Technological advancement in society has generated countless benefits, such as increased knowledge about all things. On the other hand, it has also increased sales objections.
Understand in this post what sales objections are, how to overcome them and see them as an opportunity.
What are sales objections?
Sales objections can be defined as the barriers that customers place before the salesperson when closing a proposal.
This is where the explanation for the statement above about the rise of the Internet in sales objections comes in. Today, everyone knows a little bit about everything, and if they don't, they can Google it to find out more.
Therefore, this prior knowledge of the customer can make it very difficult to reach a conclusion on a sales proposal. They want to know exactly whether your brand will meet their expectations.
Is this bad for sellers?
In no way should objections be seen as great opportunities for the sales professional to learn more about the customer, their pain points and the solution they are offering.
Types of objections in sales
As top sales objections encountered by sales teams are related to lack of trust, need, urgency or funds.
The items on this list of sales objections are found in social selling, e-commerce or any other sales channel, that is, they are among the main reasons why money is not reaching your business.
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Lack of confidence
The customer's lack of confidence in closing a deal is one of the most common sales objections, and it can be explained because the brand is not yet generating value or a closer relationship has not been built with this customer. They still do not know if your product or service will really work.
Lack of need
The prospect may not need your product or service that much at that moment. This type of objection may reveal that communication with the buyer during the pre-sale was not clear, and perhaps the buyer is not at the point where they can be referred to the sales team.
However, this sale is not always ruled out, because perhaps the customer already has a product or uses a similar service, but one that is inferior to those offered by your brand.
Lack of urgency
In this objection, customers are usually asking for time to think because they are not in a rush to close the sale.
Lack of money
When the sales objection is due to the customer's lack of money, it can be a real challenge for the salesperson. At this point, the salesperson needs to be skilled enough to understand whether the customer really doesn't have the money, or whether he or she is simply looking for an advantage, such as a better price, discounts, etc.
Some buyers may even threaten to walk away from the deal due to the cost.
Read more:
- Find out 5 mistakes you are making that are causing you to have fewer customers
- How does more consistent sales prospecting yield new sales?
How to overcome sales objections?
Overcoming sales objections is quite possible, and the way to get around them may require different actions for each type.
In general, it is important to anticipate objections in order to find the best response for your lead, if they have that type of objection. Considering that objections almost always occur in the same way and for the same reasons, the sales team must always be prepared.
Furthermore, it is important to establish a connection with your lead and know how to listen to them, to understand the real reason for the objection, and not try to push the sale at any cost.

See the objection as an opportunity
The obstacles presented by prospects can create a great opportunity for the sales team to provide more preparation and better responses.
Often, in some of these objections, future customers just want to gain time, to think more about purchasing the product or service, and the level of preparation of the salesperson can capture the attention of this customer who, deep down, does not want to say no.
So, you need to know how to ask the right questions to extract the client's true intentions, reduce tension and establish a relationship of trust.
Know how to ask the right questions
Questions to overcome objections need to be strategic.
First, you need to understand the buyer's situation by collecting more information.
Next, the questions should extract from customers what problems they currently have and how your brand's solution can solve that pain.
The next step is to ask questions that show the customer that the problem must be resolved as soon as possible to avoid negative short, medium or long-term impacts for them.
And finally, the remaining questions will be about the lead's needs, which will make them come to the conclusion on their own that the solution your sales team is offering is the best for them.
Know your ideal customer
Ideally, get to know the customer better before you even make contact. If objections to telephone sales arise, be prepared to overcome them.
Understanding the needs of your lead can help you anticipate the answers to any obstacles that may arise. Predict what these objections are in the sales process and think about how to respond to each one with well-founded arguments.
Know your solution very well
This is a measure that helps find the best way to deal with sales objections.
To achieve this, it is essential that the sales team is very familiar with the solutions they are offering.
As today's customers can already make decisions before purchasing, through online research, this new behavior in the digital age practically requires salespeople to act more and more as consultants and to know how to defend their own service or product very well.
Sales team must prioritize leads with chances of closing the sale
A good strategy to convert more sales and overcome objections is for the sales team to receive the leads that are most qualified to close the negotiation cycle.
When leads reach salespeople at a very immature stage in the buying journey, it causes the salesperson to greatly extend the sales cycle. The buyer needs to reach the sales team at the right time to buy.
Therefore, it is very important to work on the argument according to the stage of the prospect's journey. Depending on the case, the salesperson can stimulate the prospect's sense of urgency to make them move forward.

Examples of objections in sales and how to overcome them
“I am already satisfied with the solution I use”
Here, you also need to focus on the differentiators of your business and, if possible, offer trial periods or free samples so that the lead is delighted with the solution offered by your brand.
“I don’t have money for this purchase”
For an objection related to money, for example, the salesperson can show the qualities of the product and what is behind the cost, that is, not just show the price, but the value. Really good things are never cheap, and explaining that your product or service is the best solution can help the lead understand what sets your brand apart.
“Your competitor has a lower price”
This statement may often not be true. In this case, provide the lead with concrete data.
If the competitor really has a lower price, show the advantages of your solution, which should demonstrate superiority in relation to the competition.
“I don’t know your company”
When the objection is related to trust, a very important point is to improve brand communication. In a phone conversation, tell a little about the story.
However, one tip to improve this issue is to have an “About the company” tab on your website, to tell the brand’s story, values and mission.
This page alone can generate greater confidence in your future customer towards your business.
Another point that generates a lot of trust in leads is hearing the opinion of those who already consume the brand. Therefore, having testimonials on the website of already loyal customers or even on social media will help a lot in overcoming this type of sales objection. This is called social proof.
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Conclusion
By efficiently overcoming sales objections, all that revenue that was being lost or directed to your competitor can come to your company.
For this reason, it is interesting to think about qualifying the seller in techniques that will help to overcome these barriers.
An important technique for overcoming objections is to practice roleplays in sales teams, which are internal training to overcome these obstacles imposed by customers, but in a safe environment that will even give the opportunity to make mistakes, yes, but which will serve as experience when it comes to real negotiations.