The Secret to Objections

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Objections are just part of sales. It’s perfectly natural for prospects to have questions, concerns, or to want a bit of clarity. But here’s something you might not expect: top-performing salespeople actually encounter fewer objections. It might seem counterintuitive, right? You’d think they’d be masters at handling objections, but the reality is they don’t face as many because they’ve mastered a certain skill – it’s less about luck or timing and more about technique.

It’s simple, really – they call out the objections before they’ve even taken shape in the prospect’s mind. It’s all about steering the conversation. It might sound risky – bringing up an objection the prospect hadn’t even considered. But the stats tell a different story: rather than backfiring, this approach actually puts prospects at ease. It’s about taking charge of the conversation and creating a sense of comfort.

Neil Rackham first explored this idea in his 1988 classic, SPIN Selling. He noted, “The difference between the top people and the average salespeople…it’s not how they handle objections, it’s the number of objections they get in the first place. Very skilled salespeople prevent objections; they don’t handle objections.”

What does this actually look like? Below is a framework for pre-empting objections. It is important to note that this isn’t a script it is the structure where all the value lies, add your own herbs and spices:

Call out the objection

“One of the questions I often get asked at this stage is how do I make sure the adoption is high for a product like this?”

Empathise with the objection

“We totally get why that can be concern, as it’s obviously critical when investing in a solution like this”

Reframe the concern

“There are two ways we combat the risk of low adoption, firstly the product is designed to not only be intuitive but the most common feedback we get is how easy it is to use. Secondly our customer success teams work really closely with you to make sure the product is customised to your teams workflows”

Seek feedback

“Had you considered adoption risks when comparing vendors?”

By directly addressing the objection, you not only show that you’re aware of common concerns but also point the prospect towards something they should be considering. This approach highlights your proactive, empathetic, and expert stance. Next, convey your understanding of why this concern matters, reinforcing your alignment with the prospect. From there, reframe the issue by showcasing how your product is specifically designed to tackle this challenge. Finally, keep the dialogue open by seeking their feedback on whether they’d considered this aspect, demonstrating that you value their viewpoint and giving you insight into their current thinking

When it comes to objections, we tend to encounter the same handful day in and day out. This makes it easier to build a talk track around the five most common types. While each market may have its own unique objections, they usually fall into these five categories:

Lack of Need
Buyers may not recognise a problem or feel a need to address it. In these cases, they struggle to see the value in what we’re offering.

Lack of Urgency
Some buyers perceive they have bigger, more immediate challenges or haven’t fully grasped the impact of the problem right now.

Lack of Trust
Buyers might feel uncertain about you, your product, or your company. Even if they have a need, they may doubt your ability to deliver.

Lack of Money
Buyers either lack the funds or don’t see enough value or ROI to justify the investment. They might prefer to allocate their resources elsewhere.

Lack of Authority/Know-How
Some buyers don’t have the authority to make the decision or don’t know how to influence those who do.

In the end, mastering objections isn’t just about learning to handle them when they arise – it’s about preventing them from popping up in the first place. By anticipating and addressing common concerns, you create a smoother path for the prospect and establish yourself as a trusted advisor. Remember, objections aren’t roadblocks; they’re opportunities to show that you understand the buyer’s world and can meet their needs with confidence. Approach each conversation with empathy, expertise, and a readiness to guide, and you’ll find yourself facing fewer objections – and closing more deals