7 Most Common Sales Objections (And How To Overcome Them)

in this video I'm going to break down seven of the most common sales objections and how to overcome them and it starts with number one your price is too high AKA Your solution is too expensive now if you've been in sales for even a short period of time unless you are selling the cheapest of the cheap and you're perceived as the Walmart of your industry chances are pretty good you would hit this objection before and the reality is when you hear the objection about pricing or if it's too expensive this means the perceived value is

less than the actual price point you are selling it at or the perceived value is not bigger or the perceived value is not high enough over the price when you're selling what you're selling at the mistake many people make is when they get hit of this objection is they start spending time try to sell them now on the value their solution well the reason we're more expensive is because of one two three four five six by doing that you actually create walls and barriers between you and your prospect as their guards go up as they

become more resistant to actually forward so it's important to understand that if you know generally speaking your solution is much more expensive than the rest of competition and in everything I've sold we've always been that way it's important to understand the best way to prevent this objection from happening to minimized chance of happening is to actually run a really strong Discovery process on the front end when you do a really great job discovers on the front and you're able to uncover what the true cost of an action is meaning if they don't take action with

your solution what will really cost them you're able to uncover the opportunity cost of not taking action and you're also able to uncover potentially what could be the future Roi the return on investment by implementing Your solution when you nail these things up front this then allows you to customize your demo and presentation to a level where they feel the solution is perfectly made for them and when you do that not only do they understand perceived value far greater a position in a category of one so really minimizes if not eliminates objections on back in

regarding price or it being too expensive so remember price only becomes an objection if they do not perceive the value to be far greater than the actual price point and A good rule of thumb is did I create 10x of perceived value to the price point from the cost of an action return on investment and all the things in between that you uncover the discovery process now let's say you've done incredible job Discovery phase and they still do drop the objection at the very end which is your price is too high or it's too expensive

at that point you still do not want to go and start explaining all those things you already share with them about why solution is better instead you want to pause and put them through an objection handling framework like the one that I teach for example called heart h e a r t make them feel heard right which is H which sounds something like I totally appreciate that super simple then you go into the e as you get them to elaborate on their concern hey can you tell me a little more about what you mean by

that specifically so at this point in the E get them to explain what they mean that it seems more expensive what is more expensive is it everything is it the onboarding cost is that The Upfront cost is it the overall is the specific things or add-ons we don't really know what they mean by that so have them elaborate explain what they mean or maybe as a budgetary thing we have no idea so get them elaborate by asking open any questions like hey tell me a little more about that what do you mean specifically and you

get down to the point where you understand the objection is and then you go into the a which is aside from that specific thing that you uncover as the objection is there anything else so aside from accident any other reason that you perceive the price point to be too high then you go into R which is re-clarified value which you have them resell you on why your solution is the best and that sounds simple hey so let's just put the price point aside what did you like most based on discussed so far and this is

really powerful because now they start sharing all the value points that you probably actually show them already and that's really really powerful at that point you may see they might say wow Hey listen Mr sales person why a world like my solution that was like one two three four five six seven eight nine ten things and yeah I can see why you are more expensive but I see the value far exceeds it so it's amazing what happens when you allow them to kind of process us through and then you go into the T which you

transition to a club which is at that point you overcome the objection which could be as simple as you restating those things and going for a close or maybe perhaps you need to negotiate them a little bit more to maybe add some more extra value on so they see the value to be far greater than the actual price point objection number two I need to think about it now this is your classic stall of an objection and when you really think about this so most sales people when they get this objection they say okay that

sounds great when should I follow up or let them think they're gonna be ahead of the game they say something like no problem definitely think about it so uh how's next week do you think of decision by maybe next week maybe like Wednesday or something until I book another time now the issue with this is we don't actually know what the real objection could be a real objection for something but what is exactly anything about the solution do they need anything about you the company did anything about other stakeholders in the organization do they access

more budget and frankly we have no idea so when you can hit this object objection I need to think about it that's okay this is a beautiful thing to actually get so now you can run through this very similar hard framework I just mentioned and we're going to spend a lot more time on the E Parts again you can go to the H make them feel heard yeah you go in the E can you tell me a little more what's on your mind exactly just pause sorry you want to start diving deep here this is

