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  • Writer's pictureLance Tyson

5 Best Objection Busters You Need to Know

Updated: May 30, 2023

sales objection busters from tyson group

Here’s an interesting point I noticed in my trainings. When it comes to objections, salespeople do their best to avoid them. Overall, sales reps are usually looking to find things that are contribution-biased, things that are in their favor. They really hate to bring up objections. So most sales reps don’t even bother asking for objections. Instead, they hope to avoid them, not realizing that anything they’ve bought in their lives they initially objected to or compared and contrasted, weighing out reasons for buying vs reasons against buying.

So, we find many sales reps really don’t ask for objections. Instead, they try to make their case for all the reasons why someone would buy.

With that in mind, here are 5 objection busters to get your head back in the game:

Ask for the Objection. To be good at negotiating or dealing with objections, ask the prospect, “What’s holding you back from doing this? What are the reasons you don’t want to do this vs the reasons that you do?” So, your first objection buster is to ask for the objection because that’s where the negotiation process starts. And you can’t start negotiating if you don’t get an objection first. You can’t bargain when you’re blind. Having the right mentality is critical in negotiations and resolving objections. Ask yourself, do you have a scarcity mentality or an abundance mentality? Does someone have to lose for you to win? Or are there more than enough resources to go around because everybody wants something unique?

Clarify the Objection. Never start by responding directly to the objection. The first thing you want to do is clarify the objection. You do this by getting your prospect to define what they mean when they voice their objection, defend their objection, and explain it in the context of their situation. Remember, their objection is like an iceberg - the complete meaning is submerged below the waterline and all you see is what they’ve given you. And like the Titanic, you can’t negotiate past an obstacle for which you don’t have complete visibility. Spend some time getting them to clarify their objection before trying to resolve it.

Use a Cushion. Use cushions to build rapport and trust. A cushion is a verbal phrase that acknowledges your prospect’s concerns or issues. It’s not an agreement or disagreement. If someone tells you your price is too high, saying something like, “Wow! That’s interesting. Investments are important.” goes a long way in building trust. Show your prospect that you listened to their issues and build rapport with them.

Use a Reversal. To reverse an objection, review the big picture with the prospect and help them understand the long-term impact your solution will have on their company. Sometimes, the objection your prospect states can be the very reason to move forward with the deal. Simply help them see their objection from a bigger perspective. This is often the case when clients mention that your price is too high. If price is a concern, help your client compare the cost of your solution with the lifetime cost of not implementing it. Doing that will help them gain a better picture of the value you bring to the table. Alternately, you can show the revenue generating potential of your solution. Then, compare that against the lost income potential for delaying implementation of your solution. The comparison will help motivate them to take action. Typically, your prospect is looking at your offering through a limited lens. By expanding their perspective, you can help them see the reason they are holding back is the reason they should move forward.

Find Points of Agreement. Meet your prospect where they are by acknowledging their concerns as well as their desires. Remember, all great negotiation sessions begin with finding common ground. You aren’t building up for a fight. It’s a negotiation, not a confrontation. By finding and reviewing points of agreement, you establish a foundation to build the sale, and make the differences much easier to overcome. Sometimes, if someone says, “I still don’t see the value” or they fall back to the price argument, finding points of agreement may reveal that there isn’t that much difference from your two points of view. So, when you have the objection, find points of agreement. That common ground will be the foundation on which you can turn big differences into smaller, resolvable ones.

Want Additional Ideas on Handling Objections?

To learn more about how away-game selling can give you a competitive edge, contact Tyson Group here.

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