Not everything prospects say that does not align or agree with your view is an objection, and more importantly, you shouldn’t react to everything as if it was. On the other hand, you also know that there will be some specific objections that are going to come up, and how one deals with that often separates the high performers from the also-rans.
One advantage of reviewing deals, as we do with our 360 Degree Deal View, is that you become much more aware hot how things turned out, why they turned out that way, and what you need to change in your approach to change the results in your favour.
As you continue to make the review central to sales approach you will also better understand which “objections” tend to come up at specific points in the cycle, and you see the impact those objections and how you handle them, have on the turn out.
As you begin to accumulate data, you will be in a much better position to know which are real objections, potentially derailing the deal, and which are not objections, as much as say questions the buyer has that are not well articulated, the prospect thinking out loud, almost reassuring themselves in the process. Other times, especially when the individual you are dealing with is part of a buying group or committee, they think through the reaction they anticipate from others on the team, and as they work through them, they may come across as an objection.
Some objections/questions, especially when you know when and where they will appear, are actually good. Yes, good, because as you get better at anticipating them, you can begin to leverage your response to move the sale forward further than if the objection had not come up. If you know that most new buyers don’t fully understand how something works, handling their objection and giving them knowledge goes much further to lower resistance than if they had not come up. Knowing this, you can steer the conversation in a way that almost forces the objection to come up. When it does, look at it like a fastball down the middle, you just need to hit it out of the park.
Knowing which objections/questions are going to come and when, allow you to elevate your status as a subject matter expert. Again, with the most common objections, some are best when left to the prospect to throw out, but some you should put out before the prospect does. Doing this will right off the top confirm that you are a pro and have does this before, validating your status, and allowing you to set expectations. While most of the also-rans try to avoid or hide from specific hard objections, thanking god when they don’t come up.
But you know the bridge will have to be crossed if you are going to make the sale. It has come up in every deal, when managed well, you have won, and when mismanaged you’ve lost. With that reality, it best to get it out, and over with. Timing is crucial, but again, with reviews you can quickly know when to put the objection out there before they do. It does not have to hard or dramatic. It can be as simple as “in my experience, most prospects are thinking about (insert topic), which makes sense in light of the facts, so here is what you need to know/consider/explore/change….”
Objections are only negative when you allow them to be.