the point where you start going deeper deeper deeper and then eventually you get to the point where you can do the a the r and the T and the goal when you get this objection is to truly understand what's really on their mind and put them in a situation when they feel comfortable sharing their true concern true objection and then from there we can think about how to actually approach it and eliminate the objection actually move forward to partner up objection number three I just need to run this by my CEO and then we can

move forward or they say something like I see it running by X and then we can move forward now if you can hear this at the end and you're surprised this means you miss things early in the discovery process very similar to the last couple objections and this is a concern obviously and really the way to minimize this or just even popping up is to actually uncover who all the stakeholders are as party Discovery process but more importantly what's their internal process look like to actually make a buying decision and the truth is most buyers

have no idea and they don't have a step-by-step framework they're following or mental model for actually making a buying decision so this is actually why it's really important early on your process you are uncovering who those stakeholders are who the players are what the process actually looks like internally and how to kind of guide that situation because your sales process should follow along and guide along you know and or help get hide how they actually make a buying decision because when you're able to do that if you get to the very end and you know

they need to run by another person you're not surprised and you can handle it accordingly now I'm a realist I also understand that you can do your best job up front to reach out to economic buyers meet with them and then multi-thread through and start from the top down or maybe go mid-level and you work your way up and you get a hold of many people as possible and you work that deal that's the perfect situation to actually get to close those me all perfect scenarios I'm also fully with many times where you do your

best to do that and you're kind of stuck at maybe a high level maybe with a VP or a c-suite but you can't get to the old decision maker because they're blocking you and you you still work through them at that point you could still handle their objections but there's a specific way you want to follow it so let's just say for example you were working with a CTO and you know the ultimate decision maker is let's say is a CFO they're on equal playing ground but the CTO has been blocking you from meeting the

CFO so you get to the very end the CTO says to you this looks fantastic well I just gotta run it by the CFO and then we can move forward now at this point the most average reps will say something like okay great so talk to them and then maybe we can catch up at the end of the week of this date and time and try booking a default meeting now the reality is we don't know is this a real objection and are they truly bought in on your solution so we can run them a

very very simple easy series of questions so for example sounds simple like this so Mr CTO if it was up to you and only you would you feel comfortable moving forward together super simple so the reason we ask questions like this is helps isolate out if it was just them as a decision maker would they move forward with it because if they're uncertain in any way how will they be able to sell to the CFO they won't right so this is really important to be able to uncover so if they say yeah I think so

well hey tell me a little more what do you mean by that or hey you seem a little bit uncertain you know what's on your mind and you can kind of see here this ties into similar almost to the heart framework here is we wanted to really go into a library we want to uncover what's actually on their mind because if they have other objections we need to bring them all on the table right now so we can actually ensure it's gonna progress the deal for so if they need to speak to the CFO to

move we want to make sure they're properly armed with the right tool to overcome it so let's just say for example they say no actually no we we feel really really good great so when will we give a chance to talk to the CFO talk to the CFO tomorrow great what's really important to understand is this ETO will have a better relationship with a CFO then you will so we want to cover what might be on the minus CFO and you ask questions like this hey so when you talk to the CFO what do you

think they may say what might be their concerns what might they be worried about this is really important here because when you ask these type of questions it gets them thinking proactively about the potential objections the CFO may bring up so now when they start thinking they might say well they might be worried about acts why so now we want to know what will happen if the CFO drops those objections to CTO so you say something like hey so if they were to say x how will you handle that you want to see what they're

going to say how you overcome that so this is really powerful because now you're actually coaching them through how to deal those objections and you'll see very quickly if you actually done a good job with your prospect and they're like we're in we totally want your solution if the CFO says no I'm gonna overcome here's what I'm gonna say they'll tell you and now note you have a legitimate champion on your hand who's gonna go battle for you to actually move the deal forward so once you fully vetted out all the potential concerns that the

