Episode #185: Covid-19 Or Not, You Still Have To Master Client Objections

Client hesitation or objections to buying from us are indicators we have failed in some keys areas in our preparation, questioning or solution explanation with the client. We have not fully understood what the client needs, have not matched our solution with what they need, have not shown sufficient value from our solution and have not created any sense of urgency to take action now.

Here is a five step process for handling client push back on our offer.

1. Listen

The objection we are hearing is probably something we have heard before. We think we already know what the client is going to say before they finish and we jump in to overcome the objection. Big mistake! We have to wait to hear them out and really understand what is the problem, not what we think is the problem.

2. Use a cushion

When we hear the objection we often say the first thing that comes into our mind. This is rarely our best response. We need a few seconds to think how we are going to approach this issue with the client. This is where we make a neutral statement, which neither agrees nor disagrees with the client, so we can buy ourselves some thinking time. It might be something like, “I know making the right decisions for the company is very important for you”. In the few seconds it takes to say that, our brain can move to professional objection handling mode rather than reacting emotionally to what was said by the client.

3. Question

The first thing we should do is not respond to what we heard. Instead we should ask them why that objection is a problem. What is the exact issue we need to fix? We need to get the client talking because we will pick up valuable information about their situation and constraints on them moving forward. An objection is often shorthand for a much more complex set of reasoning as to why they are not going to buy from us. We need the complex version not the abbreviated headline.

4. Respond

Now we know what we need to say and we have three choices:

Deny: Do not accept anything from the client which is factually incorrect or is misinformation. Correct it immediately and be prepared to offer proof.

Admit: Admit any problems your company has had now or in the past. Don’t try and deny things which are true, we just seem untrustworthy.

Reverse: Turn the objection into a reason for buying.

When we respond we need to consider the interests of the buyer – who are they? We need to be talking about things from their point of view.

Are they the Executive Buyer looking at the big picture, the Financial Buyer looking at the cashflow, the Technical Buyer worried about the spec or the User Buyer worried about reliability and ease of use?

We need to ask more questions because we have missed something: What is their primary interest – the thing they are trying to achieve, their buying criteria – budget, timing etc., other considerations – payment terms, delivery times, warranties and their buying motive – what will it mean for the client if the solution works well?

Now we have better understood the client’s situation and needs, we start again to persuade them to buy. We need to provide proof and evidence that shows what we claim is true and they can trust the solution will work.

5. Evaluate

Check that we have dealt with their objection completely. Are they ready to move forward? If not find out why and work on that issue.

We may be in lockdown, but the basics of sales have not changed. Clients will have all sorts of reasons why they don’t think they can buy from us right now. How we deal with their pushback differentiates the dilettante from the professional.