I coach a lot of sales professionals, one on one, in individual sessions every week. Sales managers, business owners and also individual sales reps who are committed to moving into the top 20% or op 5% of their profession.
Prior to working with someone, I send out a “coaching intake” form that they fill out and return to me prior to our first session. This gives me insight into their particular sale, what they want to work on, what’s standing in their way, and what they hope to accomplish during our time together.
When working with individual sales reps, one of the most common requests I get is that they would like to get better at handling objections. I tell them all the same thing: “If you just do exactly as I’ll teach you to do, then in 60 days, you will know exactly how to handle objections, and you will no longer be scared when your prospect or client brings one up.
In fact, I tell them, you’ll even welcome them!
So what’s the secret? Well, there are five of them, really. And I’ve listed them below. If you want to get better at handling objections, if you want to confidently learn to handle or overcome them like the top pros, then simply follow the secrets below:
Secret number one: Take time to carefully script out rebuttals to the common objections you get day in and day out. Remember, the best thing about sales is that you get the same objections, stalls and put offs over and over again. You already know what’s coming!
The true pros recognize this and take the time to script out best practice responses to them, so when they get them, they can confidently and effectively handle them.
Other sales reps still choose to adlib their responses which means they are making up one poor response after another. This is why they are discouraged and unsuccessful.
So take some time right now and script out your best practice responses so you’ll never have to scramble for what to say again!
Secret number two: Memorize your best practice responses. Don Shula – the famous Miami Dolphin coach – once said that his players practiced, drilled and rehearsed their plays and techniques over and over again so they could internalize them and act automatically without thinking when they needed to.
He said that football moves so fast that: “If you get into a situation and have to think about what to do next, it’s already too late.”
Same thing in sales. By internalizing your best practice responses to objections, you’ll be able to handle them automatically, without thinking or stressing.
Secret number three: To effectively memorize your rebuttals, you’ll need to put in some time. The most effective way to memorize and internalize them is to record them into a recording device (and you’re already carrying one of these around in your pocket – all smart phones have one), and then listen to them 30 to 50 times.
This is the same thing you did with your favorite song, and it works for rebuttals to objections as well. In fact, you’ll even remember the exact inflection and pacing as well, so make your recording a confident one!
Secret number four: Record yourself and listen to how you sound when delivering your rebuttals. Listen for if you’re using the right rebuttal to the objection your prospect or client just gave you.
By recording yourself, you’ll learn tons of things that will make you better, including how to deliver your rebuttals more convincingly. You’ll also learn whether or not your rebuttal is the best one to use – which leads me to secret number five.
Secret number five: Be prepared to revise your rebuttals often. After listening to your sales calls over and over again, you’ll find ways to improve. Perhaps a rebuttal can be shortened? Maybe it can include a few key words or phrases? Perhaps you could deliver it with a bit more energy? Or less energy?
Never stop learning, critiquing and getting better. The top professionals in any industry are always adapting, always learning and always improving. You should, too.
So there you have it: the five ways to get better at handling objections. If you’re truly committed to becoming one of the best producers in your company or industry, then commit to using the secrets above.
I guarantee that if you do, your career and your life will change in exciting and fulfilling ways.