In the world of sales, there's one universal challenge that every salesperson faces: objections. No matter what you're selling or who you're selling to, you'll inevitably encounter potential customers who say "no." This is where Jeb Blount's book "Objections" comes in handy. Drawing on insights from psychology and decades of sales experience, Blount offers valuable strategies for dealing with objections at every stage of the sales process.
"Objections" is a comprehensive guide that helps salespeople turn stubborn "nos" into enthusiastic "yeses." It uncovers what potential customers are really thinking during sales conversations and reveals secrets for moving even the most reluctant buyers through the sales pipeline. Whether you're dealing with a prospect who claims to be too busy to talk or an almost-buyer who needs more time to think things over, this book provides practical techniques to overcome objections and close more deals.
The Problem with Arguing
One of the most common mistakes salespeople make is arguing with potential customers. Picture this scenario: you've been working with a prospect for weeks, giving presentations and addressing concerns. Just when you think you're about to close the deal, they tell you they need more time to think it over. It's frustrating, right?
In these situations, it's tempting to try and convince the prospect that their doubts are unfounded. However, this approach often backfires. Here's why:
Different perspectives: Your prospect sees things differently from you. They may have had negative experiences with pushy salespeople in the past, making them wary of being pressured into a purchase.
Vague objections: To avoid feeling bullied, prospects often keep their reasons for hesitation vague. This makes it harder for you to address their concerns directly.
Psychological reactance: Research shows that the more we tell people they're wrong, the more likely they are to stick to their original opinion. This phenomenon, known as psychological reactance, persists even when presented with strong evidence to the contrary.
So, what's the solution? Instead of arguing, focus on understanding your prospect's concerns and addressing them in a non-confrontational way. This approach is more likely to lead to a positive outcome for both parties.
Turning Prospecting Objections Around
The first step in any sales process is often the most uncomfortable: making initial contact with a potential customer. Whether you're knocking on doors or making cold calls, you're likely to encounter resistance. Here's how to handle these initial objections effectively:
Understand common objections: While it may seem like prospects have an infinite number of reasons for not engaging, most objections in any given industry boil down to just three to five core reasons.
Prepare in advance: Once you know the most common objections in your industry, you can prepare responses ahead of time. This allows you to respond confidently and effectively when faced with resistance.
Avoid clichés: Instead of using tired sales phrases, try to surprise your prospect. For example, if they say they're happy with their current provider, don't claim you can make them happier. Instead, offer to provide a quote for comparison purposes.
Disrupt expectations: When you respond in unexpected ways, you break the prospect's typical pattern of behavior. This increases the likelihood that they'll engage in a conversation rather than giving you another automatic "no."
By anticipating objections and preparing thoughtful, non-cliché responses, you can turn initial resistance into meaningful interactions that may eventually lead to a sale.
Dealing with Red Herring Objections
During sales conversations, it's crucial to maintain focus on your objectives. However, prospects sometimes throw out what's known as a "red herring objection" – a query or statement that can derail the conversation if not handled properly. Here's how to recognize and deal with these objections:
Identify red herrings: These can be direct challenges like "Why is your company's reputation so poor?" or statements like "I'm also talking to your competitors." They're designed to shift your focus away from your sales objectives.
Use the PAIS technique: When faced with a red herring objection, employ the Pause, Acknowledge, Ignore, and Save (PAIS) technique:
- Pause to collect your thoughts
- Acknowledge the objection
- Tactfully ignore it or distract the prospect
- Save it for later if it seems important
Stay on track: Don't let red herring objections derail your presentation or demo. By acknowledging the objection but not diving into it immediately, you can maintain control of the conversation.
Address important objections later: If an objection seems genuinely important, make a note of it and return to it later in the sales process, after you've had a chance to demonstrate the value of your product or service.
By mastering the art of handling red herring objections, you can keep your sales conversations focused and productive, increasing your chances of closing the deal.
The Importance of Micro-Commitments
One common mistake salespeople make is ending a conversation without agreeing on specific next steps. This can stall your progress and leave you waiting for a prospect who may never call back. The solution? Winning micro-commitments from your prospects.
