I was in a professional SaaS training once a long time ago, and you would not believe what the instructor of the course started out with.
He said verbatim, “objections are good because they are a tell tale sign that the prospect is interested in buying.” He was trying to claim that it was a buying signal.
I could not believe what I had heard from him addressing an entire audience of software sales professionals. Who in their right mind could endorse this? I thought to myself – this guy was a complete idiot.
I arrived at this conclusion after doing some self reflection. I compared some earlier sales years at an entirely different company. During these years, there were few to almost no objections raised by prospects. My sales numbers couldn’t have been better.
However, in more recent years, dealing with a sophisticated prospects and selling a “culture shifting platform”, objections came about all the time. My sales numbers weren’t as solid as in earlier years.
A couple of characteristics of objections I’d like to share based on my own experience:
- Objections are more often created by the seller and not the one being sold to.
- In an average selling team, there’s typically one person who has to come face to face with 10 times as many objections per selling hour as another colleague in the same selling team.
- Skilled salesmen receive much fewer objections that not so skilled salesmen because they know how to PREVENT objections, not objection handling.
Features, advantages, and benefits can yield a different response by a prospect depending on how you spin it.
For example, prospects are much more likely to raise price related objections when the seller goes into feature mode. AKA listing off a bunch of features one by one to the prospect during a demo or discovery call.
Advantages are prospect specific benefits as a result of a particular feature your product or service has to offer. More times than none, if you listing and spinning features into advantages, this gives the prospect more reason to logically dig into every advantage you articulate with just another objection.
So now you’re probably thinking to yourself, if I can’t communicate features and advantages, how the hell do I PREVENT objections from surfacing?
Well my friend, if you KEEP READING, I’m going to let you in on a little secret of mine that I believe you help you immensely! Here it is:
If you build perceived value in the prospects mind in the conversation you are having with them, this eliminates most instances where objections will surface.
This is done by asking a pain question to the prospect. The prospect admits the pain to be true. This is your cue to then DRILL INTO that pain point.
Instead of tackling the objection head on, you need to drill into the root cause of the objection.
The key here is to lead in with benefit statements and in turn receiving expressions of approval from your prospect. Then asking a positively reinforcing implication question like, “If we were able to save you X amount of time with this platform, what type of impact would that have on your daily productivity”. You MUST paint that picture in their head.
- If you want to get better at controlling the sales process, then improve your probing skills. Be able to dig into the real pain your prospect is facing and make them realize the business implications of that pain.
- Prospects rarely bring up objections when asked open ended questions. If you can become a master at asking open ended questions, this will make a massive difference in your success in sales. This is crucial in any software sale.
- Don’t talk about your solution, in terms of features, advantages and benefits, until you have asked enough questions to establish LEGIT NEEDS in the MIND of your prospect.
- Any solution to objection prevention lies in the seller’s ability to needs development, not objection handling. If you’re getting objections around pricing, don’t bring up anymore features, go back to the root cause of why that prospect reached out to you in the first place, their NEEDS or PAIN POINTS. That’s it for now.
If you want to avoid having a THIN PIPELINE, check out a free chapter of my ebook on objection handling here:
Or, entirely up to you, but if you don’t want to be that salesperson who risks missing their quarterly quota and want to truly become an expert in objection handling and GETTING INSIDE THE MIND OF YOUR PROSPECT, get my book here: .