As a sales professional, you regularly hear your customers and leads say: NO! But let's be honest, turning around that 'no' is precisely what makes our profession so interesting. Selling only really starts when the customer has objections! Of course, a quick good result is nice, but a challenge is perhaps even more fun. The challenging routes stay with you and give you the most satisfaction. Will you win that one top customer after an interesting negotiation phase? Then you first have to deal with objections in the right way. How do you do that? We'll help you get started.

How do you respond to customer objections?

How do you respond as your customer or lead? objections has? Do you immediately counterattack? Are you starting to defend yourself? Do not! No matter how logical it sounds, it is very difficult to remain calm and not get defensive when someone attacks you as a person in a conversation. However, realize that counterattack or defense rarely leads to a fruitful path. Give your customer his or her value and adopt a neutral attitude. Do not respond directly or from emotion.

The people on the other side of the negotiating table expressed their objections because they want to be convinced by you and your organization, not because they want to attack you. An objection is therefore primarily a wish for conviction and confirmation. For example, you can first use a short pause to analyze which one motive behind it, whereby the customer experiences that he is being listened to. You can also decide to ask further questions to find out the exact circumstances of the objection. Then you can give a calm and convincing answer.

Don't agree under pressure

Sometimes customers have multiple objections and put the heat on you. Your price is too high, your conditions too strict, your offer unconvincing. And so on! You can deal with this by using so-called objection techniques. Move along with the customer and remain calm. Do not agree with the objections raised, but do indicate that you take them seriously. But also make a comment where possible. This is how you show empathy, which is very important in a sales conversation. You cannot always respond to objections immediately. It is certainly not a problem to state that you understand the objection and that you will discuss a possible solution with your colleagues after the conversation.

Another technique you can use is the filter technique, which reduces objections to their essence. By asking open questions in response to the objection, you will find out what is a problem for the customer. You then write down that essence and try to respond immediately or later with a suitable solution.

Turn objections into an advantage

Just like with complaints, where it is called the service recovery paradox, you can also turn an objection into a strong point in your negotiation. You use the mirror technique for this. By mirroring customer objections with the mirror technique, it is possible to turn the negative element into a positive way. For example, a customer may indicate that he thinks your product is too expensive. A common way to put pressure on you. Summarize the customer's objection and respond, for example, with 'if I understand you correctly, you would like to hear more benefits first'. This way you turn a negative comment into something positive, which the customer can agree with. Please note that you must be able to deliver on what you say. If you are more expensive than the competitor, you will have to have convincing arguments for this