If you've been in sales for more than a day, you know handling objections is part of the job.
Sales leaders spend a lot of time and money to provide their team with weapons to combat objections. Really, too much time and too much money.
Learning to overcome objections isn't difficult. You just need to remember three things.
1. Have you properly qualified the prospect?
Another way to ask this question is, "Can you help them?"
When you qualify a prospect, you made sure your solution is going to solve their problem or meet their need.
Your probing questions save you and your future client time and headaches down the road. You are already removing most objections by doing this.
If you discover they are not a good fit for your agency, it's better to know now and let them go.
2. Did you help the prospect see value in your solution or product?
Your passion for selling is great. But, it doesn't cover the prospect's car in an accident or reduce their business's exposure from a loss.
Remember, value is recognizing the long term cost at the point of sale. Price is what they pay right now.
If they are objecting to price then they can't see the value for themselves.
If your price is out of their budget, then you've failed at qualifying. I learned a long time ago you can never overcome ignorance and lack of resources in sales.
If your price is within the budget, your presentation did not focus on their needs. Why did they need insurance? Why is this coverage important for them?
3. There are no objections.
That's right, I said it. You don't have an objection from a prospect. You have a question from a prospect. You have a concern.
You have a prospect who wasn't qualified correctly. Or the prospect wasn't able to see the value for themselves.
Next time you think your prospect gives what you think is an objection, don't combat it. Don’t go with the typical weaponized rebuttal. You’ll immediately position yourself on the wrong side. Then, no one will win.
Instead, review your qualifying process. Have them restate what their needs are. Try to help them see the value in you and your solution for themselves.
Salespeople, what are your thoughts? Leave a comment below.
About the Author
As Vice President of Sales, Don Hobdy Jr. is responsible for ITC's revenue growth through product sales and strategic partnerships. While he doesn't promote any one sales philosophy to his team, he does incorporate a range of techniques from Sandler to Challenger in his methodology. Don, a licensed P&C agent, travels the country speaking to agents on digital marketing and agency efficiency as well as teaching continuing education classes. When he's not on the road, he enjoys firing up his smoker to cook amazing bar-b-que, watching his Dallas Cowboys, writing, and taking his three kids to amusement parks around the country.More Content by Don Hobdy Jr.