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Sales objections are concerns your prospects bring up throughout the sales process that expresses hesitancy to moving forward with a deal. Typically, prospects have common concerns, making it possible to prepare a repeatable rebuttal that moves the deal forward. To help you prepare to rebut these common sales objections, we’ve created a list of objections you’ll hear across every step of the sales process, and rebuttals you can use to counter them.
We’ll cover objections throughout the sales process, including:
You’ll notice below that the use of “we” and “I” in many of our rebuttals are interchangeable. Try to use “we” whenever it makes sense to create a sense of teamwork in the conversation, and only use “I” when referring to something that “I am personally responsible for.” Your use of each identifier during objection handling is up to you.
The sales and marketing reps that handle lead generation will hear many different objections throughout. When cold calling, emailing, and canvassing, many leads will be ready to get you off the phone before they even know what it is you offer. Below are some of the most common objections that you’ll hear during lead generation, and some of the best ways to answer them.
This is when leads immediately say “not interested” before hearing what you’re selling. While the “not interested” objection can come up later in the process, it’s harder to deal with at the beginning of the process when they haven’t even heard what you have to offer. The strategy to rebutting this objection is to point out the fact that they don’t yet know what they are rejecting.
This is an objection in the form of a question. When they ask this, they’re expressing that they don’t remember consenting to be contacted by you. So, you want to either remind them how they may have given it to you, or explain how you came across it. You can be vague here, as the specifics may just lead you into a rabbit hole and take the conversation on a long tangent.
When leads ask this question, it’s often another objection in the form of a question. Usually, they are expressing that they don’t know you, they didn’t ask to be contacted by you, and they want to know what makes you think you should be calling, emailing, or knocking on their door. The best way to respond to this is usually by expressing the value you can offer, or what about the lead made you contact them.
When contacting a prospect for the first time, you don’t yet know when they’re most available. If the prospect does answer when they are busy, they’ll let you know that they don’t have the time to talk right then. Respect their time, and offer a specific follow-up time frame in return.
This one often follows the previous rebuttal when you’re cold calling or canvassing, and it’s an expression from the lead that they’d rather read the information you’re about to give them at their own leisure. In this case, offer to do so but also set up a follow-up call in case they don’t answer the email.
Sometimes you end up pitching to somebody who isn’t a decision maker, and they let you know that they can’t personally choose whether to purchase your product. The goal here is to get on the phone with a decision maker, or at least figure out how to do so.
This is a constructive objection, and it can help you improve your pitch by letting you know that you’re losing the customer. When this happens, you want to explain again in the most barebones way possible. Don’t get in the weeds with common use cases, just give a plain explanation of what the product is and what it was designed to do. Overexplaining is a common source of confusion when pitching a product.
Once you’re able to explain what you’re selling, your lead may express that they already get something similar from another provider. This is where you can use their objection to gather a bit more information, as opposed to immediately countering what they’re saying.
Marketers and salespeople that are trying to fill their pipeline are encouraged to get every form of contact possible for their leads. Sometimes this makes prospects uncomfortable, and they don’t understand why you need another form. If you don’t absolutely need another one, you can leave it alone. If you do, there are a couple ways to explain yourself:
Lead nurturing involves a lot of relationship building and guidance from a sales rep, and so many common sales objections pop up during this process. When nurturing leads, many of the objections will be answered with some product information or with questions that help you learn more about their interest level and pain points.
Through the nurturing process, you’re trying to hammer down your prospect’s timeframe. As a result, you’ll hear this objection a lot. When it comes up, use it as an opportunity to ask what will get them ready to buy. If it feels like they’re just dragging their feet, consider asking them if buying your product sooner could help them.
This objection is a more specific version of the last, and it shows a more quantitative concern from the prospect. A quantitative concern can easily be rebutted with a straightforward, quantitative solution. The idea is to stress the time or money that they save by buying sooner.