CTO may have you can also fully without the concerns the CFO may have and how to overcome that as well and it puts you in a better position to actually set them up to win but also personally now can set clear next levels and happen next based on how the conversation goes and when it's going to happen within other decision maker objection number four we don't have the budget so similar to before when you're getting this objection near the very end this means you miss this in your process early on because if you're going all

the way through and having all these meetings going back and forth with them that's a lot of your time you're putting on a line and if you didn't properly qualify them effectively you get to the very end defined it's not it's not even close to me in the budget you potentially could have wasted your time so this is why it's really important spot your Discovery phase you're uncovering what funds they put aside for X Project or for X solution to be able to address a scenario the next point is that the perceived value Also may

be off because the reality is is if you've done a really good job in your whole sales process from the discovery phase to how you did your demo and you're able to show a high perceived value 10x valika mentioned whether they have budget or not they'll find a way to make it happen for instance if they have no budget side for what you are selling but in your sales process you uncover a problem that legitimately can cost some literally millions of dollars a year it's a legitimate bleeding neck promise some of them say if that's

gonna be the case are they gonna find a way to get more funds that could be shifting budgets around raising Capital getting business loans if the problem is big enough they'll find a way to pay for the problem whether they have their budget or not let me give you a really really simple example years ago in my teens I actually broke my finger playing basketball with friends and my parents didn't have very good health insurance so once the doctor found out it was broken I actually needed a surgeon you put some screws inside gonna be

a really spend a lot of money out of pocket definitely not in the budget of my parents so they knew if they did not find the thousands of dollars it would take to cover the out-of-pocket expenses then my handle basically grow older to be completely messed up if we didn't get the proper surgery so they knew the cost of an action could be far greater than finding a way to get several thousand dollars to pay for my hand surgery so this is a perfect example of how the perceived value is far greater than the cost

even when budgets aren't involved so when you realize this to be the case when you uncover the situation up front and you uncover what their budget is but you're able to ask additional questions in your Discovery to ensure that they're willing to find the money for it and now become a very different situation to say they don't need budget so it might sound like hey it's a Mr Mrs customer let's just say for example if we progress further in our conversation if I'll just show you our Solutions able to solve big problems you currently have

would you be able to access more funds to be able to invest in the solution very simple and if they say no there's absolutely no way it may mean this deal will not progress further so if you're getting the subjection the very end objection number five this is not a priority AKA timing is off so the best way to deal this objection is actually early on your sales process before you get into a demo or presentation the process must be sold that they have a level 10 pain and if you've watched any of my other

videos about pain we know that is a threshold of pain it could be level one very nothing it's kind of annoying pain to level tens like we need to take action right now we gotta freaking go and you want to uncover that in your Discovery process because they must be sold that they have a level 10 pain problem to be able to actually want to solve of a solution otherwise it becomes not a priority right now so this is a difference between a late need versus an active need an active need means your prospect already

know they have a major problem they have to solve it and then a late need means there's a problem of some sort but the product doesn't know how bad the problem actually is and if you are a really effective salesperson you're able to take people who are in that latent need and move them over to the active need to help them understand the level of pain that they're really in they don't take action average reps only able to sell people who only have active pain but denial of some people have a latent pain the elite

reps can obviously sell the active ones but they can take it who are latent and make them active and let me give you a really good example so one of my dentist recently and I know over the years I'm brush a little too hard my gum line and my gum Line's been reseed a little bit along with some I've had a little bit of bone loss as well right on my top of my tooth now it's been like a late need it's been like okay I've been dealing with it it's a little bit annoying but

I'm like whatever but nothing has really been that serious at least I personally felt that now recently I didn't show me some X-rays and inside the X-rays I could see the bone losses actually starting to impact my jawline and other issues and it's gonna result in me needing serious surgery to actually solve major issues my gum is actually having because if I didn't address it I could actually lose a lot of teeth which is pretty scary so even though I walked in to that dance point with just a laden knee you know that I need

something but I'm not really worried about it that one from a level maybe level one or two pain to when I saw those X-rays and they uncovered and show me the potential greater loss I would have it went from level two to level ten and even though it wasn't a priority before now is an immediate priority so what do I have my calendar next week I have an appointment with a periodontist next week to check out my gum line to see what surge needs to be done to save my gum line and my teeth and

