How to turn a “no” into a successful deal: effective handling of objections in sales

“Not interested”, ‘too expensive, ‘no time’ – how many times have you heard such objections from clients? Likely dozens, if not hundreds. Gartner statistics say that 77% of customers find choosing a product/service very complex. In our personal experience, this is especially true for multi-tiered IT solutions. The average b2b customer only responds after 5-8 contacts. So, multi-level and personalized communication is as important as regular messages.

Why are objections a good thing?

In b2b sales, there is nothing worse than customer silence, especially C-level silence. An objection is the start of a dialogue. It is with the first “no” that the real sale begins. You have to work with objections at all stages of interaction – from the first contact to the final closing deal.

True or False: What do objections hide?

Objections can be conditionally false and true. The most common false objection is “not interested”, without further specification. But behind it is always the real reason for rejection:

• There is already an alternative solution.
• Other tasks are relevant now.
• Satisfied with the work of current suppliers;
• Just don’t have time now, maybe later.

The first step in dealing with objections is determining their true nature. The further strategy of sales communication depends on it.

How to deal with objections effectively?

1. Know Your Client (KYC).

The deeper you know your client and their business, the easier it is for you to understand what they really want. If the client has approached you first, do some preliminary due diligence and make sure they fit your ICP.

Case study:

When our team was working with a large European IT company, we faced the objection “too expensive”. Thanks to prior research, we knew that the company was having difficulties integrating its current solutions. We explained that our higher price included full integration support, saving resources and time. The customer agreed to the deal, convinced of the real benefits.

2. Ask the right questions.

Have a prepared list of open questions that will help to identify the true reasons for objections. For example: “Tell me how your business is currently solving this problem?”, ‘What are the challenges with the current solution?’.

3. Knowledge based on objections.

Prepare a database of the most common objections from LPRs and options for dealing with them. Regularly supplement it with real examples from your practice to be ready for new challenges.

4. SPIN-selling

SPIN-selling involves questions that help to identify the real needs of the client. These questions are usually open-ended, problem-oriented, and leading. For example: “How does this affect key metrics?”, “What challenges does this cause in the long term?”

5. That’s why.

In b2b sales, you need to use the “that’s why” formula to translate an objection into a discussion of your business proposition’s benefits. The example is a manager who thinks that the solution is expensive. “That’s why we offer you flexible terms that will allow you to optimize your processes in a short time”.

From theory to practice: the main secret of success

Techniques of handling objections are constantly changing and being supplemented with new approaches. From NLP and Gestalt therapy to the methods of special service negotiators. Regularly supplement it with real-life examples from your practice to be ready for new challenges.

A genuine interest in the client and the desire to close his/her needs is the basis of any successful transaction.

Harvard’s famous “Getting to Yes” course on negotiation argues that negotiation is always the way to a win-win solution. Proper handling of objections is essential for successful negotiations. It helps achieve a mutually beneficial agreement.