As a professional sales person, you’re used to dealing with rejection. (We’re not saying that it gets easier, but it’s not uncommon.)
But what if those rejections that you’re handling and moving on from aren’t really rejections – but objections.
Here’s the difference:
A rejection is a definite “NO” – the prospect isn’t going to buy from you now, or ever.
An objection is a “Maybe” – the prospect isn’t ready to buy because you haven’t overcome their concerns or addressed their pain points. They may just be busy or overwhelmed.
Objections are good because they tell you that the client is thinking through how your product or service can affect their work. A rejection lets you know the door is closed so you can spend your time elsewhere.
Here are some common things that you hear from clients that sound like rejections, but can be framed as an objection.
1. Just send me some information.
Why this sounds like rejection: You’ve heard this before – and you send the requested information, and never hear back from the prospect again.
The Objection Framing: Dig in and find out what type of information they’d like to see. It’s not uncommon for prospects to want to review information on their own time, but by clarifying what type of information they want you can determine if this is an objection or a rejection. Then, set up a time to review it with them. You can frame this as “the best way to achieve this is for me to show you how it works.”
2. We already work with competitor X
Why this sounds like rejection: Displacing a competitor can be tough business. They are likely already in a contract that you’d have to work around. They may not want to go through another implementation and training all of their employees. But, it happens everyday – so don’t let this stop you!
The Objection Framing: If they’re already working with a competitor, that means that they’ve identified the need for your solution. Now you need to identify the problems they have with that competitor, and what you do better.
3. Call me back in X weeks
Why this sounds like rejection: As a standard stall technique, you’ve had buyers disappear into the procrastination funnel. It gives you false hope that something will be different when that timeline is up.
The Objection Framing: The best time to talk about overcoming a problem is before it becomes one! With the right proof and credibility, you can help your prospect identify and solve their pain before they start looking (and researching competitors).
4. We don’t have budget for this
Why this sounds like rejection: Price is an easy scapegoat when a prospect doesn’t want to state their real objection. As a salesperson, it’s easy to accept the lack of budget since you can’t sell to someone that can’t afford your product.
The Objection Framing: The best way to get past the budget objection is to get to the real heart of the issue. You can do this by asking straightforward questions like “Besides price, what one thing do you like and one thing you dislike about our product?” “Be honest with me – could this solution solve X problem?” Often their answer will help you identify if budget is the real concern, or if there’s another underlying objection you haven’t addressed. There are other ways to work around price with financing options, payment terms, and volume discounts.
(Of course, sometimes budget is a deal-breaker. If your solution is $10,000 and their budget is $2000, then it’s hard to find a place to meet in the middle.)
5. My VP/CXO/Dad is too busy to review this right now
Why this sounds like rejection: This is another easy scapegoat for a prospect. Sometimes they may have not even talked to their boss about it – so they’re saying this so *they* don’t have to handle it! As an SDR, if the person who is “too busy” is a key decision maker, it’s tempting to accept this and move on.
The Objection Framing: Before you throw in the towel on this objection, try to get the decision maker on the phone for even 15 minutes. This gives you the opportunity to hear from them directly and get into the heart of the real objection.
This is also a great time to get creative. Find out what they like – whether it’s a cigar or their favorite restaurant – and send them a physical attention-getter. Trade them 15 mins for whatever you send them.
How are you framing objections? Or are you just accepting rejections?