually just the visible part of the iceberg and often hide deeper concerns. In this case, you need to continue asking more relevant questions to understand the real issue behind it.

Rather than seeing objections as rejections, you should seize them as opportunities to demonstrate your expertise and added value.

• Reformulate the objection in your own words to show that you have understood it.
• Ask an open-ended question to let the customer express themselves.
• Provide a solution to strengthen your credibility and added value.

By turning your objections into opportunities, you will increase your sales and build strong relationships with your clients.

B) Mastering the Art of Perception

Far from being obstacles, client objections are valuable signals indicating their interest in your offer.

Objections can arise from different aspects. There could be a misunderstanding of your offer by the client, a lack of commercial conviction, or often just a reflex of contradiction.

To do this, you must be able to manage the origin of your objection to handle it effectively.

The first thing to implement is your mindset. You need to accept the objection that comes up; don’t get defensive! Don’t try to respond right away but rather focus on: "I completely understand, Mr. Client, that's why I'd like to delve deeper into this topic with you." Start by reformulating the objection in your favor and in a positive manner.

Then, if needed, break down the objection into smaller, more manageable elements so that you can provide immediate and concrete solutions to the objection.

Finally, start with the most sensitive point, the most important one for the client. By applying this approach, you demonstrate to your client that you can quickly solve essential problems.

C) Identifying the True Motivations of the Client

You need to identify baseless objections. A large part of the objections I have encountered in my career are actually just the result of a lack of interest or a reluctance to commit. As I keep repeating, you need to identify them as early as possible in your sales cycle. Ideally, during the first discussion with your prospect to avoid wasting your time and energy.

When you are faced with a real objection, here are the steps to follow:

• Listen actively and pay attention to details.
• Accept the objection and reformulate it positively.
• Ask open and stimulating questions.
• Identify key elements and find suitable solutions.
• Verify understanding and confirm agreement.

This last point, which I haven’t addressed yet, is essential. Before you can close a sale, you need to check if your client has shared all their objections and if their concerns have been resolved. As long as a doubt or question remains, you will be unable to finalize your sale.

If you want to master objection handling, here is what I advise you to do:

• Write down every objection you receive from a client.
• Write down how you handled it, the response you gave.
• Analyze your response and work on improvement. Did you understand the objection correctly? Did you ask open-ended questions? Did you identify the real problem?
• Improve your approach for next time.

By writing down all the objections you receive, you will find that many of them fall into the same category of responses you can provide.

Mastering the art of handling objections is essential for any salesperson looking to close more deals and build lasting relationships with clients. By understanding the motivations behind objections, perceiving them as opportunities, and accurately identifying true client concerns, you can turn potential barriers into stepping stones for success. Remember, each objection is a chance to demonstrate your expertise, showcase your value, and provide tailored solutions that meet your clients' needs.

Ready to elevate your sales game? Start by documenting and analyzing the objections you encounter, and refine your approach with each interaction. Embrace objections as opportunities for growth and connection. Take the first step today – transform objections into your greatest sales advantage!

Are you eager to improve your sales skills and overcome objections with confidence? Comment this article and get a 50% discount on my new book: The Ace of Sales