How to Never Have to Handle Another Customer Objection Again

10 min read
May 25, 2022

There’s nothing worse than knocking your final sales pitch out of the park only to get hit with a customer objection like, “It’s not in the budget” or “I don’t think this is what we need?”...

Especially when you already went over the moon to show the prospect that you hold the answers to their problems.

However, what if I said you don’t need to get hit with another customer objection again?

Despite the fact that just about every sales team gets hit with objections, getting hit is almost 100% preventable in most cases!

To help you never get hit with another objection again so that you can close more deals in less time and with less pushback from customers, I’m sharing a guide on how to prevent customer objections altogether.

From here on out, there’s no excuse for another customer to make an objection and throw a deal into limbo.


Handling Sales Objections SHOULDN’T Be an Average Experience!


Most sales teams have accepted that facing customer objections is just a natural part of the sales process.

In fact, they’re so sure that they’re going to have to handle objections that they delegate an entire stage of the sales process for objection handling AFTER making the final sales pitch.

However, what these salespeople fail to realize is that just because handling objections is an average reality for most sales teams doesn’t mean that it’s normal.

Constantly having to face objections is a part of the average sales experience, but it ISN’T normal. Rather, it’s a sign of a bigger problem with your sales approach.


Just Because Something Is Average Doesn’t Mean That It’s Normal

Average and normal are not the same thing.

The average American experiences a significant amount of financial stress, but that doesn’t mean that financial stress is normal or okay.

Also, the average sales rep is afraid to make sales calls and follow up with potential customers, but that doesn’t mean that that’s normal or okay.

Whenever something is average but not normal, such as having to handle objections throughout your sales cycle, experiencing financial stress, or feeling afraid to call potential customers, that doesn’t mean that those experiences are NORMAL, okay, or acceptable! 

Instead, it means there’s a significant problem lurking beneath the surface that you’ve just accepted the reality of rather than trying to change.

When you tolerate constant customer objections, you’re basically saying, “Yeah, this sucks, but I’m going to accept it for what it is because it’s just a reality of B2B sales.

NO! If you’re in pain over something, that’s a sign that something needs to change, NOT that you should keep on as is.

Bottom line: If you don’t like having to deal with your prospect’s objections over and over again, then don’t accept the situation. Instead, change it!


What are the steps to handling objections?


Potential Customers Only Make Objections If You Do This…


There is no reason for a prospect to make an objection other than if you make this mistake: you fail to show them that you are the expert with the right product/service who can get them to their desired outcome better than anyone else could.

Moreover, if you show prospects that you have the key that unlocks the door to the outcome that they want, then they won’t object to you because they’ll see you as an expert who they can’t afford to lose.

By the outcome that they want, I’m talking about the ultimate business goal that they’re trying to achieve. For example, one of your prospects might be on a mission to become the #1 business in their industry–your job is to show them how you and your solution will get them to be #1.

Furthermore, your job is to show prospects that you are the expert with the solution that can remove a roadblock (AKA a pain point) that’s currently standing between where they are now and that ultimate end destination they’re chasing better than anything else.


YOU Control Whether or Not a Customer Makes a Common Sales Objection

At the end of the day, you control whether or not a customer makes an objection. It’s not the prospect’s concerns or incompetency standing in the way. 

Rather, it’s the fact that you didn’t show them that you’re the expert with the magic solution that they need to get from point A to point B.

If a lead does end up making an objection after you’ve already done everything you could to prevent it from happening, then you:

  1. May not have properly qualified the lead in the first place;
  2. Somehow vendor-ified yourself (AKA, showed the prospect that you’re more of a vendor and less of an expert); or
  3. Are dealing with a lead who doesn’t really know what they want.

The good news is that the fact that it is your fault when a customer makes an objection means that you have the capacity to change the situation.

You’re not at the mercy of your prospect’s concerns! Instead, you’re at the mercy of your own capacity to take action.


Don’t Blame Prospects When They Make an Objection

If you blame anybody but yourself for the challenges you’re facing, then you’re rendering yourself powerless to those challenges.

Moreover, you’re basically saying, “It’s their fault that I’m dealing with this problem, therefore there’s nothing I can do to change it!

Sounds a little disempowering, doesn’t it?

Top sales professionals know that when a customer makes an objection it’s thankfully their own personal problem. Because they recognize that it’s their own problem, they understand that they’re the only factor standing in the way to overcome that problem.

The moment you blame somebody else for your problems means that you’re powerless.

Instead of rendering yourself powerless the next time an objection is thrown out there, remind yourself that you’re the one with the power to prevent it from happening again. Instead of blaming somebody else, empower yourself.


How do you handle objections from customers?


Here’s How to Never Have to Handle Customer Objections Again


Here’s exactly how to never handle another customer objection again by preventing objections from arising altogether.

Each of these techniques help you hone in on selling the prospect’s outcome so that you can emphasize the fact that you’re the sole expert who knows how to get them from where they are now to where they want to be in the future!


NEVER Send Another Free Proposal

Most salespeople start every sales cycle by sending prospects a free initial proposal. They spend hours putting together what they think is sure to enthrall the prospect and get them to say, “Yes, this is exactly what I’m looking for!”

However, this rarely happens, if it ever happens at all!

In reality, what ends up happening is the prospect receives the proposal and then sits on it for days, if not weeks. All of a sudden, the salesperson finds themself sending one of those awkward, “Hey, just circling back. I put in all this work, so what do you think?” emails.

