How to overcome objections in sales?

The most important piece of your sales process is to overcome objections and direct the lead down the appropriate path you want them on.

If you haven’t already done so, listen to How to get better at sales, where you will learn the first 2 steps to getting better at sales.

  • Learn from every sales call
  • Identify the type of buyer you are talking with

By the end of this episode, you will learn the most important piece of sales. That is how to overcome any objection to the 5 buyer types we identified in the last episode.

Before we dive in, let’s just go over those 5 buyer types again.

  • Price buyer those that want to just get the lowest price they can.
  • Value buyer those that want quality and price isn’t a concern.
  • ”Know-it-all” buyer those that feel they know how to do your job.
  • ”Wishy-washy” buyer those that really don’t know what they want.
  • ”Go-between” buyer those that say they are a decision maker, but not really.

Once you key in on identifying which type you are speaking to, you want to embrace them.

Lean in to what they want and give them exactly what they ask for.

STEP 3 – Put the buyer on the right path

With any of them, you don’t want to waste your time in writing a proposal unless you get a firm “yes” from the at the end of the call.

You aren’t in business to write proposals. If they balk at the time and cost investment and still ask for a proposal, tell them that “this is the proposal, nothing will be different in the document.”

You aren’t in the proposal writing business.

There’s no reason to waste time on writing up an in-depth proposal on something that’s never going to happen.

Explain to them that the proposal is a formality to get the ball rolling on the project together. If what they hear on this call doesn’t make sense to them to move forward, nothing will change in the document.

When you identify the type of buyer, there’s a different path you want to direct them to.

  • Price buyer –> referral
  • Value buyer –> a firm “yes” to move forward
  • “Know-it-all” buyer –> empathy first, with a path to clarity for why they are talking with you
  • “Wishy-washy” buyer –> add value and let them go and come back
  • “Go between” buyer –> explain the process, but then full stop until ALL decision makers on the call

STEP 4 – Overcome Objections

To help you identify which buyer a lead depends on the objections they have.

As you have your next sales call, or if you’ve recorded the calls in the past, listen very closely.

Break out a piece of paper and write down any of the objections you hear from the lead.

Statements like:

  • “that seems like I a lot of money for this”
  • “this should be simple”
  • “This sounds great, but I have to talk with so-and-so first”
  • “I’m not sure”
  • “I had this other person and it didn’t work out”
  • “I’m talking with a few other vendors”
  • “I have someone else who can do this work but wanted to see what else is out there”

I can go on, but I think you get the point. Not every objection is in the form of confrontation or conflict, like “you are too much money.” Statements like “I’m not sure” or “this should be simple” are objections that are telling of who they are.

Write them all down and work through them where next to each objection, you put the type of buyer you think they are. Practice this on each call you have and you’ll start getting better at identifying the type of buyer.

Once you can identify the type of lead, you can then use that as a trigger to push that buyer towards the appropriate path.

Only pushing value buyers and those that give you a firm “yes” to move forward, to the proposal writing stage.

Two things happen immediately with this.

  • The feeling of not closing enough deals starts to go away.
  • You start to identify the buyer type earlier in the process so that you don’t even get on the phone with them.

Do this on your very next sales call. As you push the various types down the appropriate path, you’ll maintain your position as the expert and that feeling of getting lots of people on the phone but not closing enough will go away.


You rock! 🤘


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