How to Handle Any Sales Objection [4 Sales Strategies]

Dealing with sales objections on the spot can be one of the most challenging parts of the job, even for pros. If you don’t know how to address a customer’s objection in the heat of the moment, then your entire sales pitch can collapse instantly.

Sales objections are issues or concerns a customer has about a product or service that prevents them from making a purchase. It can be anything from the price being too high to not understanding how the service works.

With the right knowledge and toolkit, it’s possible to become a pro at effectively handling a sales objection.

Using the sales objection handling methods in this article, you’ll learn how to keep customers interested, reassure them that they are making the right decision, and ultimately close more sales.

Types of Sales Objections

During the sales pitch, sales objections are common, and they often mean that the value proposition hasn’t been communicated well. Common sales objections fall into four categories: need, urgency, trust, and budget. 

Examples of each type of objection include price, fit, interest, and time-related issues. A sales rep must be prepared to address these objections to move forward with the sale. Types of sales objections include:

Lack of Budget

Sales experts must be creative and flexible to close the deal when budget constraints come up. For example, breaking the price into small billing options can help make the cost more manageable for a client.

Focus on the value before discussing the price. This will help demonstrate why spending money on your product or service is worth it. Make your offer flexible and ask what part of the offer your client doesn’t need can also help reduce costs. 

Price objections are common, so it’s important to be ready with an effective response. Demonstrate the value of your product/service to showing clients the risk vs. reward of investing in your solution. 

Paint a picture of where your solution will take them and how it will benefit their business to justify the financial risk they may be taking. 

Lack of Trust

It’s important to create a genuine relationship with prospects by asking questions and showing interest in what they do. They will feel more at ease talking about their needs and desires due to the relationship-building process. 

Avoid seeming overly self-centered when discussing your offer. Instead, turn the conversation into a two-way street. Occasionally take it away from selling and talk about other topics.

When sales objections arise during the process, it’s important to get past them by jogging their memory or nurturing them through the sales cycle. By focusing on your company’s value in an elevator pitch, you show that you are a leader in the market. 

This will help build trust between you and the customer, which is key for successful sales conversations.

Lack of Need

If you don’t know what your prospect wants/meeds, you can’t give them a solution that will work. Take your time and look into different options to determine why your customers need what they do.

Another of these sales objection handling methods is to ask layered, open-ended questions to understand your customer and what they require. Have in-depth knowledge of their industry so that ideas and insights can be provided. 

Once you know the reason, use this chance to show how valuable the opportunity is by selling the result instead of the process. Again, this is a perfect opportunity to share knowledge with the client and gather feedback.

Lack of Urgency

Discuss the customer’s time-related hesitations (sales objections like these happen often). This can be done by telling them about the benefits and rewards of opting in immediately. Make a stronger argument for why the problem needs to be resolved urgently by including ROI, cash value, and profit margin figures.

Another way to deal with a lack of urgency is to ask the customer to share what other tasks have their attention. 

You can tell if their sales objections have merit if they respond with specific timing concerns or evasive explanations. If this is the case, it could be beneficial to make plans to meet with them later to discuss the problem in greater detail and to offer alternative remedies.

Methods Of Handling Customer Objections

There are four straightforward steps to overcoming sales objections. The problem of how to handle objections in sales is not a new one. The following sales tips have been tried and tested to overcome sales objections:

Listen Deeply

When buyers raise sales objections; listen carefully and without prejudice. This means avoiding the urge to act quickly and taking the time to understand what the buyer is saying. 

Show that you are paying attention through your body language if you are on a video call and what you say. Also, ask permission to learn more about the buyer’s sales objection. This will help you understand their problem better before you offer a solution.

Listen to these sales objections without reacting defensively; instead, stay focused on the business problem and listen with intent.

Once you’ve heard everything, restate the problem as you see it. It’s acceptable to ask, “What else?” if you want to know more. or “Why?” If you take the time to do this, you can better understand the buyer’s concern and respond appropriately.

By taking the time to listen carefully, you’ll be better able to handle any objections during negotiations and reach a solution that works for both sides. You’ll show that you genuinely pay attention to what they are concerned about.

Respond Accordingly (to the real issues)

When answering sales objections, begin with the most important one. This shows that you care about the customer’s problems and are willing to work with them to find a solution. Make sure your answers are clear and to the point so you don’t confuse or overwhelm them.

Try your best to address any issues right away (if you can). This is one of the sales objection handling methods that will show your commitment and help them trust you. Agree that the objections your prospect brings up are valid.

Empathy and understanding can go a long way when closing a deal. Suppose you don’t take their sales objections seriously. In that case, you probably won’t be able to persuade them of the value of your product or service. Lastly, if you have the power to handle an objection yourself, do so. If not, explain that you need to run it up the flagpole and set up a time to discuss it again.

