{"id":10078,"date":"2020-07-10T17:59:00","date_gmt":"2020-07-10T21:59:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=10078"},"modified":"2020-07-10T20:44:35","modified_gmt":"2020-07-11T00:44:35","slug":"common-sales-objections","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/common-sales-objections\/","title":{"rendered":"3 Common Sales Objections &#038; How to Handle Them"},"content":{"rendered":"\n<p>What are <a href=\"https:\/\/www.shortform.com\/blog\/most-common-sales-objections-2\/\">common sales objections<\/a>, and how should you handle them? How can the <a href=\"https:\/\/www.shortform.com\/blog\/spin-sales-model\/\">SPIN selling method<\/a> help?<\/p>\n\n\n\n<p>Common sales objections can stem from issues with the product or with the sale. SPIN selling offers examples of common sales objections, and how to overcome them with customers. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Common Sales Objections<\/strong><\/h2>\n\n\n\n<p>Typical sales training in handling <a href=\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\">customer objections<\/a> contends that reps should welcome objections as a sign of customer interest, and the more objections a rep gets, the more successful she\u2019ll be. Hence, most sales training focuses on teaching reps techniques for handling customer objections. (This sales training focus is second only to teaching closing techniques.)<\/p>\n\n\n\n<p>But research on common sales objections tells a different story. It shows that:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Objection handling isn\u2019t as important as trainers contend.<\/li><li>Objections are prompted by the seller\u2019s actions more often than they\u2019re raised independently by the customer.<\/li><li>Inexperienced sales reps get more objections than experienced reps.<\/li><li>Experienced reps <em>prevent<\/em> objections rather than handling them.<\/li><\/ul>\n\n\n\n<p><strong>Using features, advantages, or benefits prompt different customer responses<\/strong>. Here\u2019s a summary of the typical customer responses:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"\"><tbody><tr><td><strong>Seller\u2019s focus<\/strong><\/td><td><strong>Seller\u2019s statement<\/strong><\/td><td><strong><a href=\"https:\/\/www.shortform.com\/blog\/customer-response-spin-selling\/\">Customer response<\/a><\/strong><\/td><\/tr><tr><td>1) Features<\/td><td>Describes facts<\/td><td>Raises concerns about price<\/td><\/tr><tr><td>2) Advantages<\/td><td>Shows how features can help the customer<\/td><td>Raises objections<\/td><\/tr><tr><td>3) Benefits<\/td><td>Shows how the solution meets the customer\u2019s explicit needs<\/td><td>Supports or approves seller statements<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1) Customer Response to Features<\/strong><\/h3>\n\n\n\n<p>When the salesperson presents a lot of <a href=\"https:\/\/www.shortform.com\/blog\/mvp-features\/\">product features<\/a>, customers often respond with concerns or common sales objections to the price. In other words, <strong>emphasizing features increases price sensitivity<\/strong>.<\/p>\n\n\n\n<p>This works if you\u2019re selling a cheap product with a lot of features like a $10 watch. In fact, features have long been used to sell inexpensive merchandise because of their link to price sensitivity. The way it works is that when you list a lot of \u201camazing\u201d features, the customer expects a high price and is pleasantly surprised and more inclined to buy when the price turns out to be low.<\/p>\n\n\n\n<p>However, <strong>with high-end products, the price sensitivity created by listing features makes people <em>less<\/em> likely to buy<\/strong>; seeing the features makes them question whether it\u2019s worth the price. That\u2019s why an ad for a cheap watch lists dozens of features, while an ad for an expensive one omits features and instead creates an impression of style.<\/p>\n\n\n\n<p>When you\u2019re presenting a lot of product features but the product isn\u2019t selling, you don\u2019t need training in handling customer objections\u2014you need to stop emphasizing so many features.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2) Customer Response to Advantages<\/strong><\/h3>\n\n\n\n<p>As previously noted, citing advantages\u2014or showing how product features can help the customer\u2014has a positive effect on small sales, but the effect diminishes as sales grow larger. The fact that advantages often generate common sales objections may partly explain this.&nbsp;<\/p>\n\n\n\n<p>It\u2019s a matter of putting the cart before the horse. <strong>Research indicates that emphasizing advantages at the wrong time triggers customer objections<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s how the sequence goes: the sales rep asks a problem question, the customer responds with an implied need, the seller cites an advantage\u2014and the customer objects to the cost. From the <a href=\"https:\/\/www.shortform.com\/blog\/customers-perspective\/\">customer\u2019s perspective<\/a>, his problem is minor compared to the seller&#8217;s proposed solution.<\/p>\n\n\n\n<p>That&#8217;s because the sales rep tried to show how her product\u2019s features could help without first magnifying the customer\u2019s implied need. The customer, using the value equation, didn\u2019t feel his problem was worth the cost of the solution, and therefore he objected to the price. Had the sales rep first built up the value of solving the problem, she\u2019d have prevented the objection.