Sales engineers can invest hours perfecting their sales pitch, but even a perfect pitch can be ruined by poor objection handling. Salespeople must spend some time preparing for objection handling in advance.
Objection handling is when a prospect presents a concern about the product/service a salesperson is selling, and the salesperson responds in a way that alleviates those concerns and allows the deal to move forward. Getting an objection from a client is a good thing! It means the prospect has enough interest to at least engage with you, rather than flat out dismissing you. Prospects who don’t come up with objections either aren’t qualified to make a decision or don’t have the money or credit to make a purchase.
When trying to overcome sales objectives, it is imperative you respond appropriately and avoid reacting impulsively to your prospect’s objections. You might think jumping in with a quick response is the best tactic, but it’s much better to listen carefully to what they are saying so you don’t make assumptions about what they want/what they mean. While your prospect discloses their objections, listen to understand, not respond. Avoid interrupting them while they are speaking, and give them space to voice their concerns and objections freely.
It’s vitally important that the prospect realize that you heard the objection and that you’re willing to discuss it. Therefore, you must hear the customer out, and ask for more information or a clarification of the objection. The key is to acknowledge what the customer is saying and then offer them a compliment, and then asking questions before you have to answer an objection – provided you ask the right information in the right way.
Train yourself to ignore any negative emotions you may be feeling, and stay focused on what the buyer is saying and the business problem you are helping to solve. Be careful NOT to ignore the emotion that the customer is displaying when they share the objection. Match the intensity of the emotion with your response/question. Ask your potential buyer how they feel about what you’ve said, or if you’ve alleviated their concerns.