Handling Objections: Why ‘Whoa’ Does Not Mean ‘No’

A reality of selling is that inevitably an objection arises during the sales process. You’re close to a deal when a prospect suddenly questions the need, timing or price. Or, a customer openly challenges your credibility or the need for new solutions from you. Handled correctly, that “whoa” does not lead to “no.” Instead, it becomes yet another opportunity to show why you are the best to earn a “yes.”

All superstar sales executives anticipate questions that can stall a sale. Prospects often are merely doing due diligence in raising issues before making an investment. Others may be weighing vendors and want to be sure of the best fit. Rarely does someone ask a unique question, therefore, having sound responses – both in words and manner – to common objections can go a long way to securing the sale.

1. First, don’t panic – this is actually a good thing. Having an objection out in the open actually keeps a sale moving forward, especially if you have the right attitude and anticipate questions. You now know where you stand and what needs to happen to get that sale.
   
   
2. Next, clarify for understanding. Make sure before you start answering that you address the correct issue by repeating the question for clarification. Understanding why a question is asked can be more important than what is within the question.
   


3. You must diagnose the objection. Ask yourself: Is it a business issue? Are they trying to differentiate our offerings from a competitor’s? Are they weighing the value proposition to justify the investment? And have I best demonstrated our proven value and prepared a written plan to do business together? Has something changed since our last conversation or did we not have a good confirmed understanding to begin with?
   


4. Remember: Sharp Angle Close. This is a term we use to make sure you isolate the objection and determine if there’s anything else preventing the sale from moving forward. Here you want to ask, “Is there anything else aside from this issue that’s preventing us from moving ahead?” By using a sharp angle close, you are able to surface all the questions the prospect may have. This technique will enable you to have a much more effective negotiating position when you address and answer the objection.
   


5. Finally, respond. After you’ve diagnosed and isolated the objection, confirm what you learned earlier in the sales process and find out what has changed since that contact. For instance, if price is now an issue, you may need to better differentiate or establish value.

People with a passion for selling know how to best prepare for some pushback. Rather than a possible roadblock, they view these sudden signs of hesitation as a way to reinforce value. By listening carefully and responding fully, they inspire cooperation rather than confrontation and move much closer to finalizing that agreement.