As a business owner or sales professional, you’re bound to encounter objections from potential customers at some point. Whether it’s concerns about price, timeline or fit, these objections can feel like roadblocks standing in the way of closing the deal.
However, with the right mindset and techniques, you can turn these objections into opportunities to build trust and strengthen your relationship with the customer.
The following tips to help you overcome objections are excerpts from Dale Beaumont’s One Day Sales Deep Dive, shared exclusively with Business Blueprint members.
How to overcome objections to your sales pitch
The first step to overcome sales objections is to reframe your mindset. Rather than seeing objections as obstacles, view them as a chance to demonstrate your expertise and commitment to the customer’s needs.
Objections are your friend. They give you an opportunity to shine.
This shift in perspective is crucial, as it allows you to approach objections with a positive and constructive attitude. Most of the time, objections are not actually about you or your offering – they’re a reflection of the customer’s own concerns, insecurities or past experiences. By understanding this, you can avoid taking objections personally and instead focus on addressing those underlying issues so you can get closer to the sale.
The next step is to proactively identify the common objections you typically encounter in your sales process. Take the time to list out the top 5-10 concerns that customers raise, such as worries about price, timeline, decision-making authority or fit with their needs. By anticipating these objections, you can prepare thoughtful responses ahead of time.
When crafting your responses, focus on the benefits of your offering, not just the features. Features tell people what, and benefits tell people why or how it’s going to improve their situation. For each objection, think about how you can reframe it to highlight the value you provide.
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Two quick methods for handling objections
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Feel, felt, found
This approach involves empathising with the customer’s concern, acknowledging that you’ve encountered similar feelings in the past, and then explaining the positive outcome you’ve seen.
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“Why don’t we…”
If a customer is hesitating, focus on proposing a clear next step to move the sales process forward.
For example, let’s say a customer expresses concern about the price of your offering. You could respond by saying, “I understand that the price may seem high at first. Many of our clients have felt the same way. However, what they’ve found is that the long-term value and cost savings of our solution far outweigh the initial investment. Why don’t we take a closer look at the numbers and see how we can make this fit within your budget?”
By using these frameworks, you’re not just providing a scripted response – you’re demonstrating empathy, building trust, and guiding the customer towards a solution.
Practice, practice, practice
Overcoming objections is a skill that requires consistent refinement, so it’s essential to practice. Set aside time to role-play different objection scenarios with your sales team, and ask for feedback on your responses. The more you plan ahead and think proactively about overcoming objections, the more natural and confident you’ll become when faced with real-world objections.
Throughout the sales process, it’s crucial to maintain a positive, empathetic and solution-oriented mindset. With a little practice, you can transform objections from roadblocks into opportunities to deepen your relationship with the customer and ultimately close more deals.
Remember, the goal is not to have the perfect scripted response, but to genuinely understand and address the customer’s concerns with care and professionalism. By doing so, you’ll overcome objections and build a reputation as a trusted advisor who puts customer needs first.
This article is an excerpt from our members only Sales Deep Dive. To access exclusive training for business owners from leading entrepreneur Dale Beaumont, book a call with Business Blueprint today.
