The document discusses overcoming customer objections in sales by understanding the buyer's journey and tailoring responses accordingly. It emphasizes the importance of preparation and knowledge about the customer, including their needs and objections at different stages of the buying process. Sales reps are encouraged to create a customized objection handling template and maintain a repository of objections to enhance their ability to address concerns effectively.

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Fix your sales
problem in 5
easy steps –
sounds
great, doesn’t
it??
Unfortunately, most
quick fixes are band-
aids as opposed to real
solutions

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One of the biggest problems for
sales reps is customer objections.

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One of the biggest problems for
sales reps is customer objections.
On the web, you’ll find tons of
“easy 5-step solutions”
to this problem.

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In this article, we
address an
alternative way to
look at objection
handling – from
the point of view
of the buyer.

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‘A’ Players know that
these tools don’t always
work independently.
In fact, these tools
become more effective
when you combine
them.
As a sales rep, you have a variety of tools
in your bag.

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When countering
customer
objections, start
with knowledge
Do you understand your customer’s
wants, needs, and issues?
Have you
done your
homework?

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Download this free tool to
immediately begin identifying
your customer’s objections.

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You must also know where your
customer is on the Buyer Process
Map.
Every buyer will
(knowingly or not)
travel through
these buying
stages.

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As you guide them through the
Buyer’s Journey, you’re bound
to hit some obstacles.
Oftentimes these obstacles
come in the form of objections.

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For example:
Objections from customers early in the
journey may mean:
• They’re not yet in the market
• They’re not ready to change
• They haven’t recognized they
have a problem yet.
Their objections will change depending on
their stage in the journey.

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Objections later in the journey can mean there
are unresolved areas of risk, such as:
• Budget concerns
• Competitive pressure
• Implementation issues

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No matter where your customer is in the Journey, one fact
remains the same…..
The better you understand the customer, the better you’ll be
able to respond to these objections.

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Responding to Customer
Objections:
A well-prepared sales rep will
understand customer objections as
part of the process.
You’ll never get through a deal
without facing a few of them.

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A well designed sales process will have a stage specifically for
mitigating risk or addressing concerns.
In fact, objections actually mean
your customer is advancing
through the Buyer’s Journey.
Being aware of this will make
you more welcoming of the
objections.

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The reason most reps continue
struggling is a result of formula
objection handling.
The problem with formula
objection handling is that it’s
just that – formulaic.

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To avoid this problem, I recommend the construction of
an Objection Handling Template
A proper Template will have consideration for the
customer.

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The graphic below shows a five phase sales process
aligned to the stages in a buyer’s cycle.
As you develop a template, be thinking of the typical
stages your buyers go through when purchasing your
product or service.

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Another extremely useful sales rep resource is
a repository of objections that you can
reference.
It’s important that these objections aren’t
“pat” or “canned”.
Create them in a way that they’re specifically
customized to your buyer.

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Your collection of objection responses
should be broken down into a minimum
of 3 categories:
1. Buyer Persona
2. Stage of the Buyer’s Journey
3. Type of objection –
Price, Service, Need, Product and
Source (company or sales rep)

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With these tools, you’ll be well prepared for
your next customer objections.

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With these tools, you’ll be well prepared for
your next customer objections.
Preparedness yields confidence and
composure when responding to customer
objections.

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With these tools, you’ll be well prepared for
your next customer objections.
Preparedness yields confidence and
composure when responding to customer
objections.
Both can go a long way in guiding a customer
through the Buyer’s Journey.

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Learn More
If you don’t have a content management process or need help
optimizing your current one,
Contact us to hear the rest of the story...
Email - info@salesbenchmarkindex.com
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