my jawline and other potentiations I may have so as a sales professional if you want to be truly Elite to eliminate this objection at the very end you want to make sure you are doing things right on the front end to ensure you help them see it's a level 10 pain this is what sets you up as a trusted advisor versus just an order taker now for example if you did do a good job up front you can cover all those things and he gets a point where you're about to go into the demo in

your presentation but they're not at level 10 pain they're not level 8 they're still level one or level two at that point you have to really look in the mirror and ask yourself is this even really a qualified opportunity because reality is it might just not be a priority you are able to show them level 10 pain tied to their business initiatives and how it's going to really impact their business or maybe you did show that and they're just not having it and it's really not important for them at all and if you realize that

to be the case you're potentially waste your time after you can hear this objection on the back end it's important to have a level disqualification in your process to ensure you're walking along the right opportunities to minimize objections like this at the very end objection number six I'm considering competitor X now most people when they get hit this objection they start getting a little bit worried and they start talking terrible about the competition which you should never do or they start going to why here's why we're different here's why we're better both those are terrible

ways to approach this and I want you to understand this if you've done a good job on your front on your process you should have covered who they're already looking at and that's really really important because this helps you identify what the decision criteria is going to be based off who they're looking at overall now let's just say you did uncover that and it's just boiled down to just you and somebody else at this point they're gonna have to make a decision and your goal is not to hard close them or make them get all

weird on them but you do want to uncover what's really on their mind because the truth will set you free and you want some clarity here so when you get dealt this objection you want to find out where you really stand and that might sound something like this hey great you know competitor X they're a great vendor as well but based on what you've seen so far between us two which one are you leaning more towards now no sir my tone soft I'm making it easy I'm smiling a little bit I wasn't comfortable because ultimately

I want to uncover what is on their mind in terms of who they're kind of leaning towards and they might say the companion which totally fine oh I'm lean kind of towards competitor X great totally appreciate that now if we go back to the original framework I shared the heart framework you're just basically running the same framework as well so hey can you tell me a little more about that what do you mean specifically and you want to uncover what they really like because you might uncover maybe the competitors did a better job explaining something

that you didn't explain or maybe it's something else that's really important to them or maybe there's another stakeholder in play that potentially likes the competitor more maybe than a personal relationship we don't really know is my point so when you run into the heart framework again you get them to elaborate what's really on their mind and then you can really isolate out his any other objections and then position yours to be better to actually go for a close from there now an extra bonus side note if you're constantly getting the subjection hey we're hustling competitor

X and we're looking them quite heavily potentially this may mean you have gaps in your sales house on the front end that you need to uncover and differentiate more on the front end to separate yourself out from the competition as well or you need to build more objection handlers as well to eliminate them at the very end objection number seven I just need to talk to a few customers first before I move forward now this is an uncertainty objection meaning they are uncertain if your solution is the best one for them and we don't really

know what they're uncertain about so this is why it's really important that you can run from a very very similar framework like the heart to uncover what's on their mind I totally appreciate you definitely want to do that can you help me understand a little bit when you speak to some of our customers what are some specific things you want to find out more about and again this is really important you can spend more time on the elaborate piece because you want to find out what's your real concern is it the price is it the

value will it work is it the credibility we don't really know so we want to find out exactly what the objections are because ultimately when you're getting at the very end it means when we miss things on the front and the process more unlikely that would probably need testimonials to share to the cases you share to the use cases you talk about it may mean you need adjust your process more to limit at the very end so there you have it seven most common objections now as you can see there's really two common themes here

with all the objections we covered so far number one rather running through a hard framework where we're making them feel heard and we're spend a lot of time asking more questions to cover what's really on their minds and sure we isolate out the objection in it and actually effectively overcome the right objection how or number two a majority objections can actually be eliminated by running a very effective process on the front end that's a really powerful discovery on the front end a whole phase actually how you ask questions to cover all the right things to

eliminate future objections to how you run your demo and how you actually showcase Your solution to be the number one in your space I'm a firm believer when you absolutely nail your Discovery phase on the front end and you fall down to a t it can lead to a virtually objectionless close and if you want to learn my specific powerful framework on how to run a virtually objectionless clothes to powerful Discovery process I'll see you next video right here