don’t take no for an answer: how to handle common client objections

We Help Service Firms Grow Wellesley Hills Group ©2010

Don’t Take No for an Answer: How to Handle Common Client Objections

John DoerrPresident Wellesley Hills Group

04/20/23We Help Service Firms Grow Wellesley Hills Group ©2010|2

John Doerr’s 25-year career in professional services marketing and sales, includes experience as CEO and leader of professional service firms and consultant to some of the world’s leading organizations.

John Doerr, President, Wellesley Hills Group

Co-author of the book Professional Services Marketing (Wiley 2009), John facilitates numerous retreats and strategy sessions for professional service firms each year, helping them energize their business development efforts.

John is also Founder of and contributing editor for RainToday.com. When not speaking or writing about professional services, John can be found on the basketball court playing with other aging professionals in OTH Basketball.


What We Will Cover Today

Objections – An Overview

Five Steps to Handling Objections

Responding to Different Types of Objections

Preparing for Your Next Conversation


Objections – A Definition

An objection is an explicit expression, by a customer, that a barrier exists between the current situation and what he or she needs to engage your services.


Objections: Overview

Your objective:Overcome the objection and make advances towards gaining commitment with the following caveats firmly in mind:

– The close begins the relationship

– Objections often have merit

– Many objections take a process, not a quick verbal answer, to overcome


Poll Question

What are the most common objections you encounter?


Four Types of Objections

No trust – buyer has fear, uncertainty, doubt in the solution or you

No need – buyer doesn’t see the value of the service

No urgency – value may be appreciated, but not fully

No money


Poll Question: Objections I Hear

I have too many things on my plate right now

– Trust?

– Need?

– Urgency?

– Money?


Poll Question: Objections I Hear

I do not have the budget

– Trust?

– Need?

– Urgency?

– Money?


Five Steps to Handling Objections


Five Step Process for Responding to Objections

Step One: Listen

Step Two: Understand

Step Three: Respond

Step Four: Confirm

Step Five: Continue


Step One: Listen

Listen fully to the objection

– Don’t interrupt

– Don’t anticipate

– Don’t become defensive

– Do take a deep breath


Step Two: Understand

Ask permission to completely understand the issue

– Ask questions

– Restate or clarify the objection

– Make sure you get it right

– Uncover the real objection


The Power of “What Else”

What else is of concern (you are thinking “what else is standing in the way of our doing business together”)

What else….

What else…

What else…

When the prospect stops answering…that is the real objection.


Step Three: Respond

Choose your response

– Minimize

– Answer immediately

– Propose resolution process

– Do not buy it back


Step Four: Confirm

Ask whether your answer or proposed solution will satisfy the objection

– Test your solution

– Do not be discouraged by no

– Don’t take yes for an answer immediately


Step Five: Continue to Commitment

Continue towards gaining the next commitment step in your sales process

– Clarifying need (aspirations and afflictions)

– Uncovering impact

– Advocating for your solution

– Advancing the sale toward commitment


Summary: The Five Step Response to Objections

Listen fully to the objection

Ask permission to completely understand the issue.

Choose your response.

Ask whether your answer or proposed solution will satisfy the objection.

Continue towards gaining the next commitment step


Responding to Different Types of Objections


Responding to Trust and Need Objections

Trust

Need

Strong Trust, No Need

Action:

Take Time to Explore

Clarify Expected Results

Articulate Value

High

Low

Low High

No Trust, No Need

Action:

Move on (usually)

No Trust, Strong Need

Action:

Nurture Relationship and “Fit”

Make Past Results Tangible

Strong Trust, Strong Need

No Objection…

Move to Commitment


Responding to Money Objections

ResponseClarify your value proposition.

– Best scenario – get client to clarify it for you

GuidelinesOften money is a red herring objection…“If money were no object…”

Engage the money discussions at the right time

Don’t lower price without altering service levels or deliverables – being arbitrary creates mistrust.

You may be dealing with the wrong buyer – not high enough or not the economic decision maker


The Secret of T G B

Time

Goal

Budget

If money were no object…


Responding to Urgency Objections

ResponseCreate urgency.

– Best scenario – get client to re-prioritize themselves

GuidelinesNo negative implications of inaction are perceived by client

Other issues are more important right now.

– If they truly are, it’s probably bad timing to gain commitment.

– If they aren’t, help the client re-prioritize.


The Big Question: What Won’t Happen?

Ask yourself, “What won’t happen?”

Ask the prospect, “What won’t happen?”

Quantify the results

Demonstrate the results


Responding to Incumbent Objections

ResponseExpress your understanding of the situation

Get the prospect to speak about the current relationship

Listen for the places you can add new or more value

GuidelinesNo negative comments about the competition

Recognize this may be a long-term prospect

Discover the next buying cycle or buying process


Preparing Your Next Sales Conversation


The Unspoken Objection

Not all objections are expressed

Anticipate and raise objections that may be “just under the surface”

– But carefully balance the benefits of strengthening the relationship with the risk of complicating the discussion


The Improv of Objections

Make a list

– Which objections do you always hear?

– Where might you be vulnerable?

Prepare your responses

– Practice with a colleague

– Are you making excuses or proving your value?


Thank You – Questions

John DoerrPresident, Wellesley Hills Group508-626-9991 [email protected]

The Wellesley Hills Group is a management consulting and marketing firm focused on helping business to business services firms to grow. We help:

Build strategy Improve brand and reputation Generate and nurture leads Improve business development success Increase repeat business

don’t take no for an answer: how to handle common client objections

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