In the course of lead generation, a B2B sales representative’s day to day includes, among other things, embracing and overcoming a significant amount of objections. Inexperienced salespeople sometimes cringe at the thought of objections, most likely because they fear not being able to address them spontaneously. A top lead generation sales representative however, views objections as a primary step in starting a dialogue with a prospect; a great opportunity to delve deep into their needs and concerns.
Objection as Key Indicator: Prospect is Listening
An objection indicates that the prospect is actually listening to what to what the sales rep is saying. Further, it shows that the prospect is considering the proposed sales solution for his situation, already creating an image in his mind of how he can apply it. Most importantly, it shows the rep that there is an opportunity to engage the prospect in solving the problem at hand.
Source of Dialogue, Not Argument: Start the conversation
Dealing with an objection is a starting point for a dialogue with the prospect, not an argument. While the objection might seem erroneous or irrelevant to the sales rep, it is very real to the prospect. So once faced with an objection, a top sales rep will acknowledge it as a real issue and demonstrate to the prospect that there’s something worth discussing; the rep has now started the conversation.
From Vendor to Sales Business Consultant: Problem Solve together
The key to a top sales rep’s success is using the conversation generated by the objection to help change the prospect’s perception of the rep from “just another peddler” into one of a sales business consultant – one who is experienced in the field, understands the client’s concerns and has insights into solving them.
Steer towards the F.I.B.: Features, Impact and Benefits
The objection provides insight into conditions the prospect wants to solve but has been unable to. This gives a sales representative the opportunity to steer their features/impact/benefits (or the F.I.B.) discussion to address this area.
Most importantly, objections give a sales rep a path to closing the sale. As you clear away objections you are eliminating your prospect’s reason for saying “No.” Once you’ve cleared away all objections, what else can your prospect do but say “Yes”?
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