Last time we scraped the surface of sales objections, and why current digital content marketing strategies are reshaping what it means to prepare for objections.
Today we expand on the discussion and detail all of the types of sales objections a seller may face when trying to obtain commitment and close the deal.
In case you missed our last post, CLICK HERE to learn about SPIN question strategy, and find out why traditional tactics to recognize objections are falling by the wayside.
Buyers like to progress their own decision journey. The piecemeal sales interactions of the past – sales educates a buyer about product/service solutions - are neither efficient nor delightful to the buyer. At SKURA we recognize the Netflix’ization of the buyer decision journey (you heard it here first!). Essentially, buyers don’t have time to split their focus and attention across several purchase opportunities, and instead binge on information and content when they do have the time to devote.If this concept is new to you, I invite you to read our previous post about Netflix-inspired marketing strategies and sales enablement.
This phenomenon is nothing new, and represents the driving force for why those industries that push the envelope in digital content communications (both for lead generation and closing) also see the biggest gains in YOY revenue growth, attainment of quota, etc. Download the FREE eBook below for more on the New Approach to Sales that’s sweeping every industry.
Regardless of the digital content factor, buyer objections tend to fall within a few common categories, and those objections are easily countered with traditional strategy and enhanced with integrated closed-loop marketing technology.
Common Objections
Often these objections are an expected outcome to bad sales habits exhibited by sales reps in every industry. I suggest reading our previous post about the top 5 bad habits of sales reps for more insight on the topic.
(Image Source: Consulting Success, nd.)
Let’s examine 6 common objections that we recognize at SKURA, and ways that effective digital sales content management can rebalance the scales:
A Need Objection
This is among the most common types of objections and this kind of objection can occur at any point in the sales process. The buyer may not understand the product/service, they may not want the product/service, and they may have excuses for why this is so.
Let’s look at some examples, and how a sales enablement system can enhance the outcome.
|
Need Objection |
Traditional Counter |
Sales Enablement Support |
|
They say they don’t need the product. |
Use more SPIN questions, help the buyer understand the before/after implications of having the solution. |
Share your early persona content with the buyer. Monitor their interactions with the content and reply with tailored responses. |
|
Their current solution is working just fine. |
Dig deeper into how they are resolving issues with current technology, there may be a gap in their understanding. |
Leverage digital sales aids that supported other reps through this objection. Show late-stage persona material illustrating benefits for other buyers. |
|
No room for the product currently. |
Re-explain benefits, perhaps they were misunderstood. If the objection is valid (unable to accommodate a large piece of machinery) ask “is this no for now, or no forever” and follow up accordingly. |
Examine your sales analytics software, look for consumption patterns in content that illustrates product benefits and focus on areas the buyer may have inadvertently missed. Ask for permission to keep a digital content-based discussion going and automate the process. |
Traditional counters can be effective, but those with integrated sales enablement software can skip annoying clarification questions and hone in on value added discussions.
Want to learn more about the stages of the new decision journey? Find out where need-objections can influence your sales process with our previous article about buyer decision journey stages. CLICK HERE for more.
A Product/Service Objection
In this case, the buyer doesn’t like something about the product or service, but understands that they do in fact have a need. This is a crucial moment as the impact of this interaction will determine if the buyer considers a competitor over you.
Here’s a few examples:
|
Product/Service Objection |
Traditional Counter |
Sales Enablement Support |
|
They don’t like the design, colour, or other element. |
This is something that requires improved fact finding early on in order to understand this before it arises. |
Historical digital content consumption data would reveal these kinds of preferences. A solid mobile sales application can allow you to delight the buyer with rich multimedia tools to show the versatility of available options, and what you can do to enhance buyer confidence. |
|
They desire additional benefits not provided. |
Look for why these benefits are desired. The solution may provide these benefits but this is unknown to the buyer, or they may be attributing needs that aren’t solved by this category of solution anyway. |
Prior to the sales presentation, you would have insight into which benefits they investigated most often. You can leverage playbooks built around those areas and show that you have a keen understanding of what they wanted from the solution. |
|
They have preferred specifications not met by the solution. |
This requires a firm grasp of the competition and explaining how/why the specifications are best met by your solution and not another. |
Sales enablement software makes it possible to counter the objection at that moment, instead of waiting to return to the office and losing the immediacy of the sales call.
