Objection can’t be avoided, but it can be prevented
Overcoming objection is a fundamental skill that all B2B sales development representatives need to learn. Often there are two basic steps to take an account from cold call to an opportunity. The first is simply identifying that there is a need for your product or solution. The other is in the prospect considering your organization as a potential vendor to fulfill that need. You will often run into objections at both of these points.
These objections will typically take the form of “too busy”, “don’t have time”, “we are all set”, “we just did that” etc. If you accept these initial objections, then you will make many calls without identifying a hot prospect or an opportunity.
Some steps you can take to overcome the objections you typically confront in B2B include:
Nurture the Account:
Recognize that it may take multiple calls to an account to earn their trust. Think of each touch with a prospect as an opportunity to move the ball forward in terms of your understanding of the account and in earning their respect and appreciation for your efforts to gain their business.
Develop a Relationship:
As the old saying goes, people buy from people they like. The more you can develop a relationship with your prospect the more they will open up to you and share what projects and needs are forthcoming. Taking the time to connect with your prospect on areas outside of business can be a good investment of your time.
Acknowledge and Absorb the Objection:
If you try to skip past the objection your contact will feel like you are ignoring what they are saying. So, it is best that you acknowledge and absorb their concern and relate to it before moving the conversation past that point and towards your objectives.
Objections often occur because the contact does not recognize value in sharing information about the opportunity or being receptive to your offer. Thus, it is important that once you move past their objection you share your value proposition or some aspect of who you are or what you have to offer that would be unique, compelling, or meaningful to their business. This will give your prospect a reason to be receptive to your organization. In B2B sales, often the biggest challenge is simple overcoming objections and getting your prospect to let you in on the opportunity.
In summary, to truly excel in your B2B sales and sales development efforts view the objections that you encounter as a place where the conversation starts, not where it ends. If you take this approach and apply these simple principles to nurture the account, develop a relationship, acknowledge and absorb the objection, and provide value then, over time, you will find that more of your prospects will move from no to go and your B2B lead generation efforts will reach new and improved performance levels and make you a contender in more sales.