“This is way too expensive. I’m sure I could get it cheaper elsewhere…”
“I don’t really need this right now.”
“Can I really trust this person?”
“I need to run this by my wife and/or business partner.”
“I’m don’t have time for this right now. Can you come back in X months?”
You’ve probably heard at least one of the statements above, right? Probably more than one if you’ve been in direct sales for any length of time. They’re very common objections that people are going to come up with when you’re pitching your product or service. And you should definitely have a response to each of them.
Try these on for size:
- Where costs are concerned – you should be able to express the value that YOUR service and YOUR product offer above and beyond the competition.
- If your prospect is complacent – have some research to hand to shake them up and bit.
- Trust needs to be earned – but you can grease the wheels with some testimonials, case studies and references.
- If they need some external input – try to invite yourself to the meeting!
- Time management issues now will most likely exist in the future too – try to make your product or service a complete no-brainer in order to overcome this objection.
All of the examples that I’ve provided so far are kind of generic though. Your product or service is (hopefully!) unique – which means the objections your future customers have will be also. To overcome them, you’re going to need something more than a set of boilerplate rebuttals. You’re going to need to put some work in.
For all your sales pitches, sales pages, emails and any copy you’ve put together to try and communicate the value of what you have to offer – try to answer the questions below:
- What questions will the prospect have?
- What concerns might they raise?
- What other objections might they have?
- Is there anything else that could prevent their buying my product or service?
- What else could go wrong?
After you’ve made a list of all your responses to the questions above, try to come up with a solution for them. What you’re aiming for here is a positive outcome for each negative that the prospect comes up with. Once you’ve done that, you can start to cover off the objections as part of your pitch or copy. Either subtly or directly – it depends on your own sales style – the point is though, you’ve hopefully overcome all of their questions, issues and objections before they were even raised. Which should make for a nice easy close.
On the other hand, if they come up with something you didn’t think of – you can just add it to the list for next time.- Simon
P.S If you're interested in learning more about performance testing, checkout my Performance Testing 101 course here.