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The Only Sales Objection You Will Ever Need To Overcome

I bet you have been through this many times. You are sitting in front of a prospect, presenting your work. You know that it is good and you can do everything that the prospect needs. Your prospect is chatty too, commenting on your work and discussing their upcoming project that you could help them with. Everything is as it should be but, for some reason, the sale doesn’t want to happen.

You don’t feel confident enough to openly ask for it and your prospect doesn’t give you any signs of wanting to take discussions any further.

  • You start to wonder if it’s the price, or maybe it’s something to do with your work.
  • Unfortunately, it’s none of that. Your prospect is simply not sure whether you are the right person for the job. They simply object
  • Much has been said about sales objections. Price, other suppliers, no budget, and many others are cited as the main things that might prevent the prospect from buying.

Nothing is further from the truth though.

Fear is the only sales objection

The only sales objection you have to deal with is FEAR. Fear is at the core of anything else that might seem to be preventing your prospects from buying. Everything else is a result of it.

  • They are afraid of what will happen if they buy from you and things go wrong.
  • What will be the consequences to them? How much do they risk by buying from you?
  • Is it only money or is it their reputation, position within the company, maybe their career at stake?
  • There could be millions of other things too.

They fear that you will lie to them. Or that they get into trouble with their boss or anyone else. Perhaps they are afraid that they loose money. Or they don’t know how to tell their current provider that they are not needed anymore. Overcoming your prospects fear is your best way to make the sale. And, the only problem is, how do you do it?

Related: How To Spot Prospects That Are Actually Worth Your Time And Effort

# 1. Get known as an expert in your industry

People generally buy from the people they know. It is quite rare that you’d buy from an someone that just rang your door. Seemingly, you are less likely to engage in any business with a company you have never heard of. A person that is known in the industry has all the doors opened to them though. And, in order to eliminate your prospects fear, you must become that person.

What are the best ways to do that?

  • Write a blog
  • Write a column in a publication that’s read by your prospects
  • Send a regular newsletter with advice that helps your clients and prospects
  • Speak in public
  • Organize networking events
  • Run regular training sessions for your clients
  • Do anything else that can help you become known. You will know what will work best for you.

# 2. Be practically famous for your customer service and support

If people praise you for it, your prospects won’t have anything to worry about. The so called social proof will do it for you.

# 3. Ask for testimonials

Ask your best clients for testimonials about your support and include them in your presentation. Also, put them on your LinkedIn profile and pretty much anywhere else your prospects might be researching you.

Related: 5 Ways To Benefit From Customer Video Testimonials

# 4. Offer a sales guarantee

Offer your prospects a guarantee to reduce the risk of buying. Depending on what you do, this might be anything from a money-back to a year support contract included in the price.

# 5. Follow up with your prospects

Sometimes you might not be able to eliminate the fear before or during the presentations. Nothing’s lost though, you can do so afterwards and follow up is your best strategy. Show your prospect that you care. Not only be there for them if they want to ask questions or clarify some information. Be proactive and come up with ways to stay in touch with them while offering value.

# 6. Connect using social media

Use your newsletter or a blog and also connect with the prospect through social media sites like Twitter. With a clever use of those, you can slowly build trust in you and what you offer, finally overcoming your prospects fear of buying from you.

Related: How To Build A Social Media Business Strategy That Delivers Traditional Business Returns

What other tips would you add for overcoming prospect’s fear? 

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Image: “One positive answer lies within a pyramid of no answers/Shutterstock


SEO Specialist at Staycity.

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Comments
  • Nice one Pawel and I agree, all objections (B2B in particular) come down to fear. That’s also why sales is more about selling assurances than opportunities?   

  • Talk about timing Pawel! I was at an event today, the main point of it was to get us to sign up before leaving.  I knew this going and went with the idea of just seeing what was on offer and coming away to think about it first.  I watched the Sales Director in action and he did a great job of reeling a few of us in, asking for the sale, etc using all of the above. For those who didn’t have any intention of buying, he accepted that with a cheerful grin. However when a few people aired objections he asked outright, what it was they were afraid of and met each fear head on and then went on to close close the sale, with each person delighted with the decision they’d made. It was a delight to see the process in action and one I’ll be putting to very good use in the future.

  • I’d never thought about it that way, but it makes sense. Fear holds us back in so many ways, and it makes sense in relation to commercial sales, in the open market. 
    In relation to selling to non-profit organisations, such as Government bodies, sometimes there are other factors at play.
    Thanks Pawel, some food for thought for me there.
    ~ Helen

  • Thanks Niall, yeah, it all comes down to selling peace of mind.

  • Hi Helen, many thanks for that (and glad to be of help 🙂
    I agree, my advice relates mainly to B2B sales. Selling to NGO’s, govt organizations etc. works in a slightly different way.
    Many thanks for the comment

  • Mairead, that’s an amazing story, a true sales professionalism. Brilliant. Best of luck with implementing it, I am sure it will work well for you 🙂

  • warrenrutherford

    Pawel – this is good guidance for all of us to follow.  It’s straight-forward, well explained, and emphasizes establishing and maintaining credibility.  Thanks.

  • Thanks Warren 🙂

  • A great article Pawel, and great simple pointers.
    All business owners I work with, know the importance and benefit of marketing, some do better than others. Many, however, do not “sell” themselves well.

    And I would add, because of the nature of one of the areas I work in, Coaching, the fear begins with the business owner. Feelings aside, if one goes to a meeting with a client, and is afraid (their own stuff) how on earth could that instill confidence in the potential client?

    Confidence instills confidence, and if we can learn what our customers need, provide the solution with absolute confidence, follow it up (TOP notch customer service as you mention) and get paid, then we are all successful. And we maintain our credibility and good standing 🙂

  • Brilliant point about confidence Elaine, thanks! We surely send signals to prospects, through everything from our behavior to our work. 

    Great comment!

  • This is consistent with recent brain research – see for example David Rock’s “Your Brain at Work”. The brain “runs away and walks toward.” That means our genetic background makes us flee from (fear) danger much more than approach reward. But missing from your list is the value of controlled interpersonal interaction. Showing genuine concern for the prospect, asking them what is important to them, providing reflective listening, subtly mirroring behavior, understanding personality type, and other interpersonal skills can be powerful tools for reducing fear and increasing trust. Very stimulating post overall, and thank you for the thought-provoking “single point.”

  • Thanks Buck, and cheers for recommending “Your Brain At Work”, on my list of books to check out 🙂 

  • Anton, many thanks! I am delighted that I could help 🙂

  • Liran Hirschkorn

    Thanks for the warm welcome! Appreciate the nice comments. Key man is important, business owners need to wear many hats and protecting their business is extremely important.

  • Liran Hirschkorn

    Agreed!




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