Most sales pros don’t like dealing with objections, and there are several reasons why.

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Some objections come across like rejections, and that simply doesn’t feel good. Most of us fear rejection at some level. Other objections could signal that we’ll lose the deal, and we only get paid if we close deals. Still other objections are tricky — they’re just plain difficult to respond to in a calm, convincing way.

Whatever your reason for disliking objections, the first step in overcoming them is to not fear them or dread them. Objections are not necessarily bad things. They are a normal and healthy part of the selling process. Some objections are simply questions dressed up as problem statements. Other objections are stalling or delaying tactics. Some are “cries for help,” as prospects are stressed out and they desperately want you to prove that you’ll make their life better while not ripping them off.

Objections during prospecting time are defense mechanisms the buyer uses to protect their time. If you work in B2B sales, you prospect business owners, executives, and other senior decision makers. These people are so busy, they’re overwhelmed. Time is their most precious resource and it’s in short supply. That’s why busy decision makers will say anything to prevent you from getting 30 minutes of their precious time to try and sell them something.

Another kind of objection is used as a surprise attack to proactively put the prospective client in the driver’s seat instead of you or to proactively hurt your negotiating position before negotiating even begins. It can happen at any time during the process and is used by prospects to fluster you or throw you off your game. Examples of this objection include:

• “Just so you know, we’re a very small company, so we can’t pay what a lot of your other clients pay.”
• “Before we get started, what kind of fees will you charge, because if I can’t afford you, I don’t want to waste our time.”
• “I don’t think you have as much experience working with companies in our industry. That’s why we worked with your competitor in the past.”
• “Just to be transparent, I’m not going to sign anything today.”

No matter when you get an objection, there are a few important things you must do immediately.

First of All, Do Not Panic

Do not get emotional. Do not get irritated or inconvenienced. Do not get defensive. Do not deviate from your game plan. Objections aren’t personal; they’re simply telling you that you haven’t created enough value for them to give you time.

Another important piece of advice: do not slam the door.

What do I mean by “slam the door?” Some salespeople will get angry at the client or try to put a guilt trip on them, saying things like, “Geez, I’ve put so much time and effort into working with you, and I can’t understand why you would do this to me.”

Any sort of overly negative response or attempt at a guilt-trip is likely to drive a wedge between the prospect and you. Keep in mind that even if you lose a deal right now, if you play your cards right, you might get a deal later because you’re persistent and completely professional.

When you get an objection, first say something that shows you can relate to what the prospect is saying. Next, ask some clarifying questions. Third, minimize the objection, and then move forward.

Remember, a “no” now might not be “no” in the future.

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