Working with objections and rejections

Being rejected by a potential customer is not a pleasant experience. You've done your research, you've managed to get the audience, you've prepared with strong arguments and presented them convincingly. You're in a good mood and expect to close the deal and win the customer, but then you hear the terrible "NO!". No, we are working with another supplier and are satisfied. No, your offer is too expensive. No, we don’t need your product. And no, there no one else to see.

This can have a negative impact on the salesperson's self-perception, especially for those just starting their careers. Some conclude that they are not good at closing deals, or even give up on their sales career altogether. Dealing with objections and rejections is a crucial skill. Let's see what we can learn from previous generations about this topic.

Nobody likes to be rejected, and salespeople are no exception. But professional salespeople know that there's nothing better than turning a “difficult customer” who likes to say no into one of your best and most loyal customers. That's why every "no" you hear is a potential building block for your success. Working in sales doesn’t mean that you have to grow a thick skin and become immune to negative emotions, but it does mean that you have to control your emotions and practice understanding others.

What does "no" mean? What is the potential customer trying to tell us by saying "no"? Let’s look at it from the perspective of an experienced salesperson.

No = No. You may be wrong in qualifying this prospect. They may have no budget for your product, maybe they are going out of business, or there are a number of other things you didn’t know.

No = Yes. A professional buyer may agree with your arguments and like your product and still say "no", just to see how you will react and if it's possible to get a better offer from you.

No = I’m afraid to change. You can offer the right product at the right price and still get rejected. The decision to work with a new supplier comes with risks. The buyer may not be willing to take on the responsibility.

No = I can’t make a decision. There are a number of concerns or competitive information that you have not been able to clarify.

* No = There are a number of other things you can learn and understand if you encourage the buyer to express their concerns and objections.

Unless it's the extreme case that the buyer doesn’t like the seller personally, it's usually pretty easy to get an explanation. People like to justify their actions and opinions. The potential customer will voice his/her objections, and objections are the treasure trove for a professional salesperson.

The most difficult prospects are those who remain silent. This silence leaves salespeople in the dark with no clues to guide them. True communication begins only when the prospect responds. A "no" along with a specific objection can be very revealing. It is now the salesperson's job to interpret and qualify the objection. Is it a valid objection or just an excuse? If it is an excuse, what is the true objection?

There is no universal scenario for dealing with objections, but there is a process that is effective in most cases. Learning to follow this process can make the difference between an average salesperson and a successful sales professional.

Step 1 Listen

Much has been said about the importance of listening, but research has shown that the ability to listen is still the most lacking in the business world. For a salesperson, this is not an option; you need to be a good listener if you expect to be successful in sales. If a prospect is having trouble articulating their objections, help them voice their concerns and you will not only better understand their position, but also gain their trust and respect.

Step 2 Acknowledge.

Acknowledge each objection. Pause for a few seconds before you begin to speak. You may have heard this particular objection many times before and have a perfect answer ready, but if you start talking right away, it may look defensive or even worse, that you are “talking over” your customer. A pause lets the customer know that you are noting the objection and considering how to respond. Use the pause to consider why the prospect is raising this particular objection.

Step 3 Clarify

Your job is to uncover the true nature of the objection and you do that by asking questions and carefully analyzing the answers. If the prospect tells you he's “not sure,” ask him, “Can you explain that to me?” or “Can you tell me why you feel that way?” Use phrases like “Can you elaborate?”, "Can you elaborate on that?” And so on.

There is an effective technic of? “echoing” the objection, but in a more positive light. For example, a statement such as “I don’t like this flimsy construction” can be redefined as: “You’re worried about the durability of this new lightweight alloy, is that right?” By reviewing your objections, you can dig deeper and find out the main concerns you need to address to get closer to a sale.

Step 4 Isolate

Isolate means to focus on a single objection. If the objection you just clarified is the only one standing in the way of the sale, the customer is already half sold. Continue with questions like, “If it weren't for the price, would you be willing to place an order?”“ or "If the product were available with options you need, would you be willing to buy it?” This is the golden moment: not only have you identified and clarified the true objection, but you've also won the customer’s commitment and gotten them to envision making the purchase.

If there are multiple objections, you still need to address them one by one. It can be tempting to try and address them all at once. However, that can give the impression that you don’t really care about your customer’s concerns. You need to carefully pinpoint and isolate each objection. If your company offers a competitive product or service, there can’t be too many reasonable objections. Most likely, you'll end up with two objection and your goal is to reduce them to one.

Step 5 Present solution

When you reach this step, you understand the customer’s true concern, you have received an initial commitment, and now you can offer a solution. The beauty of this moment is that you can narrow down your company's capabilities to meet the needs of this customer. It's difficult to always be the best, but it's relatively easy to tailor your offering to help the customer without jeopardizing your own profitability.

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Following this process, will not guarantee that you'll overcome all objections and close the deal, but you can gather important information and insights that will help you understand your customers, their strengths and weaknesses. And at the same time, it will help you build a reputation as a courteous and attentive salesperson.

One possible outcome is that you learn that there are no valid objections and the true reason for a “no” is, for example, that the buyer is afraid to make the decision. In this case, you should try to understand who's validation can help. This could be the technical department, the finance department, the management or an important end user.

In summary, the ability to handle objections and rejections is a cornerstone of a successful sales career. Rejection should not be viewed as a personal failure, but as an opportunity to grow and learn. By listening carefully, acknowledging the prospect's concerns, striving for clarity, and narrowing the objection, you can effectively address and possibly overcome the obstacles to a sale. Even if a "no" can't be turned into a "yes," the process itself is invaluable. Each interaction provides insights that sharpen your skills, improve your understanding of different customer profiles, and strengthen your sales strategy.