When cold calling, there are only two types of objections.
Reflex objections. And objections made up by the salesperson.
1. Reflex Objections
Reflex objections generally happen at the start of the call. It is when the prospect is in fight-or-flight mode, and uses an objection to get off the phone.
- "Not interested."
- "I'm going into a meeting."
- "I'm busy."
These can happen for a number of reasons, but mostly it comes down to the fact that the prospect does not feel comfortable with you just yet.
Tip: Ask for a small segment of their time and offer them a way out. This immediately lowers their defenses and keeps you in control of the cold call.
2. Objections Made Up By The Salesperson
Any other objection is entirely made up by the salesperson.
Listen to these common phrases:
- "We are using a competitor."
- "We have a preferred suppliers list."
- "We handle this internally."
- "This isn't a problem for us."
- "We don't have budget."
None of these are objections. They are just statements.
The prospect has not objected to anything. It does not mean everything is rosy and they are giving you a hard "no." It is an invitation for you to dig deeper and see if you can actually help.
Understand, Don't Convince
As humans, we are much more likely to lean in when we feel understood, rather than when we feel like we are being convinced.
So, instead of arguing or trying to "overcome" the objection, ask a question and seek to understand.
For example: "If there was one thing that competitor could be doing better, what would that look like?"
If you are in sales and struggling to 'overcome objections', this is a gentle reminder that those objections are mostly made up in your own head. View them as statements that need questioning. It will make your life a lot easier.
If your team needs help shifting this mindset, this is exactly what we cover in our Sales Objection Handling Training.