How to Handle Objections in the Sales Process

Jan Niklas


February 22, 2022


Objections are a natural part of the selling process. Some might even argue that objections are actually a good sign - it means that your prospect is interested enough to dig deeper into your product.

There are a few ways you can combat your most common objections. We want to outline our top 3 methods:

Method 1: Handle the Objection Before it Comes up 🤺

If you know the most common objections that come up during your conversations, why not save yourself the time by making sure you address them beforehand?

For example, if one of your major objections is a 12-month contract, address it while you are pitching: “Most of our clients wonder why we have a 12-month clause; we totally get it. The reason why is because ..., does that make sense to you?” Get their buy-in, make sure you iron out the objection, then move on.

Addressing the objection before it comes up will help you flush out any doubts early on and help you avoid friction towards the end of the pitch.

Method 2: Ping Pong 🏓

The Ping Pong technique is most helpful when it comes to pricing objections.

For example, if one of your clients says, "that's expensive", you reply quickly by asking, "compared to what?". It is an opportunity to challenge your prospect, see what other options they are looking at, reiterate your value proposition, and specifically, what makes your product stand out.

Don't be scared to challenge your clients. Don't jump to reiterating value right away, but take some time to enquire why they believe what they believe.

Method 3: AIM - Acknowledge, Inform, Move on ⏭️

To make sure you are empathetic, informative, and continue the conversation with your prospect, follow the AIM format:

Acknowledge: This is your opportunity to be empathetic. "I hear what you are saying and can understand why you might feel that ..."

Inform: This is where you inject your defence. Reiterate your value and provide the right dose of information to combat that specific objection. "Let me explain again how … is of value to your situation."

Move on: This is where you transition out of the objection and move on to the next topic. You don't want to linger too long on one point. It is always best to move on to continue building value elsewhere. "I hoped this solved your concerns. Now let us move on to the next point in the agenda."

Driving empathy, targeted value-building, and moving on along the straight line is crucial. Remember the AIM dynamic, and you will be concise and straight to the point.

Of course, you have to adjust these tips to your most common individual objections. They will surely help you move forward in a sales meeting if you do.

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