To their surprise, the prospect hits back with objections like, “Is this all really necessary?” or “Why does this cost so much?” And that’s if the salesperson is lucky enough to get any response at all!

Here’s the hard truth: Sending a free initial proposal to a prospect is literally ASKING for prospects to object to you because you’re asking them to give you the green light when they don’t even understand their problems in the first place.

Salespeople who send free proposals make the cardinal mistake of believing that prospects know what their problems are and what solution they need to solve them. 

However, in reality, prospects have no idea what their problems are or how to solve them, so sending them a proposal presenting a method to solve their problem is completely pointless.

Sending a free proposal to a customer who has no idea what they’re talking about is like asking for them to object to you, so just stop sending them altogether!


Don’t Ever Offer More Than One Option

How often do you make your final sales pitch and then close with, “Okay, so here’s your three options! Option A is this price and you get this many services, Option B is a lower price but still gives you this…” and so on?

Have you ever taken a step back and asked yourself why you do this?

If you’re offering leads multiple options, you’re basically saying, “Yeah, I told you I was the expert and knew what you needed, but I’m still giving you options to choose from because I don’t want you to think I’m pushy/too expensive/etc’.

Moreover, if you’re offering more than one option, you’re sending the message that you’re not the confident expert who knows exactly what the prospect needs as you said you were.

Not only that, but you start to confuse the prospect right at the bitter end of the sales cycle.

Suddenly, they’re wondering which option they should choose which confuses them, forces them to reconsider making a decision all-together, and eventually leads to objections.

Rather than giving a prospect more than one option, tell them exactly what they need! No more options... just one option left as-is so that there’s no room for your expertise to slip and objections to arise.


objection handling in sales


Make Your Sales Approach Like That of a Journalist

Most sales reps walk into selling situations thinking that they know everything there is to know about the prospect’s needs and what it’ll take to solve them.

As a result, they spend the entire selling process talking instead of listening, make their final pitch, and then get hit with, “Um, this isn’t what we wanted" or “This doesn’t make any sense to us.

The truth is that while you might be the expert who understands your prospects' pain points and how to solve them, you’re not a mind-reader, therefore you don’t know what outcome your prospect is chasing unless you ASK them what it is.

Do they want to be the #1 company in their industry, develop a revolutionary new product, or solve world hunger? Who knows!

But, because you’re selling a pathway to an outcome outcome, you can’t go the entire selling process without uncovering that outcome. That is, at least, if you don’t want them to object to you.

To uncover the outcome they want, transform yourself into a journalist. Walk into every sales scenario as if you’re an investigative reporter wanting to get a clear and unbiased reporting on a situation.

Being a great salesperson isn’t about having all the right answers, but having all the right questions to ask. Never underestimate the power of asking questions, asking more follow-up questions, and active listening!


Never Ask Another Open-Ended or Empty Question

Nobody likes having their time wasted, yet sales pros constantly waste their and their prospect’s time.

Rather than getting straight to the point to uncover what the prospect’s pain point is and what solving it would mean for them, salespeople ask open-ended questions that get them nowhere.

Suddenly, the prospect’s buying process turns into an empty, never-ending ordeal in which they’ll make an objection just to get out of.

Not only that, but with consistent open-ended questions, prospects get confused because they don’t know what value they’re taking from the conversation.

From now on, stop asking open-ended questions that get you absolutely nowhere. Instead, start asking direct questions to get direct answers. As a result, you’ll:

  • Speed up the selling process;
  • Control the prospect’s attention; and
  • Get the information you need to prevent being objected to.

Unless you speed up the selling process by asking direct questions, you’ll lose the prospect’s attention. Once you lose their attention, GOOD LUCK getting it back!

The goal is to spend less time asking higher-quality questions. That way, you speed up the selling process, get the information you need, and keep the prospect intrigued so that they make fewer objections.


STOP Highlighting Product Features

Prospects don’t care about the features or tech specs of your product/service. What they DO care about is whether or not your solution is going to get them from where they are now to where they want to be in the future.

Imagine you’re at a car dealership looking to buy your first luxury vehicle. Suddenly, the salesperson starts hitting you with words like ABS, turbocharge, and supercharge... 

All you wanted was a car that would make you feel more luxurious, but now you’re considering all these features that you’re not even sure you need. Thanks to the salesperson highlighting features, you make objections, get more confused, and walk out empty-handed.

Prospects don’t necessarily care how you’re going to get them from point A to point B. Instead, they just care that you’re able to get them from point A to point B efficiently. 

So instead of trying to sell cool tech specs, show them that you know exactly how to get them to the outcome they want.

The value of your product or service has nothing to do with its features and everything to do with how efficiently it can help prospects reach their ultimate desired outcome. Unless you want them to object to you, then just stop selling features and tech specs!


Final Thoughts on How to Never Overcome Objections Again


Letting a messy customer objection throw off what could be an easily closed deal is a stupid thing to let throw you off. 

Thankfully, YOU have the power to prevent getting hit with objections altogether; all you need to do is show prospects that you’re the expert who can take them from 0 to 100!

No more “I can get this cheaper from somewhere else” or “This isn’t very important to us right now!” 

Whether or not you continue to get bombarded with common objections comes down to your ability to prevent them.

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