A micro-commitment is a small but important next step that you and your prospect agree on before ending your conversation. Here's why they're crucial and how to secure them:
Maintain momentum: Micro-commitments keep the sales process moving forward. They ensure that both you and your prospect have clear actions to take after your conversation.
Be specific: Instead of vague promises to "touch base later," agree on specific actions and timelines. For example, "Can we schedule a facility tour for next Wednesday at 2 pm?"
Demonstrate value: If a prospect objects to a proposed next step, explain the value it will bring. For instance, a facility tour could help you provide a more tailored quote.
Always ask again: After explaining the value of a micro-commitment, don't forget to ask for it again. End with a clear request, like "So, shall we lock in that tour for next Wednesday at 2 pm?"
Follow up: Once you've secured a micro-commitment, make sure to follow through. This builds trust and keeps the sales process on track.
By consistently winning and following through on micro-commitments, you create a clear path from initial contact to closing the sale. This approach keeps your prospects engaged and moves them steadily through your sales pipeline.
Overcoming Buying Objections
When you're on the verge of closing a sale, last-minute objections can be particularly challenging. However, there's a five-step process you can use to turn these buying objections around:
Relate: Show empathy and understanding for your prospect's concern. This helps build trust and shows that you're on their side.
Clarify: Make sure you understand the real issue behind the objection. Ask open-ended questions to uncover any hidden concerns.
Minimize: Refocus the conversation on the problems your prospect will face if they don't move forward with the deal. Highlight the urgency and importance of acting now.
Ask again: Once you've addressed their concerns, don't be afraid to ask for the sale again. Be direct and confident in your request.
Fallback position: If you can't overcome the objection, have a backup plan. This might involve agreeing to a lesser commitment, like a trial period, which gives you the opportunity to revisit the full deal later.
Here's an example of how this might play out:
Prospect: "I need to talk this over with my boss first."
You: "Absolutely, it's important that everyone involved is on board with this decision. (Relate) Aside from speaking with your boss, is there anything else holding you back? (Clarify)"
Prospect: "Well, I just found out there are some hidden costs to leaving our current provider."
You: "I understand. Those unexpected costs can be frustrating. (Relate) However, I'm concerned about your tight delivery deadline. If we don't move forward today, it could mean extra work for your team to meet that April 1st deadline. (Minimize) Given the urgency, what if we start with a three-month trial period? That way, you can see the benefits firsthand without a long-term commitment. (Fallback position) Does that sound like a good compromise? (Ask again)"
By following this process, you can address buying objections effectively and increase your chances of closing the deal.
Overcoming Fear of Rejection
One of the biggest obstacles holding salespeople back isn't a lack of skills or knowledge – it's the fear of rejection. This fear often manifests as a reluctance to ask for what you want, whether it's a prospect's time, information, or a commitment to buy.
Here's why this fear is so detrimental and how to overcome it:
The root of the problem: Asking for what we want exposes us to potential rejection, creating feelings of vulnerability that many people instinctively avoid.
The cost of avoidance: By not asking directly for what you want, you miss out on opportunities. Vague statements like "I'm available if you'd like to meet" are far less effective than direct requests.
Embrace vulnerability: To be a great salesperson, you need to open yourself up to rejection – not just once, but hundreds of times a day.
Persistence pays off: Remember that success often comes after multiple rejections. The author shares a story of a salesman who called him over 70 times before finally getting a yes.
Reframe rejection: Instead of seeing rejection as a personal failure, view it as a necessary step towards success. Each "no" brings you closer to a "yes."
Practice asking: Start small by making direct requests in low-stakes situations. As you become more comfortable, gradually increase the importance of your asks.
Focus on the outcome: Keep your eye on the potential rewards of asking, rather than the temporary discomfort of possible rejection.
By confronting and overcoming your fear of rejection, you can dramatically improve your sales performance and open up new opportunities for success.
Learning from Rejection
It's important to remember that even the most successful people faced numerous rejections before achieving their goals. Here are some inspiring examples and lessons to keep in mind:
Stephen King's story: Before becoming a bestselling author, Stephen King faced hundreds of rejections for his short stories and novels. He persevered, and his breakthrough came with the novel "Carrie."
Colonel Sanders' persistence: Harland Sanders, the founder of Kentucky Fried Chicken, heard "no" over a thousand times while trying to franchise his chicken recipe. His persistence eventually led to the creation of a global fast-food empire.