|
|
They dislike the quality or similar elements. |
The best solution here is past evidence of success such as testimonials or demonstrations. |
Objections about the product force a sales rep to adapt in the moment. Because the buyer is sales qualified at this point, it can be tough to know which material to bring and success depends on confidence. Sales enablement software integrates with other areas of the business to maximize sales rep awareness along crucial moments of the sales process.
New to sales playbooks? CLICK HERE to read our article that explains what a sales playbook is, and how it benefits digital content marketing.
Company or Source Objections
This objection is a challenge to the reputation and longevity of your brand, or perhaps the strength of brand loyalty perceived in the market. This is an objection to take seriously because it portrays the buyer’s view of you and your products.
Let’s see some examples:
|
Company/Source Objection |
Traditional Counter |
Sales Enablement Support |
|
Your company is too small or cannot meet the demand. |
Evaluate the validity of this objection, get to the root of this belief. Offer proof to counter the objection. |
This unique objection is where sales enablement truly shines. You’ll have a playbook of content tailored to this challenge, and proof of how content influenced past buyers with this objection. Being smarter and faster than the competition builds confidence in you as an ideal solution. |
|
They’ve never heard of your company before. |
In this instance your challenge is to highlight your strengths without disrespecting the competition or the buyer at the same time. |
Testimonials and case studies showcase your brand, as well as articles and social media reach are digital content types that can be accessed immediately through sales enablement. Allow the buyer to realize their error in doubting you by WOWing their experience. |
|
They doubt the staying power of your brand. |
Your knowledge of market forces will be tested here. You must instill confidence in the buyer that your firm can support them for the long term. |
Your sales enablement software is a testament to proactive thinking and preparedness. Show how you have helped other brands achieve their objectives because you’re already ahead of the competition at every turn. |
This kind of objection is less likely to occur with larger more established brands, but smaller newcomers can contrast cutting edge value-added sales processes to the strength of the brand as a whole.
We found that the actual product/service represented a major factor in only a minority of cases. Buyers are influenced by confidence and trust. In the first chapter of our ‘Sales Enablement Success’ series we highlight the need for an adaptive sales process. Learn more by downloading the FREE document below.
Price Objections
Objecting to price is perhaps the most recognized challenge. We all want a better price. A savvy seller finds reasons for this kind of objection and prepares for them long before it has a chance to surface by making the buyer feel confident, and perhaps even proud that they found this solution for their company.
Academia teaches us to re-explain the value of the solution, but restating a conversation that you already had with the buyer could illustrate your lack of awareness of their pain points - something many buyers are all too familiar with.
Let’s look at some examples:
|
Price Objection |
Traditional Counter |
Sales Enablement Support |
|
They feel your price is higher than the competition. |
Your job is to present evidence to the contrary, revalidate the value of the price, and perhaps offer lower tier solutions to illustrate the difference in value to benefits sought. |
This is a crucial moment where you can learn about why your buyer is considering a competitor. Sales content management makes it possible to pull up all related material in an instant and WOW the buyer now, not when you get back to the office. |
|
They need a lower price to afford it. |
Your solution should provide some value-added outcome, the buyer must be aided to better understand the relationship with costs & benefits. |
The buyer may not appreciate the positive influence your solution will have on both their strategic priorities and their cost base. You’ll have immediate access to digital content sorted by need outcome to reassure the buyer that your solution is worth the investment. |
|
Price isn’t different enough to switch. |
Benefits are both in short and long term, your job is to show how these benefits make the move a smart one for the future. |
This is where late-persona content management makes the difference. Pulling up case studies and testimonials to help the buyer see other examples where your solution provided value over time. |
It’s all about confidence. Anything can happen in the time between a price objection and your ability to respond with more solutions when you get back to the office . The best sales enablement solutions are mobile first, and empower an adaptive sales process in the moment it’s needed.
