Objections aren’t a right.

“Thanks, we will discuss internally and we’ll follow-up.”

“Thanks, this has been super helpful, really appreciate your time.”

” _____________________________________________ “

Who’s heard these at the end of a sales pitch? Ask for the sale, and get the ghost? Send a pricing e-mail and your prospect disappears forever?

Been there.

I’d give the pitch of a lifetime, in some cases I felt like I was making music. I’d get to the end and I’d ask for the deal, and……head fake.

Of course the first example you can push through, get a time frame, ask what their discussions will focus on in particular so you can additional insights etc.

The second is like when you’ve had a great dinner on a first date. It’s nothing, it’s the polite good bye. You can ask for the deal again here, but just like that dinner date, things start to look a little desperate in a hurry.

And, of course, everyone’s favourite non-objection, objection. The ghost.

I used to see this a lot early in my career, less so later on, but occasionally I walk into one still. I kept trying to sort through where I was going wrong and I ultimately came to the conclusion that I had no right to an objection, I hadn’t earned one.

Objections are not a right. They’re a privilege. We need to earn that privilege.

Go back to that dating example, after a first date, what do you really owe the other participant? Politeness (unless it was a disaster). Try a polite departure after a few months or even a year of dating. You’ll get crushed.

The difference really is the depth of the relationship that is built between yourself and the counterpart. Starting from qualification, showing up with your research done and their business in mind and not yours is a critical step 1 to establishing a strong relationship.

This can be really tough in an assembly line type selling environment. It can be tough for SDRs who qualify an inbound lead, or an AE who picks up a prospect from the SDR and has to start the relationship building all over again.

You earn your objections by:

  • Doing your research prior to your first call
  • Asking intelligent questions
  • Following up on the prospects responses rather than moving to the next question
  • Tailoring your pitch specific to the customers business
  • Being responsive
  • Picking up the phone once in awhile
  • Being respectful of your prospects time-frames
  • Empathy over everything

These are the minimum, the table-stakes. This isn’t new, this isn’t innovating or groundbreaking, but it’s critical. Are you getting objections? Are you trying to write a closed-lost report but you have no answers from the prospect?

Put all you have into your next prospect, try to focus on going back to the basics and for a second just ignore your month end or quarterly end, see if you earn that objection.

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