When giving B2B sales presentations, it is inevitable your prospect will have objections. Inexperienced salespeople sometimes cower from objections, most likely because this is not part of their script and they fear not being able to address them spontaneously. Another way to think of objections is that they are a primary step in starting a dialogue with a prospect – a new opportunity to delve deep into their needs and concerns.
As mentioned above, an objection gives you a starting point for a dialogue with your prospect, not an argument. While the objection might seem erroneous or irrelevant to you, it is very real to the prospect. So after receiving an objection, it is important to acknowledge it as a real issue so that you and the prospect have something to discuss; it’s the start of a conversation.
An objection tells you the prospect is actually listening to what you are saying. Further, it tells you the client is considering your solution in his situation, already creating an image in his mind of how he can apply it. It tells you he wants to engage you in solving his problem.
Very key to your success is the fact that you can use the conversation generated by the objection to help change your prospect’s perception of you as “just another peddler” into seeing you in the role of a business consultant, one who is experienced in the field, understands the client’s concerns and offers insights into solving them. You are on your way to becoming one of his team, a resource he can rely on.
Oftentimes the stated objection isn’t addressing your solution alone, but is more about the conditions the prospect wants to solve but has been unable to. This gives you the opportunity to steer your features/benefits discussion to address this area.
Finally, objections give you a path to closing the sale. As you clear away objections you are eliminating the prospect’s reason for saying “No”. Once you have cleared away all objections, what else can your prospect do but say “Yes” to the proposal?
An objection from your prospect – What’s not to like?