How to identify and avoid sales objections in negotiations

Suffering from sales objections during the sales process? See tips to identify and get around these obstacles and sell more

Knowing how to identify and avoid sales objections is increasingly important. This is due to the changes that the commercial area has gone through in recent years.

In the traditional model, prior to the popularization of the internet, the seller had all the information about the products and services offered by the company. Thus, the customer did not have as many arguments to question him and presented objections that were easier to get around.

Now, with access to information, consumers research, compare and understand a lot about the offer before it’s time to buy, especially if we’re talking about B2B sales.

In this post, we’ll talk about triggers to identify real objections, care we need to take and how to get around them, always remembering to bring the tips to your company’s reality. Check out!

How to identify possible sales objections? 5 practical tips

In every sales process there are objections, and the first step is to see them as an opportunity to show the value of your solution by sharpening the prospect’s need.

In practice, sales objections appear as an automatic and often instantaneous reaction among prospects who have not yet realized value in using your product or service or who are not yet at the ideal time to purchase.

The objection, after all, is a limiting belief, an uncertainty in the project, a distrust of the seller, or a lack of some information that has not been clarified.

Therefore, it is important that you identify the real cause and help the prospect to understand how the outcome of the project can be far superior to their concerns and, above all, establish a trusting relationship with them.

Below are tips recommended by park view lahore for identifying potential sales objections before and during calls.

1. Get to know the company and your prospect well

There’s nothing worse than talking to someone who doesn’t understand your business and wants to sell you something. Therefore, it is very important that the sales process be consultative, educational.

Try to get as much information as possible about your prospect and his company. Explain the reason for your call and align expectations before leaving offering your product or service. Evaluate the company’s website and use LinkedIn at this stage, research the competitors and try to better understand the needs and pains that the company faces on a daily basis.

2. Prioritize Leads with more chances of closing

The seller also needs to prioritize the Leads that are more likely to close a deal. There will be profiles that will show interest, but will not have an ideal fit, which can lead to more objections and extend the sales cycle.

For this, it is important to have defined and well know the target audience, the ideal customer profile (ICP or ideal customer profile) and the persona. Can’t differentiate these concepts? Then read the post Target Audience, Ideal Customer, and Buyer Persona: What’s the Difference?

3. Dive into your prospect’s business goals

Understand what the main bottlenecks of the company are and how you can generate value with your product or service. An important tip is to add an “Assessment or Diagnosis” step to your sales process.

At the end of this step, don’t forget to validate the highlighted opportunity points with your prospect, making him confirm that he really suffers from problem “X” and that he needs to solve it, as it has a strategic impact for the company. Always remembering that “value” will always have more relevance if it is related to generating revenue, reducing costs or mitigating risks for the company.

For example: here at RD, we have a stage of the sales process called “Assessment”, in which we capture the main objectives of the company with:

  • Digital marketing
  • goals
  • Flat
  • company moment
  • Challenges
  • Budget
  • Decision-making ability – contact position
  • Lead purchase process
  • Consequences that the project can bring
  • Implications (positive and negative) of implementing or not implementing the project

All of this helps in the sales process and mitigates the chances of objections in the final stages of the project.

4. Define the project schedule well

Try to identify if it is the ideal time to buy. It’s good to generate a sense of urgency in your prospect to solve your problem and align expectations for the return of the product or service before making a proposal.

Understand if the customer really has the potential to develop this project or buy your product. If feasible, design a solution that contemplates the project’s evolution and potential short, medium and long-term results, along with its step-by-step steps (without making it too complex).

Don’t forget to understand how the customer’s validation process for this purchase works. Often the seller himself complicates the process and ends up making the sale difficult.

Always work on your argument relating the goals you raised earlier to generate value and a sense of urgency.

5. Identify the budget to invest in the project

There are two ways to identify if your prospect really has the ability to invest in your project or buy your product.

The first, and most common, is asking directly about the investment capacity. The second is to identify, during the diagnosis, any investment that is being inefficiently carried out by the prospect and that can be reinvested in your project, generating a greater return.

