Sales Science Series #3: Overcoming Objections

Every buyer is hesitant before making a purchase, and when a buyer says “no,” you may be tempted to give up. But don’t throw in the towel just yet! An objection is a chance to understand your customer better – they’re trying to express a real concern, and by leaning in instead of stepping back, you can strengthen the client-seller relationship and land the sale. So next time your customer hesitates about making a purchase, try these tips!

1. Actively Listen
You asked the customer questions to understand what they’re looking for, you delivered a customized your pitch, and you think you nailed the deal…but your client still has hesitations. As your client speaks, your mind is spinning – “What should I say next?” “How to I phrase my response?” “What can I tell my customer to change their mind?” Sound familiar?

Instead of focusing on how you’re going to counter your client’s objections, actively listen to what they’re saying. Don’t make assumptions and jump in right away – give the client enough time to fully voice their concerns. As they’re speaking, note how the customer is speaking and mentally note each of their objections. Make sure your body language and tone also show you’re actively listening.

2. Understand the Objection
Some customers may have trouble voicing their real issue, so you need to make sure you understand the true reason behind their hesitation. Ask questions, repeat back their concerns, and fully explore the issue to make sure you understand what the customer is worried about. Make sure you don’t sound defensive here – you want to show the customer you care about what’s important to them.

3. Respond Appropriately
Handling an objection is a conversation, not a debate. Long-winded responses can come off as insincere, so keep your responses concise and to the point. Instead of diving into a lengthy explanation of why your client should buy channel letters from you, respond in a concise way that addresses their most important objection first. If you need more information to adequately respond to their concerns, let the customer know you’ll look into the matter and get back with them – don’t wing it or give out possibly incorrect information!

4. Confirm You’ve Addressed Their Concerns
Once you respond to the client’s objection, check in with the customer and see if they’re happy with your solution. If they’re still not on board, this step can give you the opportunity to uncover additional objections or provide a more in-depth explanation. If additional objections arise, continue to follow these steps until you’ve fully uncovered the root of your customer’s concern.

Now that you’ve addressed your client’s concerns, it’s time to close the deal. Check back soon to read the last installment in our Sales Science Series to learn the final step in landing the sale!