<\/p>\n\n\n\n<p>By contrast, in small sales, where the cost of meeting an implied need is low, the seller doesn&#8217;t need to build up the need, or value of the problem, to get a sale.<\/p>\n\n\n\n<p>The answer to common sales objections in large sales isn\u2019t <a href=\"https:\/\/www.shortform.com\/blog\/learning-strategies-for-students\/\">learning techniques<\/a> to handle them. It\u2019s using <a href=\"https:\/\/www.shortform.com\/blog\/spin-selling-questions\/\">SPIN questions<\/a> to build up the problem, and thus the value of solving it with your solution. When the size of the problem aligns with the cost of the solution, objections are less likely to come up.<\/p>\n\n\n\n<p><strong>Objections can never be eliminated entirely. Customers may have needs your product can\u2019t meet or a competitor may offer a better product<\/strong>. No technique from a training class will prevent objections stemming from these issues.<\/p>\n\n\n\n<p>The key is to avoid triggering <em>unnecessary<\/em> common sales objections because research indicates that the higher the percentage of objections in the customer\u2019s response, the less likely your call will succeed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3) Customer Response to Benefits<\/strong><\/h3>\n\n\n\n<p>Research indicates that the more benefits sellers present\u2014that is, the more they demonstrate how the solution addresses the customer\u2019s explicit need\u2014the more positively customers respond. This isn\u2019t especially surprising. The customer has expressed an explicit need or want. When you show how your product can give him what he wants (present a benefit), he\u2019s naturally going to be happy.<\/p>\n\n\n\n<p>Developing needs and value before you offer the benefits of your product forestalls objections, but even better, it inclines the customer to support or approve of your solution.<\/p>\n\n\n\n<p>Here\u2019s the sequence: The sales rep develops the customer\u2019s need with implication and payoff questions, the customer states an explicit need, the rep responds with benefits\u2014and the customer reacts with agreement or approval.<\/p>\n\n\n\n<p>By improving your probing skills, you can prevent more objections, which will help you sell more successfully.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What to Do if You Get a Lot of Common Sales Objections<\/strong><\/h2>\n\n\n\n<p>If you\u2019re receiving more objections than you\u2019d like, first determine whether they\u2019re unavoidable (the customer has needs you can\u2019t meet) or avoidable objections.<\/p>\n\n\n\n<p>Most likely, they\u2019re the avoidable kind, which means they can be addressed. Here are two indicators that you\u2019re getting avoidable common sales objections that can be prevented by improving your questioning skills:<\/p>\n\n\n\n<p>1) <strong>You get objections early in the sales call<\/strong>. This means that instead of asking questions as you should be, you\u2019re probably jumping the gun by offering solutions and advantages. You need to ask enough implication and need-payoff questions to develop strong needs before you bring up solutions.<\/p>\n\n\n\n<p>2) <strong>You get objections regarding value<\/strong>. If the customer is raising doubts about the value of your solution, you haven\u2019t developed the problem or need enough to justify the solution. In this situation, the customer might say things like: \u201cIt\u2019s too expensive,\u201d \u201cI don\u2019t think a new system is worth the trouble,\u201d or \u201cWe\u2019re happy with the equipment we have.\u201d You need to talk less about features, and focus on asking probing questions.<\/p>\n\n\n\n<p>Common sales objections can feel like an unbeatable obstacle. But with the SPIN selling method, these common sales objections can become opportunities to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">make the sale<\/a> happen. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are common sales objections, and how should you handle them? How can the SPIN selling method help? Common sales objections can stem from issues with the product or with the sale. SPIN selling offers examples of common sales objections, and how to overcome them with customers.<\/p>\n","protected":false},"author":5,"featured_media":10099,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34],"tags":[91],"class_list":["post-10078","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","tag-spin-selling","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Common Sales Objections &amp; How to Handle Them - Shortform Books<\/title>\n<meta name=\"description\" content=\"Do you often run into common sales objections during customer interactions? With SPIN selling, learn about objections\u2014and how to handle them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/common-sales-objections\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Common Sales Objections &amp; How to Handle Them\" \/>\n<meta property=\"og:description\" content=\"Do you often run into common sales objections during customer interactions? 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