Sales objections are a major concern for many sales reps. One survey shows that 69% of salespeople say objection handling is their top challenge. According to a post on the ZoomInfo blog, some of the top reasons for objections include budget limitations, a lack of trust and not enough decision-making authority. Prospects may also be satisfied with the status quo and have no real need for your solution right now.

Whatever the reason for the sales objection, the ZoomInfo post says it’s important to have a cohesive and consistent approach when addressing prospects’ concerns. In this issue of PromoPro Daily, we share some ideas from ZoomInfo on how to overcome any objection your prospect might bring up.

  • Set the tone with your energy. Don’t approach a conversation as just another sales call. Remember that you’re talking to another human, and you have something valuable to share about promo. Let your excitement and enthusiasm show. The ZoomInfo post says your energy can preempt objections before they surface.
  • Recognize put-offs vs. objections. You’ve probably experienced your fair share of challenging prospects. However, keep in mind that most people don’t like confrontation. This can make it difficult to determine whether an objection is truly a valid concern or a polite brush-off, the post says. The key is digging deeper. Ask something like, “What are you not interested in?”
  • Know when to walk away. If a prospect truly isn’t interested and stops responding, it’s OK to move on. The post says sales reps are under extreme pressure to hit ambitious goals, which makes it difficult to walk away from a lead. However, learn to recognize the point of diminishing returns and the value of your time.
  • Reframe concerns. Don’t get defensive when handling objections. Instead, the post recommends trying to work with the prospect to overcome obstacles and move the deal forward. Acknowledge their concerns so the prospect knows they’re heard, and then say something like, “It sounds like XYZ is still a concern for you. If I could work on that, do we have a deal?”
  • Get ahead of objections. You may not be able to mitigate every objection, but you can proactively preempt the most common objections. According to the post, this is most effectively done as part of your introductory pitch.
  • Remember objections aren’t always bad. If a prospect is raising objections, take it as a good sign. According to the post, when you get objections, you have real buyers. They may be in a position of power or involved in solving a current pain point. Objections shed light on what your prospects are thinking, so listen closely.

Sales objections are bound to happen. Prepare yourself by considering the points above. The goal is to hear what your prospects are saying, build an authentic connection and prove the value of your promo solution.

Compiled by Audrey Sellers
Source: The ZoomInfo blog. ZoomInfo is a sales intelligence platform.