But let’s call objections what they are: excuses for prospects to sit on their wallets.
You want to sell high. Prospects want to buy low. Regardless of what you sell, you experience objections from prospects throughout your sales process. And the objections aren’t just about price. They could be about any number of things.
All objections have a common consequence. They slow the prospect’s decision-making process and postpone getting a signature or an order.
Objections are best handled before the prospect brings them up. If, for example, you know that price is always an objection, you can wait until the prospect says, “That’s a lot more expensive than I thought it would be.”
Or, you can be proactive and reverse the objection before it becomes an issue. Early in your sales process you address the issue: “I know people sometimes feel our prices are higher than our competitor’s. But that’s not the case when you consider these three things….”
A key to closing more business in less time is to anticipate and speak to objections that are bound to come your way before the prospect brings it up. If you don’t proactively take the lead, your prospect is ruminating over his objection and tuning you out.
Learn more about handling objections and why this needs to be an integral part of your sales process in How to Close More Business in Less Time.