It is a challenge of the sales profession dealing with objections. Every sales professional knows that a sales conversation that has gone well does not end as desired... your prospect has objections. What do you do to remove these objections and still close the deal?

Common storage

The objections your prospect may come up with are numerous. The most well-known objections, which you have undoubtedly heard before, are often interesting signals at the same time. For example, 'I can't sell this internally' is a clear signal that you are not sitting at the table with the right decision maker, or that your prospect is unsure about his or her own internal persuasiveness. Also 'I think it's too expensive' is a relevant signal, as it indirectly indicates that the prospect is indeed interested and also has a maximum price in mind. But, your prospect cannot only show objections by saying it literally. Body position also says a lot, and is much more difficult to tackle. For example, your prospect may sit at the table nonchalantly or disinterestedly. What are you doing then?

From objections to sales

Based on the assumption that most objections that a prospect may express during a sales conversation are valuable signals that a top salesperson can use to his or her advantage, we have listed a number of important practical lessons. These lessons can help you turn objections into sales!

1. Listening ear, inspire confidence

If your prospect has objections and doubts, there is often no point in continuing to speak and promoting your organization. Going on about how good your company is and the service you provide is not going to help you one bit at times like this. In fact, the prospect will shut down. Always put the ball in your conversation partner's court. Let him or her tell the story and indicate what the objections are, and then swallow your desire to respond. A listening ear inspires a lot of trust and also comes across as 'smart'.

2. Ask further questions

Listening therefore creates trust and creates space for intensifying contact. Listening is best followed by asking questions. Keep asking questions until you find the core of the objection, and then come up with a suitable solution. Once you have come up with a solution, immediately ask the question whether the prospect with the solution in question is interested in a purchase, or whether there are any other objections.

3. Is there real interest?

You can't do each sales call to sales transform. It is very important to realize that. Objections through body language in particular can be a signal that you are having a lost conversation. This is often the case when your lead has been instructed from above to talk to you... do you recognize that? The employee in question then feels passed over and sidelined by his or her manager. I have personally experienced this several times in practice; your conversation partner will immediately adopt a defensive and negative attitude. Of course, try to gain trust, but don't force it. Prospects who have been recruited through aggressive acquisition have also often agreed to an appointment just to get rid of the call agent... so no real interest. Be very careful with this, don't just throw away your valuable time.

4. Never give up

A salesperson is like a top athlete. Whether it is a skater, footballer or cyclist, the true top athlete and top salesperson never gives up. As long as there is still a realistic hope of interest from your prospect, no matter how many objections there are, you must persevere and keep talking. The bond that is forged is of great importance for the future. And as we all know, persistence wins!

Would you like to learn more about handling and transforming objections? Then the book written by Kenneth Smit is called 'Sell well, profit for two' maybe something for you!