How to Overcome Sales Objections and the Fear of Rejection
Life is full of obstacles. They come in various forms. Most of them are overcome with what people already have inside of themselves – their personal character. Using a set of rules or sales tricks doesn’t work as well as having strong principles that direct the salesperson’s actions when overcoming sales objections. The salesperson’s ability to overcome sales objections starts way before they encounter the first objection.
Handling sales objections can make or break a future relationship with a sales prospect. Objections that aren’t handled properly can prevent a future meeting or purchase with a prospect. The salesperson must act in a way that honors the prospect’s right to say “no” to them.
Fear of Rejection
With that in mind, the most important personal strategy for the salesperson is to reframe objections as resistance. The word “objection” means disapproval or rejection. Psychologists have extensively studied the duality of human nature where people both fear rejection and seek approval from other people.
The need for acceptance is so strong in human beings that it dictates how people interact with everyone in their lives, including sales prospects and other people they do business with. The salesperson must first replace the word “objection” with the word “resistance” when thinking about obstacles that might arise during sales calls.
“Resistance” means blocking or holding something back. Resistance can be either positive or negative, whereas objections are always negative events. Resistance is easier to overcome than an objection because an objection requires someone to make a case or argument for their point of view, while resistance simply means removing whatever is blocking the way by creating a solution to the resistance.
Defeating resistance is something salespeople and prospects do together, while overcoming an objection requires one side to win and the other side to lose.
The Cost Objection
The most common objection is cost. Cost is the default excuse prospects give because it doesn’t have to be explained. But price is never a valid rejection point… it’s an excuse for not telling the salesperson the real reason a prospect doesn’t want to buy from them. There is nothing the salesperson can say or do to overcome this objection unless they honestly believe that cost is the real reason a prospect won’t buy from them.
The salesperson should accept that the cost is too great for a prospect and not push the sale by offering discounts or price considerations. However, that does not mean that salespeople should not try to find out what the real excuse might be for not purchasing.
This is how to overcome sales objections hiding behind a cost excuse, salespeople ask the prospect: “If cost were not an issue, what else would keep you from buying from us today?” Ask the question in a non-judgmental way so that it comes across as if the real reason doesn’t matter one way or the other, good or bad. In other words, the answer is simply information the salesperson needs to do their job. This takes some practice to pull off and salespeople should Go to the full article.