Effectively handling objections from prospects can make or break sales. According to a recent HubSpot survey, the average sales rep hears 10 objections every day, 44% of deals don’t close because of inadequately answered objections, and just over a quarter of reps say they’re able to respond objections effectively.

Here are six ways to handle – and ideally overcome – objections to move the sale to a successful close.

1

Develop a solid discovery process.

Anticipate objections later in the transaction by asking the right questions from the beginning and making sure the prospect is worth pursuing. Find out details about their goals, budget, urgency, needs and wants to be certain they align with what you’re able to offer them. This way, you can head to the close with few – or no – objections.

2

Thank prospects for their feedback.

It’s frustrating to be faced with an objection to counter as you’re hoping to head to the close. But to assuage prospects, express genuine appreciation for their response and empathize with what they’re saying, validating their concerns. You’ll build trust and rapport, and encourage them to open up about what they’re thinking, which will help you talk them through it.

3

Listen actively.

As prospects share objections, truly listen to what they’re saying and repeat back to them a synthesis of what they say to make sure you understand. Express patience and empathy as you talk through it, and be open to a back-and-forth conversation that addresses their concerns.

Only
27%
of sales reps can overcome objections effectively.(HubSpot)

4

Ask open-ended questions.

Avoid queries that only require a “yes” or “no” response. You want to encourage prospects to share information that you can work with. For example, if they say they can’t get approval for the purchase, ask them more details about what it would take to get that approval and the timing of it. Peel away the layers of the onion to uncover a possible way to move forward.

5

Use social proof.

Instead of trying to persuade the prospect of the value of the purchase, leverage customer references, case studies and reviews as evidence. You can also share details of successful campaigns with clients who had raised similar objections and concerns.

6

Set a time to follow up.

The prospect may ask for more time to think things over. Express patience if they ask for that time, but don’t leave it indefinite. Put a specific date and time on the calendar to follow up, and let them know they can ask you any questions they may have in the meantime.