7 do’s and don’ts of handling objections

Nov 9, 2021

How do the best salespeople overcome their prospect’s objections and win the deal? First, they get the basics right. Let’s find out more.

Occasionally you might be able to simply call up a prospect and sell your product there and then, but it’s rare. Most of the time, your prospect will have an objection or objections that you have to address. Handling objections isn’t easy – and it’s one of the things that salespeople often get nervous about. However, when you get the fundamentals right, you can turn an objection into an opportunity to solidify your relationship with your prospect and make the sale. 

In this article, we’ll look at seven do’s and don’ts when it comes to objection handling. Let’s go.


1 – Do expect objections

When you sell, you encounter objections. It’s part of the sales process and handling objections is part of your job as a salesperson. So, you shouldn’t act surprised or offended when your prospect offers an objection, nor should you try and avoid it by simply giving up. Handling objections is part of winning the deal.

However, there are things you can do to minimise the number of objections you receive. Much of the time, objections arise because:

  • The prospect doesn’t have the budget available
  • They aren’t the sole decision-maker on the purchase
  • They don’t need your product
  • It’s not the right time to buy

You can avoid these objections by ensuring your prospect has the budget, authority, need and time (BANT) before you start selling to them – at the qualifying stage. The harder you qualify, the less often you’ll encounter objections based on those reasons. 


2 – Don’t wing it

You know you will encounter objections, so there’s no excuse for poor preparation. Instead, think about the most common objections you hear and how you handle them successfully. You could even compile a playbook for handling specific objections. 

Before you talk to a prospect, think about what specific objections they may offer up, based on their specific situation. When you do this, you’ll sound more confident and be able to tailor a solution that matches their individual needs.


3 – Do clarify the objection: seek to understand

When your prospect makes an objection, your first step should be questioning exactly what their objection is about – that’s to say, truly what is the question behind their question? Otherwise you may misunderstand what your prospect is objecting to so you won’t be able to resolve their problem. 

Firstly, stop and take a breath. Then, ask open-ended questions to your prospect that gets them to elaborate on their objection. Get as much information as you can. Once you think you have all the necessary facts, repeat back to them what you believe the objection is and ask them to confirm that you are correct. 

Often, the objection your prospect offers may be masking something else. A lot of the time, the real objection is that they don’t want to talk to you right now! But, you can only remedy the situation when you know.


4 – Don’t steamroller your prospect

When they make an objection, your prospect wants to feel understood. They want to feel that you have taken it on board and that their objection is valid. So, show them this.

It’s tempting when you hear an objection to get nervous and start talking at high speed about why they’re wrong. However, this will never get you past the objection. Instead, slow down, listen and understand. Your patience will pay off in the long run.


5 – Do remove the objection from the rest of the sales process

As mentioned before, the objection your prospect gives you may not be the real reason they aren’t making the purchase – or it may not be the only reason. You need to make sure that the effort you are about to make to resolve their objection is going to lead to a deal. Otherwise, you’re just wasting your time.

Ask your prospect whether, if you can solve the objection they have given you, will they make the purchase, or are there other obstacles in play? When you have that commitment from your prospect, you can tailor a solution that works for both sides.


6 – Don’t argue with your prospect

Losing your temper with a prospect is never going to win you the deal, no matter how wrong you believe them to be in their objection. On the other hand, being curious and validating your prospect will always achieve better results than confrontation. 

You never know when you may cross paths with this prospect again, so don’t destroy your relationship over something silly.


7 – Do create a win-win situation

Overcoming objections isn’t about humiliating your prospect. It’s about creating a situation where they think they’ve won and feel good about making a purchase. 

A great way to achieve this is by turning their objection into an opportunity they can’t turn down. For example, if your prospect tells you that your product is too expensive, can you position it as an investment that will produce a quantifiable return? If they say that it isn’t the right time to buy at the moment, can you show them why it’s the perfect time?

Once you’ve negotiated with your prospect and you’ve reached an agreement on the objection, make sure you’re back on track. Ask them if there is anything else that they feel that you haven’t addressed. Get them to tell you that you can move on to the next stage of your sales process.

Remember, objections are part of selling. Rather than avoid them or let them derail you, anticipate them and handle them in a way that creates a win for you and your prospect. Good luck!


Find out more from SaaSLeads

At SaaSLeads.io, we recruit, develop and deliver SDRs to your organisation, ready to produce excellent results in your sales team. Our SDRs have an excellent grounding in the basics, ready to branch out into more advanced techniques.

Our extensive training programme teaches SDRs to generate excitement around the impact your product brings. First, they learn how to move your prospects through a structured sales process that leads to more won deals. Then, when they get to your company, they’re ready to produce unparalleled results. 

To find out more, contact us by filling out the form below.

Jack Vesztrocy

Jack is an SDR here at SaaSLeads.

During his time with us he has displayed how quickly he learns, as well as his ability to exceed targets and excel in all things sales.

Jack has a Bachelor of Science – business and management degree from Aston University and has A Levels in Biology, Business Studies and French, which we are sure will come in handy if he needs to finalise deals in French.

Outside of the world of sales, Jack has experience in marketing and was previously a Marketing Assistant. He has also completed a social media and PR internship.

You can find Jack on LinkedIn here, where he showcases his social media skills.

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