Understanding and preparing for common sales objections
We talk about overcoming objections, but we often teach how to deflect or pivot away from these protests. You’re not overcoming; you’re simply avoiding or suppressing them.
When you deflect or pivot, you leave the objection open.
As a result, you simply let that anxiety or fear build in your prospect’s mind. Be sure that the person will address and satisfy that objective subconsciously. And, it’s not likely to be by buying your product or service.
Photo by Priscilla Du Preez on Unsplash
Instead, you need to resolve these tensions in considering your product or service - build confidence and certainty that you are the solution they need.
Objection loops can help.
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Looping through objections is a process by which you acknowledge the protest, maybe even repeating it back to the prospect. Then you’re going to work through a process - using theming - to confirm what specific uncertainty fuels the objection.
Then you’re going to loop back into your presentation, having increased their confidence in that area, leaving that concern behind, and productively moving them forward on your “straight line” (h/t: Jordan Belfort) to closing.
When we loop, we try to get one of these three things right.
Increase their level of confidence in your product, you, or your company
Lower the friction to take action - try or buy
Intensify the focus on their need - increase urgency, scarcity, or missed opportunity
When looping through objections, we test potential objections by proactively offering solutions. This process kills the anxiety fueling the objection and builds the prospect’s confidence in making decisions.
Let’s look at some common objection loops.
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