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Découvrir CockpitLet's be honest, if your prospect has no objection:
- Either they are completely convinced and eager to sign.
- Or they don’t envision themselves using your solution and want the conversation to end as quickly as possible.
An objection is a sign of interest.
The prospect has certain criteria in mind and needs reassurance on some points. It’s up to you to show them that your solution addresses their problem and that they can trust you.
Beyond the specific sales policies and techniques of companies, every situation is different. Each objection will be unique depending on the interlocutor.
The key is knowing how to handle them in all circumstances.
Above all, it’s about adopting the right posture and not getting rattled.
This article therefore focuses on a deep understanding of objections and the main best practices to know.
Table of Contents
- The power of the question to understand an objection
- Overcoming an objection: the 2 basic principles
- Handling a destabilizing objection
The power of the question to understand an objection
An objection can take various forms: a remark, a question, a forceful statement, or even a pressurizing tactic…
But all objections have one thing in common: they conceal an underlying need.
Your interlocutor has specific criteria for accepting your proposal. These check-off criteria can be technical and factual, but sometimes trust is earned when personal needs are met.
In other words, an objection can be driven by reason or by emotions.
The secret of experienced salespeople: ask questions that reveal the prospect’s hidden criteria.
If the objection is technical, such as: “Your offer does not take into account…” or “Your product is not enough…”, seize the opportunity to get precise information about their expectations.
Ask them: “What specific features are important to you?”
If the objection is more personal, for example: “Our previous solution did not suit us, we lost time and money.”
Reassure them and try to understand what is truly important in their eyes: “What didn’t you like about that previous collaboration?”
Digging deeper into the objection allows you to understand which criteria are crucial for your prospect, which benefits of your solution will resonate with them, and therefore which arguments will have an impact.
Questions are the key to creating a tailored pitch afterwards.
Overcoming an objection: the 2 basic principles
To put it simply, objections can be classified into two categories: those that are justified and those that are not.
Perhaps the objection is easy to address with evidence, but perhaps it reveals the limits of your offer. 😯
In both cases, the first thing to do is to validate the objection. Whether it is justified or not, the prospect is making a valid point.
An objection means that an important aspect for your interlocutor has not been addressed.
“You’re right to point that out” or “Excellent point” before responding or asking a question to delve deeper is a sign that you acknowledge the objection.
This applies to all objections: your prospect is correct to verify certain aspects of your solution. They are right to ensure that your solution meets their needs.
Responding to an unjustified objection
If the objection is easy to overcome with evidence of results, that’s perfect: you can once again talk about the strengths of your offer.
However, there remains a challenge: informing your prospect without making them feel directly that they are wrong. You have the opportunity to show your expertise and empathy.
For example, if your prospect has a concern arising from a past experience or a false belief, reassure them with understanding and supporting evidence.
The best approach is to share a customer’s story: “I understand how you feel. Other clients had this apprehension, but they discovered that…”
An unjustified objection is an opportunity to show that your proposal is tailor-made for your prospect.
Responding to a justified objection
Oh dear, the prospect is highlighting a weakness or limitation in your offer… Initially, the best approach is to be honest and confirm their observation.
Next, you can explain the reason for this weakness and turn it into a strength. For example, if they say, “Your lead times are too long”: explain it by emphasizing the value of your proposal: “Yes, that’s true, particularly because we receive a high volume of requests.”
Or, for the objection “It’s too expensive,” you can highlight the investment that your offer represents.
On the other hand, if you realize that the objection is truly justified, then perhaps your prospect is not sufficiently qualified for your offer… You might have needed to wait until their buying intent was further along.
In that case, take it as a learning experience to move faster next time.
Handling a destabilizing objection
Some prospects are very comfortable with negotiation and will want to test your professionalism.
That’s where the attitude you adopt becomes paramount. A certain amount of self-work is necessary to avoid getting defensive, taking the objection personally, or showing aggression; rather, respond calmly and confidently.
A perfect example is: “That’s all well and good what you’re saying… Now, prove it to me.” or any other phrase intended to “shake you up.”
The prospect wants to push you out of your comfort zone and see the human behind the social mask. Whether their intention is to unsettle you or just have fun, the best response is to play along.
Without any animosity, genuinely appreciate the prospect who challenges you. A cordial and friendly confrontation is an opportunity to build a strong connection with them.
If they challenge you, they will be delighted if you rise to the occasion. You might even enjoy meeting a prospect who pushes you to excel and return the challenge, if the situation permits: “If I prove it to you, will you sign the proposal?”
The key is to remember that a difficult prospect is an opportunity for improvement.
Once you have responded to the objection after taking the time to fully understand it.
Congratulations, you have overcome the sticking point with your prospect! But be careful, before moving on, make sure that the objection has been fully addressed. Ask: “Has your doubt disappeared?”
This question will also allow you to close the discussion and continue with your pitch.
