SalesTalk: Overcoming Objections with Confidence

On 15 November 2024, SalesTalk host Bradley Scheffer was joined by Tom Turnbull, Commercial Director at Business Reporter, to delve into the art and science of overcoming objections in sales.

 

Defining and Embracing Objections
Objections are often seen as roadblocks, but as Scheffer and Turnbull highlighted, they’re an inevitable part of the sales journey—and a critical one at that. While conventional wisdom might frame objections as challenges to avoid, Turnbull advocated for embracing them as opportunities to understand the client better.

 

"An objection," Scheffer explained, "is anything that stops you from advancing the sale, whether it’s a pricing concern, hesitation to commit, or even a clarifying question. It’s not just about moving past objections but leveraging them to strengthen your pitch."

 

Tackling Pricing Objections
Pricing is one of the most common—and often the most daunting—objections. Scheffer shared his approach: addressing pricing early when appropriate, especially if prospects frequently raise it at the start of the conversation. “If price is a consistent barrier, it might be worth providing a range upfront. This helps establish transparency and trust,” he said.

 

Turnbull added a nuanced perspective, suggesting that while mentioning price early can work in some cases, it’s essential to anchor the discussion in value. “You don’t want to diminish the value of your offering by focusing on price too soon. It’s about positioning pricing as part of the larger conversation about investment and outcomes.”

 

The duo emphasized the importance of reframing pricing concerns. Instead of diving into numbers, salespeople should explore the client’s reasoning. Questions like, “Are you asking about price because of budget constraints or because you’re evaluating value?” help uncover underlying concerns and create a foundation for further discussion.

 

Navigating “I’ll Think About It” Responses
Procrastination or hesitancy—often voiced as “I’ll think about it”—is another common objection. Turnbull advised against asking generic follow-ups like, “What do you want to think about?” Instead, he encouraged sellers to understand the hesitation’s root cause.

 

“This is where empathy and authenticity shine,” Scheffer added. He drew on negotiation principles from Chris Voss’s Never Split the Difference, explaining how emotional audits—acknowledging the client’s feelings—can be transformative.

 

Using phrases like, “It seems like you’re weighing whether this is a worthwhile investment” helps depersonalize the situation and opens the door to collaboration.

 

Building Confidence to Address Uncertainty
For salespeople, confidence often stems from preparation and a strong process. Scheffer and Turnbull underscored the importance of slowing down during moments of uncertainty. “When objections arise, it’s natural to panic and speed up,” Scheffer said. “But the key is to pause, collect your thoughts, and respond deliberately.”

 

Turnbull echoed this, emphasizing that the best salespeople aren’t always the most naturally confident but those who rely on well-honed processes to navigate challenging conversations. Authenticity and genuine care for the client’s needs trump bravado every time.

 

The Takeaway: Collaboration, Not Combat
Objections shouldn’t be seen as adversarial but as collaborative opportunities. “Your prospect isn’t your enemy—they’re your partner in the sales process,” Turnbull explained. By embracing objections with empathy, addressing concerns authentically, and framing the conversation around value rather than cost, salespeople can turn potential roadblocks into moments of connection.

 

Next on SalesTalk
The conversation on objections is far from over. Join Scheffer and Turnbull next week for a deep dive into handling objections that arise after the pitch—when clients leave the room and emails start flying.

 

Tune in for more insights and actionable strategies on navigating the intricate dance of sales.