On Objections

What is an objection? Many people have written and spoken about "objection-handling" and "overcoming objections." Sometimes, these ideas can be helpful but I think that, more often than not, the objections themselves are not the problem. The problem usually is that salespeople fail to understand what objections really are. Let's start with what an obejction is NOT:

1. An objection is not an insult. Too often, salespeople take personal offense to an objection. Unless the prospect says, "I don't like you" or "Is there someone else who can work with me on this?" It more than likely has nothing to do with you. Let me repeat that, IT IS NOT ABOUT YOU! When a prospect has an objection, it is about them. It is about how they can benefit from the transaction. You are in it to help them succeed. If they have an objection, never take it personally. That just signals that you are more focused on yourself than you are on your prospect.





2. An objection is not a turn-down. Unless the prospect says, "No," they are not refusing to do business with you. Even something as direct as that should be explored. However, if the prospect says, "the price is too high," or "the specs aren't right," or "I need time to think about it," you can always dig deeper into why they think these things. They are not telling you, "No," in these cases; they are asking you to convince them. If you can show them that they are getting a good deal, that you're product actually works for them, and that they would be better off acting now, what's preventing the sale from closing? But never take an objection as a turn-down--it will cost you the business when it doesn't have to.





3. An objection is not adversarial. The tendency for a salesperson when they hear an objection is to fight back. "The price is to high" is answered with, "No, it isn't!" Salespeople see the interaction as a battle, they and their prospects being on opposing sides. This is the wrong story to tell yourself. You must believe that you are fighting for your prospect. You are in your prospect's army; the enemy is the problem that you are trying to solve for them. You should, therefore, see the objection as the prospect does--something that is preventing them from winning the battle. After all, are they really losing if you sell them something? Aren't they benefitting from the transaction? Then, act like overcoming objections is a victory for them as much as it is for you.

This last point, I think, is key. Jeffrey Fox, in his book How to Become a Rainmaker, says, "Rainmakers turn objections into objectives." I couldn't say it more profoundly. An objection from a prospect tells the salesperson, in a roundabout way, what the prospect is trying to accomplish. An objection is not a setback; it is an opportunity. It is an invitation for the salesperson to come on board and help the prospect work out the kinks. An objection, therfore, is not something to be merely overcome; it is something to be explored. Great salespeople help their prospects win--an objection then is not something they "handle", but rather something they help their prospect handle.