Rejection as fuel: Use rejections as motivation to improve and keep pushing forward. Each "no" is an opportunity to refine your approach and get closer to a "yes."
The danger of giving up: Many people settle for mediocrity because they're afraid of rejection. Don't let this fear hold you back from pursuing your goals.
Quantity leads to quality: The more often you put yourself out there and risk rejection, the more likely you are to eventually succeed.
Learn from each rejection: Analyze why you were rejected and use that information to improve your approach next time.
Develop resilience: The ability to bounce back from rejection is a crucial skill in sales and in life. Practice viewing rejections as temporary setbacks rather than permanent failures.
Celebrate small wins: Acknowledge and celebrate the times when you push past your fear of rejection, regardless of the outcome.
Remember, rejection is a normal part of the sales process and of life in general. By embracing it and learning from it, you can turn rejection into a powerful tool for growth and success.
Practical Strategies for Handling Objections
Now that we've covered the mindset and approach to dealing with objections, let's look at some practical strategies you can use in various sales situations:
The "feel, felt, found" technique: When a prospect raises an objection, respond with something like, "I understand how you feel. Many of our current customers felt the same way initially. However, they found that..." This approach acknowledges the prospect's concerns while subtly challenging them.
The "yes, and" approach: Instead of contradicting an objection, agree with it and then add additional information. For example, "Yes, our product is more expensive than our competitors, and that's because we use higher quality materials that last longer."
The curiosity technique: When faced with an objection, respond with genuine curiosity. Ask questions to understand the root of their concern. This often leads to more productive conversations.
The "what if" scenario: Present alternative scenarios to help prospects see past their objections. "What if we could guarantee a 20% increase in productivity? How would that impact your decision?"
The silent treatment: Sometimes, the best response to an objection is no response at all. Remain silent for a few moments after an objection is raised. Often, the prospect will fill the silence by elaborating on their concern or even talking themselves out of it.
The reframe: Try reframing the objection in a different context. If a prospect says your product is too expensive, you might reframe it as an investment in quality and longevity.
The future pacing technique: Help the prospect imagine a future where they've overcome their objection. "Six months from now, when you're saving 10 hours a week thanks to our software, how will you feel about the initial investment?"
The testimonial approach: Share stories of other customers who had similar objections but went on to have great experiences with your product or service.
The comparison method: If a prospect compares your offering unfavorably to a competitor's, acknowledge the comparison and then highlight areas where your product excels.
The "I don't know" strategy: If you genuinely don't know the answer to an objection, admit it. Then, commit to finding out and getting back to the prospect. This builds trust and demonstrates your commitment to their needs.
By mastering these strategies and applying them appropriately, you can handle a wide range of objections effectively and keep your sales process moving forward.
The Power of Asking
Throughout "Objections," Jeb Blount emphasizes the importance of asking for what you want. This simple yet powerful action can dramatically improve your sales performance. Here's why asking is so crucial and how to do it effectively:
Clarity: Asking direct questions provides clarity for both you and your prospect. It eliminates ambiguity and ensures you're both on the same page.
Control: By asking questions, you can guide the conversation in the direction you want it to go. This helps you maintain control of the sales process.
Information gathering: Asking the right questions allows you to gather valuable information about your prospect's needs, concerns, and decision-making process.
Commitment: Asking for specific commitments moves the sales process forward. Whether it's asking for a meeting, a facility tour, or the sale itself, direct asks lead to action.
Overcoming assumptions: Don't assume you know what your prospect is thinking or what they want. Ask them directly to avoid misunderstandings.
Building rapport: Thoughtful questions show that you're interested in understanding your prospect's situation, which helps build trust and rapport.
Problem-solving: By asking probing questions, you can uncover the real problems your prospect is facing and position your product or service as the solution.
To improve your asking skills:
- Practice asking direct questions in low-stakes situations to build confidence.
- Prepare a list of key questions to ask during sales conversations.
- Listen actively to your prospect's responses and ask follow-up questions.
- Don't be afraid to ask for the sale when the time is right.
- If you receive a "no," ask why and use that information to refine your approach.
