Common Sales Objections

 It’s no secret that dealing with customer objections and closing the sale are two of the most difficult aspects of a salesperson’s job. In fact, the ability to execute these functions effectively can make or break careers. And these challenges aren’t uncommon pain points for salespeople: according to research collected by HubSpot, more than 36% of those surveyed said closing the sale is the most difficult part of the sales process, while 40% cited prospecting.

1. “It’s Too Expensive”

Price is at the top of just about every prospective client’s objection list, with almost six in every 10 buyers wanting to discuss it on the very first call. Of course, this can be a nightmare for a salesperson who just wants to guide the client through a product or service’s features and benefits. When a customer balks at the price, it can feel daunting to close the sale.

One way to handle the dreaded pricing objection is to give the customer some time to object. Let them voice their concerns (and truly listen to what they’re saying), and then ask any follow-up questions that help summarize their objection. Talk through it with them. Emphasize the product’s value, but avoid discussing price right away. Instead, ask them to consider what it will cost them if they do nothing, and help them consider the bigger picture of their business and bottom line.

2. “I Don’t Like Contracts”

Not everyone wants to be locked into a contract, even if it costs less than paying month-to-month. The prospect may cite lack of interest in a long-term commitment, or they may just be dragging their feet on next steps. Ask them exactly what they’re looking for in both contract terms and price in order to kick it up to your sales manager to explore possibilities.

For managers: Win over hesitant prospects by offering a month-to-month plan with no risk or long-term commitment, and to sweeten the deal, offer them a lower price if they lock in for a year or more. They may just want to test things out for a few months before signing on for the usual contract terms. The upside is that the no-contract terms generate more revenue and give your company an opportunity to ‘wow’ them with your product or service.

3. “I’m Already Under Contract with Someone Else”

Discovering that your prospect is already under contract with someone else can be a tricky course to navigate, but it doesn’t mean all hope is lost. After all, if you backed down every time your competition got to someone first, you wouldn’t have much of a client list. These prospects may just need a reason to pull the plug and take the financial penalty to break their contract and sign on with you. If possible, ask what their contract terms are and start sleuthing to get more information.

Ask questions about whether or not they’re satisfied with the competitor, and what they like and don’t like. This is your chance to jump in and empathize with their frustrations, and talk through how your product or service is different.

For managers: Once you or your team has the prospect’s curiosity piqued, authorize enough of a discount on the first month to cover the cost of terminating their current contract. It’s a win-win for everyone — except for your competitor.    

4. “There’s No Time to Deal with This Right Now”

Procrastinating clients who simply won’t sign a contract are common in just about every industry. We already talked about how some prospects don’t want a long-term commitment or are under contract with someone else. But others are just too busy and simply don’t have the mental bandwidth to consider one more proposal. That’s why continuous follow-up is key in order to catch prospects at the right time. Sometimes success is just a matter of being there at the right moment.

For managers: It’s time to roll up your sleeves and go after their business. Instead of just asking when you can call these prospects during the next quarter, find out what they like and don’t like about your product. Then, prepare a small presentation and go over the details with them to clear up their concerns during your next meeting.

5. “I Need to Talk to My Team”

Customers who insist on talking to their team before buying from you are likely just procrastinating and want to hold off on making a decision. Or, they may not be the actual decision makers in the first place, and are the wrong people to talk to. This is the time to get a new strategy in play. For starters, find out what their team is looking for, and ask for a lunch meeting to explore things further.

For managers: Follow through on the efforts of your salesperson by finding out who the decision makers really are and asking for a meeting. Even if they decline your invitation to meet, you have their information in hand and a better idea of who to address directly during the next sales round so you can work through their objections and close the sale.