Buyers do not buy as often as we suspect. Rather buyers often make large acquisition decisions only a few times during their career, and each time can be career-altering. With that in mind, you need to understand that buyers are likely to have numerous questions — often called objections. But in reality, they come from common sources, including:
- Misunderstandings
- Mistakes
- Misperceptions
- Missteps
REFRAMING OBJECTIONS TO OPPORTUNITIES TO SEEK TO SERVE™
Why does this matter to the buyer? The very nature of buying assumes some degree of risk. Therefore, buyers want to feel comfortable with the seller and their chosen solution. Buyers are inundated with numerous “voices” — some informative, others hostile — as they seek to satisfy all stakeholders. They often believe they are alone among businesses facing the challenges they raise. Getting useful answers, understanding how you deliver differentiated value to their unique situation, and being equipped to relay stories about clients similar to themselves builds confidence in you and your solutions.
Why does this matter to you, the seller? As a seller, you want buyers to engage in open dialogue throughout their buying journey. You want objections at every stage, because they help the buyer gain confidence — while your answers build trust and credibility. Buyers engaging in constructive dialogue are showing their interest and are less likely to go “radio silent” on you. Top-quality responses differentiate you in terms of how you sell and the value of your solution.
How does it improve your chance of winning? A knowledgeable and confident buyer will move forward in a buying journey. Moreover, they typically do not go silent on you, and if treated with respect and properly informed, they trust you and your solution.
Using objections as opportunities to provide industry insights and solution knowledge emphasizes how your solution uniquely brings them to the future state and the proven value of your solution as demonstrated by client value stories.
LEARN THE 3-STEP TECHNIQUE FOR REFRAMING OBJECTIONS
While buyer objections offer your salespeople more chances to deepen their value selling approach, there is a right way and a wrong way to respond to buyer pushback and questions.
Get our revenue performance accelerator how-to cheat-sheet for objection reframes today and share these leading practices with your sales force.
Reframing objections is just part of the greater whole. Your sales force needs the right skills and behaviors for each of the 10 critical steps in the sales process to lead your buyers to a deal.
EARLY STAGE
- Prospecting Power Moves
- Resisting the Itch to Pitch
- Driving Effective Meetings
- Performing the Quest of Discovery
MID-STAGE
LATE STAGE
- Reframing Objections
- Managing Radio Silence
- Not Being the Buyer’s “Doormat”
Download the complete Revenue Accelerator guide here. Or reach out to our experts to learn how we can help boost your sales team’s skills and accelerate your revenue performance.