Remember, the worst that can happen when you ask is that someone says no. But if you don't ask, you've already given yourself a no. By mastering the art of asking, you open up a world of possibilities in your sales career.
The Importance of Follow-Up
One aspect of sales that Blount touches on throughout the book is the importance of follow-up. Many sales are lost not because of insurmountable objections, but because the salesperson failed to follow up effectively. Here's why follow-up is crucial and how to do it right:
Persistence pays off: As mentioned earlier, sometimes it takes numerous contacts before a prospect is ready to buy. Consistent follow-up shows your commitment and keeps you top-of-mind.
Timing is everything: A prospect who isn't ready to buy today might be ready next week or next month. Regular follow-ups ensure you're there when the timing is right.
Building relationships: Follow-ups aren't just about making the sale. They're opportunities to build and strengthen relationships with your prospects.
Overcoming objections over time: Sometimes, objections that seem insurmountable initially can be overcome through patient, persistent follow-up.
Demonstrating value: Each follow-up is a chance to provide additional value to your prospect, reinforcing why they should do business with you.
Tips for effective follow-up:
- Set a follow-up schedule and stick to it.
- Use a variety of communication methods (phone, email, social media, etc.).
- Always provide value in your follow-ups, don't just check in.
- Keep detailed notes on each interaction to personalize future follow-ups.
- Be persistent but respectful. If a prospect asks you to stop contacting them, honor that request.
By mastering the art of follow-up, you can significantly increase your sales success rate and build a strong network of satisfied customers.
Continuous Improvement
Throughout "Objections," Blount emphasizes the importance of continuous learning and improvement. The sales landscape is always changing, and top performers are those who adapt and grow. Here are some key points on continuous improvement:
Analyze your performance: Regularly review your sales calls and meetings. What went well? What could you have done better? Use these insights to refine your approach.
Learn from rejections: Don't just brush off rejections. Analyze them to understand what went wrong and how you can improve next time.
Stay updated: Keep abreast of industry trends, new sales techniques, and changes in your product or service offerings.
Seek feedback: Ask for feedback from colleagues, managers, and even customers. Their perspectives can provide valuable insights.
Practice regularly: Role-play sales scenarios with colleagues to practice handling different objections and situations.
Set personal development goals: Identify areas where you want to improve and set specific, measurable goals to work towards.
Read widely: Don't limit yourself to sales books. Read about psychology, communication, and other related fields to broaden your understanding.
Attend training and seminars: Take advantage of professional development opportunities to learn new skills and techniques.
Mentor others: Teaching others can deepen your own understanding and highlight areas where you need to improve.
Embrace technology: Stay open to new tools and technologies that can enhance your sales process.
Remember, the goal isn't perfection, but continuous progress. By committing to ongoing learning and improvement, you can stay ahead of the curve and achieve long-term success in your sales career.
Final Thoughts
Jeb Blount's "Objections" provides a comprehensive guide to handling one of the most challenging aspects of sales. By understanding the psychology behind objections, preparing for them in advance, and using proven techniques to address them, you can significantly improve your sales performance.
Key takeaways from the book include:
Avoid arguing with prospects. Instead, focus on understanding and addressing their concerns.
Prepare for common objections in advance and develop non-cliché responses.
Use the PAIS technique to handle red herring objections and keep conversations on track.
Secure micro-commitments to maintain momentum in the sales process.
Follow a five-step process to overcome buying objections: Relate, Clarify, Minimize, Ask again, and have a Fallback position.
Overcome your fear of rejection by embracing vulnerability and focusing on the potential rewards.
Learn from rejection and use it as motivation to improve and persist.
Master various strategies for handling different types of objections.
Never underestimate the power of asking for what you want.
Follow up consistently and provide value with each interaction.
Commit to continuous learning and improvement in your sales career.
Remember, handling objections effectively is not about manipulating prospects or pushing them into decisions they're not comfortable with. It's about understanding their needs, addressing their concerns, and helping them make informed decisions that benefit both parties.
By applying the principles and techniques outlined in "Objections," you can transform your sales approach, build stronger relationships with prospects, and ultimately achieve greater success in your sales career. The journey from "no" to "yes" may not always be easy, but with persistence, empathy, and the right strategies, you can turn objections into opportunities and close more deals.