5 Tips for Overcoming Sales Objections

I Recently came across this great article by Dale Carnegie.  For those of you that are not familiar, Dale Carnegie was an American writer, lecturer, and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills. Born in poverty on a farm in Missouri, he was the author of How to Win Friends and Influence People (1936), a massive bestseller that remains popular today.  Below are Dale Carnegie's "5 Tips for Overcoming Sales Objections". 


Objections are one of the most common obstacles salespeople face.  Anyone in sales will tell you that only a portion of objections are legitimate; the rest are stall tactics to unconsciously hide the real objection.  That being said, how you handle them will determine whether you make the sale or not. 

Responding "effectively" to a prospect's objection, supported by logical evidence and reasoning, will help you gain a new client.


The 5 Tips For Overcoming Sales Objections Are:

1.      Thank Someone For Making A Good Point - Thanking a prospect for asking a good question or making a statement will go a long way in breaking down their defenses.  Also, complimenting a prospect will help them have good feelings about themselves and your company. 

2.      Find Out What A Prospect Wants - The easiest way to find out what a prospect wants is to ask them!  It sounds simple, but some salespeople forget to do this and tend to answer questions for the prospect.  Instead, ask: "Is _____ what you want?"

3.      Counter Point - Counter the objection with information about your product or service that overcomes a prospect's objection.

4.      Attempt To Close Again - After you have dealt with the objection, try to close the sale again with a "trial close."  The prospect will likely respond with either buying signals or more objections.  Once you know where they stand, you will know how to proceed.

5.      Practice - Practice handling objections before you talk to a prospect.  You may want to write down the last 15 objections you have heard from recent prospects and develop a natural-sounding reply.  Practice reading these to yourself and others.  Before you know it, you will be more confident handling objections and you will close more sales.


The 5 Competencies For Overcoming Sales Objections Are:

1.      Customer Acquisition - Great salespeople are able to identify and convert prospects into customers and customers into referral sources.

2.      Stress Management - Great salespeople are able to handle stress and maintain a positive attitude.

3.      Interpersonal Skills - Great salespeople display a consistent ability to build solid relationships of trust and respect inside and outside the organization.

4.      Communication - Great salespeople are able to communicate well; both orally and in a written format.

5.      Become A Trusted Advisor - Great salespeople create an environment with customers to maintain a positive long-term relationship.  They develop programs to create customer loyalty and referral sources.  By becoming a trusted advisor, sales research has determined that you will walk away with a sale 70% - 100% more often than your competition!

Summary: The proper techniques and preparation will help you overcome a prospect's sales objections so you can close more business.  Objections are always going to be part of the selling process. How you handle them can make or break you. 

"When life hands you lemons, don't just make lemonade. Open up a lemonade stand."