There are two dictionary definitions of objections, but only one matters in sales & consulting.
- Definition 1: an expression or feeling of disapproval or opposition; a reason for disagreeing.
- Definition 2: the action of challenging or disagreeing with something.
Only the first one matters in sales. Yet, many practice the second. Definition two doesn’t help much – it can actually make things worse. Why? Because every objection is an emotional response. Even the ones shrouded in reason.
Because of this, responding to the emotion (the feelings) is more effective. Moreover, it is not your responsibility to overcome objections by challenging or disagreeing. Rather, it’s your job to help your prospect overcome their objection.
A couple tips to achieve this:
- Stay calm – you know they’re coming
- Don’t react – welcome them
- Be ready – to help them with their objection
A simple framework (VET) to help your prospect vet their objection:
- Validate the objection: “You make a fair point.”
- Empathize: “I can see why you might feel that way.”
- Teach: “Are you open to some different ideas, or should we end our conversation here?”