Overcoming Sales Objections By Confirming Understanding

Confirming that you understand is a key part of the sales process. It’ll ensure that everyone is on the same page. Ask clarifying questions during your sales pitch to find objections that were not mentioned. 

Restate the objection in this process to demonstrate understanding and enhance credibility. When paraphrasing your customer’s concerns, be concise and accurate. 

Ask open-ended questions to get more information about their needs and wants, and then summarize and repeat their objections. This will help you confirm your understanding of their sales objections before moving on to the next step in the sales process. Finally, ensure you ask if your summary of their objection is correct, so there is no confusion or misunderstanding. 

Best Tips From Scaling With Systems Sales Experts On Ways To Handle Customer Objections 

Closing deals with clients objecting to work with a third party

If a client does not want to work with a third party, don’t ever play the game of “How are we different?” Instead, you should leverage the benefits of the third party and inform the prospect that this is just a small percentage of what Scaling With Systems can do for them.

Handling clients who wish to consult with family before closing the deal

When a client wants to consult with a spouse or family member, you need to ensure that the prospect understands that the service is specifically for them. Most of the time, they don’t even need to talk to their spouse; they need to take a little more time to assess and use that time to talk themselves out of something they want. 

You do not let them get off that call; you loop back around and ask them if their spouse would be happy with them doing this for themselves and use that as an opening to go a bit more in-depth.

Handling clients who wish for a lower pricing quote

If a client says, “that’s more than I thought,” and that they are willing to invest half of what is being asked, an initial reply could include saying, “I did not know that there was a ceiling on what you are able to invest in yourself.” Then work your way around to include an offer of a guarantee to give the prospect a feeling of security so that they will be willing to close.

Handling clients who reject offers after getting all details

If, after you have given them all the information, they say they do not have the time, ask them what’s happening in their day that they cannot eliminate. Point out that moving something around in their day would mean they could work on building something for their future.

You remind them that they want to grow and that if they look forward, they can achieve. Make it personal by throwing in my journey with Scaling With Systems as an example of working consistently toward something you want.

Pro Tip! When you are scaling your operations, hiring a sales team is going to help you take more prospects through the sales process. Learn more about how to hire a sales team in this article next.

Key Takeaways: Handling Objections In Sales 

Sales objections are not an absolute no. You can sway your customer’s mind by using the four steps outlined in this article. Some key takeaways from this article:

  • Loop back to something the customer said to highlight how the good or service is beneficial and timely.
  • Do not stick to objection scripts but tailor each call, video call, or sales meeting to each potential client. 
  • If you do not have an immediate answer for a customer’s sales objection, buy time by asking the question they asked back to them to be able to reply effectively.
  • If someone is saying they do not have time, remind them that scaling is what they want and that they must take steps to make it happen.

Common Sales Objections Questions: FAQs 

What is ‘sales objection?’

‘Sales objection’ is a term used to describe a customer’s resistance or hesitation when considering a purchase. It can be expressed in different ways, such as asking for more information, expressing doubts about the product or service, or simply refusing to buy. Objections are a normal part of the sales process and should not be taken as a negative or an absolute no.

What are the 4 P’s of objections in sales?

The 4 P’s of objections in sales are Personalization, Perceived Value, Performance Value, and Proof. These are the points where customers hesitate to purchase or buy in. These are also some key points that a sales rep must focus on to close a sale.

What are the types of objections in sales?

There are two main types of objections: those based on facts (substantive) and those based on feelings (psychological). Substantive objections are based on what the customer knows about the product or service, such as the price, quality, features, etc. Psychological objections are based on the customer’s feelings about the product or service, such as trust, comfort level, etc. 

What are the sales methods of handling objections?

Acknowledge the Objection: The first step in handling an objection is acknowledging it and showing that you understand the customer’s concern. 

Ask Questions: Asking questions can help you better understand the customer’s objection and provide an opportunity to address it.

Offer Solutions: Once you clearly understand the objection, you can offer solutions that address the customer’s concern and move the sale forward.

Reiterate Benefits: Reiterate the benefits of your product or service to help the customer understand why it is the best choice for them.

Final Thoughts On Overcoming Sales Objections

It can be hard to get past sales objections when working with a new prospect. Unfortunately, quite a few greener sales reps view sales objections as a call to battle, leading to poor handling. However, they can be good when broken down and approached correctly, as they help build a relationship with your client.

If you know the four sales objection handling methods, you’ll have the tools and knowledge to sell anything successfully while building relationships and ensuring your customers are happy.

We help businesses and individuals find the right customers to grow quickly and scale their operations. Scaling With Systems will work with you to develop a profitable client acquisition strategy.
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