This one differs slightly from the last, because it’s a signal that the lead may not even be considering a purchase. Instead of saying they aren’t ready to buy yet, they are saying they don’t even see a reason to buy yet. So, the rebuttals to this objection should be more focused on creating a sense of urgency or a reason to buy.
If the prospect has heard from you, they’ve probably heard from other providers in your market. So, there’s a chance that they’re going to get sold on another product before yours. While turning this around can be difficult, it also tells you that they’re ready to buy. Your first step will be figuring out what they like about the other product, and then moving into selling them on why yours is even better for what they need.
This objection is similar to the previous but requires more specific rebuttals. When somebody mentions that they’re looking into another product because it’s cheaper, you have identified what sets the other product apart. So, lean into your unique sales proposition, and show why your product is worth the extra cost.
In the age of the internet, your Yelp, Google, and/or Amazon reviews can make or break some of your deals. If you have some disgruntled customers willing to post reviews, and not enough satisfied ones to outweigh them, then you’ll run into prospects who treat it as a deal-breaker. The goal here is to point out that vocal minorities rule review sites, and address the specific concerns that they pulled from the reviews.
The objections you hear can change once final numbers are brought out and it’s time to close the deal. Once your prospects see the line-by-line breakdown, in many industries, some serious concerns get brought up. These are to be expected, and below we’ll show you how to answer them.
Once they see the final cost of your product or service, your prospect may be dissatisfied with the cost. At this point in the process, you already know why your prospect is buying and that they’re ready to make a purchase, but your price has brought up a concern. Your rebuttal should focus on the need that brought them to this point in the first place and on explaining the unique value that makes your product worth the price.
Many industries have required taxes and/or industry-standard fees that are added during the closing process. This is why you have finance or closing professionals in industries like car sales. The rebuttals will focus on stressing the fact that these fees are required and are going to be applied no matter where they purchase the product.
This is a common objection used to get a lower price during the closing process. The rule of thumb is simple: If they don’t have proof in hand, it’s not your responsibility to take them at their word. Be careful not to tell them that you think they’re lying to you, or that they could lie to you. Focus instead on stressing that you can’t consider an offer that you haven’t seen, or asking them why they didn’t take the better deal when they got it.
If they do show you proof of a better offer from another company, give the same rebuttals as the “I Found a Cheaper Product” ones above. Emphasize what your product brings to the table that makes it worth more money. Even if your company can match the deal, you should always try to demonstrate why your product is worth a higher price.
If you’re in an industry that offers a warranty on your product, customers will often try to flip your offer into an objection in order to shut the idea down. Their problem isn’t with your reliability, it’s with the idea of paying extra for a warranty. To rebut this objection, focus on the value that the warranty brings, even if reliability isn’t an issue.
Objections don’t always end after the sale. Depending on your position, you may end up being the one to handle objections or concerns that pop up after the sale or between orders of a repeat-purchase product. Here are some of the common objections that take place after the initial sale, and how to handle them.
This objection is tricky, as most salespeople are specifically trained not to promise certain results since doing so will almost always result in receiving this objection. Whether or not you promised a specific outcome, you have to stress in your rebuttal that your product is going to work differently depending on the situation, and that it can take time to see the full effect of what you sell to them.
Sometimes the customer will not tell you exactly what is wrong, but they will tell you in no uncertain terms that they are not satisfied and will not be re-ordering. Your response should be less of a rebuttal, and more of a discovery call focused on learning what went wrong.
There are many legitimate reasons why a customer may want a refund, and if a product breaks and/or is covered by a warranty, then obviously you don’t need to worry about rebutting. This example is for those customers that are simply asking for a refund because they don’t like a product, and your company is not responsible for offering them one. The strategy here is to offer quality customer service and offer to educate them on how to get the most out of the product.
All of these are objections that you’re likely to hear throughout your sales process, and we suggest you write down these examples to give yourself a head-start on your objection handling. As you gain more experience, you’ll come up with even more ways to handle some of these situations, but these should start you on the path of being a quality objection handler.