Objections are Opportunities in Disguise

Objections are an opportunity for more information. The information itself is bi-directional – meaning it might be information for you or it might be information for the client. So really we have two options when we find an objection:

  1. Ignore it.
  2. Do something with it.

Typically, those that choose number 1 don’t get very far in the sales world. So now that we have the objection – what do we do with it? The opportunity for more information comes from the fact that a lot of objections are just misunderstandings. The client doesn’t fully understand your integration with their other software products. The client doesn’t understand the value they’ll get from a one-hour coaching call once a month. The client doesn’t understand the deliverable timelines for the widgets you make. Typically you can work through these types of objections can be by reviewing some aspect of your product or service and ensuring they’re clear on exactly what you do.

But what about the other kinds? The kinds where clients say “you’re too expensive” or “your product doesn’t do XYZ”.

Those are different kinds of objections that you can often solve with information – just in the other direction. This objection is potentially giving you feedback on how to improve your product or service in the long run. If you’re doing a good job of gathering this information from prospective clients, you can start to look for patterns in what they’re saying. These common objections can point you in the direction of new features or new products altogether. These are often pointing to unsatisfied needs in the marketplace and if listening you can be the one to capitalize on these needs. Also, you may tweak your sales process to more effectively communicate some of these more clearly with prospective customers or develop ways to explain why this is maybe not as big a deal as they’re currently seeing it as.

One caveat: not every single customer request is worth developing an entirely new add-on to your existing service package. But if enough people want to add fries to their burger, then you might want to consider adding fries to your menu.

So in the future, don’t think of objections as a scary part of the sales process. It just means that at some level there’s learning to be had. Sometimes this learning is the client’s, but sometimes it’s yours. And if you do your work and get your education you’ll become a better salesperson in the long run.

Want more tips and tricks on Handling Objections? Check out this recording from our CEO Webinar Series: Handling Objections.