Overcome Sales Objections and Close Deals Like a Pro

Objection #1: I plan to wait until fall

• I understand that you need more time to think. What are your reasons for and your reasons against buying now?
• We very rarely hear that. Why would you delay making this important decision?
• Perhaps, I can help. I am aware that this is an important decision for you. What do you think you will gain if you buy in the fall, and what are you going to lose by waiting?
• Are you saying that you wouldn’t be able to use the product right now? No. They why wait until fall? Why not start benefiting today?
• What will change then? Probably nothing. Your need might even be greater. If we can solve your problems today, why delay?
• What will change then? Probably nothing, except our prices might be higher. Why not buy today, and take advantage of the low price?
• You impress me as a very proactive businessperson. You make bigger decisions than this every day. Why are you hesitating now?
• You remind me of Mr. ____ in ____. He planned to wait several more months before buying our equipment. Unfortunately, his company didn’t have the luxury of waiting. During those months, they lost their competitive edge. The competition had new machinery and they didn’t. They lost a lot of business. I would hate to see anything like that happen to you. Why not buy today and get ahead of the competition?
• If your kid needed medical care, would you put it off? Of course, not! Well, why delay on this purchase decision? Aren’t we in a similar position? Your company needs this machinery very badly. Let’s get it in place now, so that you correct this productivity problem now.
• Are you in the habit of putting off important decisions? Isn’t it time you broke that habit?
• Do you promise me you will definitely buy in the fall? Good! I will call you in the middle of the summer so that we can set it up!
• You will buy in the fall? So, what you are telling me is that you definitely want it, right? Well, let’s fill out the paperwork today. We can arrange to have it shipped to you this fall, okay?
• You want to wait until this fall? Is it just a matter of money? If that is all it is, we can arrange to have it shipped today, and we won’t start billing you until this fall. Okay?

Objection #2 We tried something like it, but it didn’t work

• What happened? (Get specific information on the customer’s complaints about the other product. The show specifically how your product is different.)
• Our product has been on the market for five years. That other product was new and untested. You won’t have to worry about our product’s reliability. We guarantee it unconditionally!
• (Prospect’s name), have you ever eaten fast food that didn’t agree with you? One that gave you indigestion? We all have. Yet, you didn’t give up eating just because that one meal upset you. You said you’ve tried something that didn’t work. I respect your experience, but please, do not compare your five-star meal with fast food!
• I’m sorry you had a bad experience. I know how you feel. I have disappointed myself with many purchases. I can assure you that what we’re offering is as different as night and day from that other product. We guarantee it. Let me explain exactly how we are different.
• Let me show you these letters from satisfied customers. See for yourself how we go about producing and backing up what we make. Did you ever see letters of praise like this for that other product?
• Was it really the product that didn’t work or was it the service you didn’t get? We are known for having the best service in the industry. Isn’t that important to you?
• That’s unfortunate and I can understand how you feel. Do you really think that this single experience will prevent you from looking at new and better opportunities?
• We have all been hurt at some time, haven’t we? I am sure you have been hurt in love, right? Has that turned you off to all relationships? I hope not. I respect the fact that you have been hurt. I promise you that will not happen here. We take outstanding care of our customers.
• Are we comparing apples with apples or apples with oranges? Please do not compare us with that other company! We are totally different. May I show you how we differ, and the many benefits we offer you?
• Our product may look similar on the surface to ____’s product, but is only a superficial resemblance. I am sure you have heard that saying, “don’t judge a book by its cover,” right? Well, it is really true in this case! Can I open the book and show you the ways in which we are different and far superior?
• We are really the Rolls Royce of the industry. Is it really fair to compare us to a Hyundai? Can I tell you more about what makes us the Rolls Royce?
• How would you feel if your company’s products were compared to the worst products in your industry? Well, that is exactly the position you have just put me in. What would you do if you were in my position? May I please give you some information as to why we are far, far superior to that other company?
• When did you try it? You know, great strides have been made in our industry since then! The products we offer today are light years ahead of what you experienced back then! Why not take a new look at what is available today?
• You know, comparing our products today with what that other company offered back then is like comparing a Model T with a Ferrari! Is that really a fair comparison? Don’t you owe it to yourself to take a closer look at what is available and how it can benefit your company?
• You know, comparing our products today with what that other company offered back then is like comparing a 1990 computer with a 2017 computer. Today’s computers are much more powerful, aren’t they? And, they cost less! We are in exactly the same position! Our products are far superior to what you experienced in the past, and they cost less money! Don’t you owe it to your company to take a closer look at what today’s technology offers?

Objection #3 Your competitor’s product is better

• You’re kidding? (Act surprised.)
• Better in what way? (Have customer list features he/she likes in the other product; then show how yours has the same or better features.)
• I’d be interested in hearing your unbiased opinion on the two products.
• Obviously, you’ve had a chance to look at their product. What did you see that impressed you?
• Are you referring to quality, service, features, or the value of the product after five years of use?
• Everyone has a unique way of presenting their product. We let the product speak for itself. I’m positive that you will quickly see that there is a difference between promotional promises and actual facts. Can I tell you what some of those differences are?
• I would agree that there are some differences in design; however, what counts in the future is the quality of the service. What advantage is there in having a slightly better figure on the spec sheet when you need same-day service – and they won’t give it to you? We will guarantee you same-day service. How much is that worth to you?
• Will all the features you see in our competitor’s product, there is one they can never have: our commitment to service. We have more units in operations, more highly trained service engineers, and a better response record than anybody in the industry.
• I’m amazed that you would say that. We have a reputation as the best in the industry. What, specifically, do you think is better in my competitor’s product?
• Our competitor’s product appears to be better? Appearances can be deceiving. Let’s take a look beneath the surface to see what you are really getting. Okay?
• Who told you that? Have you talked to people who own the two products, or have you only been listening to advertising? I am sure that if you talk to owners, you will find that our product is far better respected than our competitor’s
• Some of our happiest customers are people who used to own that other company’s product! Here, let me give you some phone numbers. Call them up. Let me tell you why are product is so far superior to the competitor’s product!
• Better compared to what? All of their major design features are “borrowed” from us. That’s merely a copycat product. (State with disdain.) Our technology is two years ahead of theirs. Shouldn’t you take a closer look at what we are offering?
• It is true they may have some features we don’t have. But please look at the price difference. Their product costs much more up front and their service calls are twice as expensive as ours. Over the course of five years, you could pay twice as much for their product as compared to ours. And they both do the same job! Why not do your company a favor and same it some hard-earned money! You don’t need a gold-plated solution to this problem. Buy our product!

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(Adapted from the book “Sales Scripts That Close Every Deal” by Gerhard Gschwandtner, Founder and Publisher of Selling Power)