Time Objections
Sometimes you jump to the sale before the buyer is ready, other times the buyer could be hesitant prematurely. Sales reps must balance the desire to make a sale with the strategic objectives of a buyer. Going full sales-mode on the buyer can damage the trust balance. You must be adaptive to their current situation.
Here are some examples:
|
Time Objection |
Traditional Counter |
Sales Enablement Support |
|
I need more time to think about it. |
This may be an objection in disguise. Ask what they want to think about . Your role is to counter this root issue appropriately. |
Your digital sales aids will make all the difference here. You will be able to communicate the information they desire in that moment, and progress the decision journey. |
|
Please follow up in the future (next week, month, etc.) |
There may have been something missed in the explanation. Ask if there are any grey areas around the product. |
Integrated closed loop marketing will give you insights before the sales presentation starts. You’ll know what interested the buyer most, and this intelligence can be used to clear up any missing information. |
|
I cannot buy until I speak with XYZ. |
First determine if they ever had a strong desire. Ask if they would buy if they had the authority today. This may motivate their actions. You could also use this information to retarget a new decision maker. |
What matters here is the little details. You can’t risk losing anything due to scribbled notes or fleeting memory. Sales enablement automatically updates your CRM so you can double your efforts, not your record keeping. |
|
I still haven’t come to a decision yet. |
Investigate any missing information they may require, and set a firm date for a follow-up. |
You can share digital content during the sales presentation, and monitor the consumption until your next follow-up in order to show the buyer that you didn't forgot about them or their needs. |
It’s all about having the right conversation at the right time. Even the best sales reps know that insight into buyer motives and intentions can mean the difference between a delightful sales call, and one that wastes everyone’s time.
Hidden Objections
These may or may not be among the five categories we mentioned. Sometimes a buyer chooses not to reveal their actual objection. Your job is to sidentify these objections notwithstanding the lack of transparency and make the buyer confident in you, your solution, and your company.
You can ask dozens of questions, lengthening the sales process and frustrating the buyer, but what you need is actionable insight that makes the buyer feel like you understand their frustrations before they even bring them up.
We coined the phrase “adaptive trust-based sales” in recognition of the empowered buyer and what it means to add value to a buyer that self-educates long before they actually reach out for the sale. This is why traditional sales training doesn’t create top sellers anymore.
(Sources for Objections and Examples: Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker, Jr., C. H., & Williams, M. R., 2011; and, Wolfram.org, nd.)
To learn more about the adaptive sales approach, and why sales training alone won’t deliver top sellers, click the link below for a FREE copy of Chapter 2 in our “Sales Enablement Success” series. You’ll learn about the science of persuasion, and how to motivate effective sales through confidence and actionable insights.
Counter Objections BEFORE They Ever Come Up
Actions Speak Louder Than Words
Sales enablement software makes it possible for the sales rep to understand buyer motivation through digital content consumption insights. As they say, actions speak louder than words, and a buyer could be hiding objections behind a vail of pretty words.
As a sales rep, knowing what the buyer is looking at, how long they looked at it, when, on which devices, where, and the outcome from that consumption, gives actionable insights for a sales process that makes the buyer feel you really know them.
At the end of the day, in a highly competitive industry the buyer will prefer the solution that solves the problem faster, smarter, and more conveniently than any other.
Be faster, smarter, and more convenient with the insights that matter, and the capability to deliver a mobile first, omni-channel experience.
Struggling to decide whether to build or buy your sales enablement solution. We’ve put together a whitepaper on the subject. Click the link below for a FREE copy.
