This article originally appeared in the July 2024 issue of Security Business magazine. Don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter if you share it.
In the past, when salespeople were engaged at the beginning of the discovery stage, they took small steps into unknown territory with their customers. They had the opportunity to ask thoughtful questions and get to know the customer's situation, problems, and pains. The development of a solution was collaborative between salespeople and customers, and when objections arose, they were usually part of an exploration that simply shifted the direction of the conversation.
Today, with many sales conversations starting after customers have done their research and feel like they know the right solution, salespeople are naturally encountering more objections. Not only are they more frequent, but the objections are more absolute.
Since many customers already think they know the solution and how much it should cost before engaging with a salesperson, overcoming objections today is virtually impossible. While in the past it was a matter of conversation and negotiation, today it seems to be like challenging a customer’s belief system and intelligence. So, what can we do?
The best way to manage objections is to raise the objection before your customer does. This technique is important because today’s ubiquitous and relentless information overload has created a connection between one’s stated opinion and their self-worth. For example, if someone states a political position today, it is almost impossible to change their mind.
People feel like the statement “you’re right, I’m wrong” is a death sentence to one’s reputation; therefore, when meeting with a potential customer – especially after they have done hours of research – they will dig in their heels and not budge after raising an objection.
If you bring up the objection before they state it, however, then you have a chance to have a conversation and negotiate.
How to Raise the Objection First: Two Scenarios
To raise an objection before a customer does, you must know what the objection will be. This is not as difficult as it sounds. When preparing for a sales call, a salesperson will know the type of business it is, the role of the person they are speaking to, and the application that will be discussed.
You can successfully anticipate objections; when building a presentation, it helps to brainstorm potential objections and determine when to raise them. Consider the two scenarios below, which illustrate the importance of being first with objections:
Scenario One: The customer makes the objection first. Salesperson: “Our extended maintenance plan gives our customers peace of mind.” Customer: “I’m not paying for that. We already have a warranty for three years.”
Scenario Two: The salesperson makes the objection first. Salesperson: “Many of our customers initially didn’t want our maintenance agreement because they already have a warranty; however, the warranty only covers the equipment, while our program also provides proactive remote maintenance, annual system training, and other items that will help you get the most value out of your investment. Do you think this will be an issue?” Customer: “It depends on how much it costs. Price it out for us and we’ll determine if it makes sense.”
Don’t try to overcome objections; today, objections must be managed. State the objection before they do and it will result in conversation and negotiation.