There are pros and cons to both options, but what you cannot do is leave this information aside and receive an objection related to price or investment capacity in the final stage of the sale.

Also, never forget that investment-related objections may actually arise when the project’s perceived value is less than the amount to be invested, as shown in the image below:

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Source: Sixteen Ventures

How to avoid and bypass sales objections? See 5 steps

Now that you know how to identify potential sales objections, it’s time to understand how to get around them.

As we mentioned at the beginning of the previous topic, it is natural that objections appear in the sales process. Thus, it is important to have all previous information mapped and validated so that we have arguments that can avoid or circumvent objections that may arise in the sales process.

Below are some tips to add to your process and try to work around these objections:

1. Design a project

Before you begin to answer objections, design a project that results in some of the goals highlighted by customers, and have that project demonstrate the potential of the solution, a forecast of what can be achieved.

2. Know what the obstacles are

Understand what is really preventing the company from closing the deal. Usually, it will be related to some of the points we raised before in our checklist: budget, priority for the project, timing, if you already have a similar product, comparison with competitors with a lower price. Possible approaches are:

  • Make ROI comparisons;
  • Identify if there is any inefficient investment in the company that harms the final result;
  • Explore your Lead’s action plan to solve diagnostic problems without their solution, showing that the path will be more difficult or less fluid.

3. Highlight what your customer will solve with your product or service

Highlight the results of your service or product, always relating to the main problems the company has, and understand how it intends to solve this problem without its solution.

This makes it possible to create identification with the sales pitch in the customer. He will be able to see more easily how his daily life improves whenever the seller points out an advantage, increasing the chances of closing a deal.

4. Understand if the objection is really the pain Lead is feeling

People are often afraid to say “no” to a salesperson. So, let your Lead feel free to say “no”; you must practice sincerity and openness during the sales process. However, don’t let a “no” be a vague negative without a why.

Explore your objections well, seeking to understand whether the objection is really well founded or is a resistance that can be worked around. Typically, getting around objections is about highlighting the company’s problems and showing that those problems can generate a much larger deficit in the future than the investment he’s going to make in you today.

5. Record sales objections and reasons for loss

In some cases, the objections cannot be overcome and the sale will not go through. Even so, it is essential not to lose sight of them: they are a very rich input for improving your business process, training salespeople and even reviewing offers.

The best way to use objections and reasons for loss to optimize processes is to record them in your CRM, in the history of each opportunity. In case of objections, instruct salespeople to note how the customer showed resistance and what arguments were used to try to get around it; this helps to learn from the negotiation and even to pick up the conversation in a future attempt with the same Lead.

For reasons of loss, when marking an opportunity as lost, educate your salespeople to clearly describe what made it impossible to close the deal and whether there is a chance of resuming trading in the near future; this is fundamental for reasons of loss related to lack of budget and restructuring of the client’s internal processes, which are transitory situations.

Use these records to find bottlenecks in the business process, as well as to identify objections that sellers should be overcoming. A tip: if many customers do not buy by price, assess if there is something wrong with the Leads qualification criteria; maybe the pricing is right, but you may be attracting the wrong people to your offer.

Sales objections are part of the game

We know that sales objections will arise, so nothing better than structuring a sales process capable of investigating, validating and avoiding as much as possible that they are stronger than the result your project can bring.

A well-structured process reduces closing objections. To do this, make your sales process deliver value to the consumer, even before buying your product. Often they won’t be ready to buy at that point, but if you’re efficient, they’ll certainly come back to buy your product or service when the time is right.

  • Want to see more tips on how to build a sales process, considering the changes brought about by the pandemic and social isolation? Check out the tips in the video below:

Assess, score your impressions, and compare and predict returns with your product or service for your prospect. Be careful not to raise objections of your own in the sales process, but be sure to disqualify a Lead that has no buying potential.

Be clear throughout every step of your sales process the company’s objectives and the negative implications of not solving this “problem” to use as an argument for objections. Show that the tendency to wait only makes your prospect’s current situation worse and, above all, offer something that is in line with the expectation of the person across the table or the call.


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