Sales Tip: Keep Track of Your Client’s Objections

September 23, 2016
Client's Objections

Client's ObjectionsGot pipeline management issues because of a client’s objections? When in doubt, write it down.

Big life problems often seem fuzzy until we stop what we’re doing and focus on them. Writing down what’s wrong doesn’t just help clarify what it is that’s going wrong and why. Often a mental light bulb turns on, too, and we figure out how to get things back on track.

Now this pop psychology advice can help you at home, but the same idea can help your sales business. When you hear a client objection, what happens?

You probably have practiced answers for the most anticipated objections, but what if you haven’t heard this objection before? Or what if you keep hearing the same objection over and over again from different prospects? Do you know how many clients have voiced a particular objection? Where in the pipeline they’re most likely to voice it? You should.

Tracking your client’s objections can offer that same clarity to a fuzzy problem as your personal journaling. You’ll manage your pipeline far better if you have a complete picture of past objections and knowledge about what comes up most, when, and why.

Note The Big Objections

Most likely you have a script or list somewhere of your biggest sales objections that probably look something like this:

  • Why should I choose you over your competitor?
  • Why does it cost so much?
  • How do I know I can trust you?

Many cold calling experts do keep this list handy even if they’ve got it committed to memory. But it’s helpful to document the different ways people ask these questions and worth spending some time thinking about the right way to answer or throw back to the prospect depending on the circumstances.

Take Another Look at Your Sales Materials

Next, consider that even though many of these questions are common, you still may be able to improve your scripts, website info, or drip email campaigns, to reduce the frequency of objections.

What people are getting at with these three big objections is brand, value, and reputation.

So if prospects are repeatedly questioning your brand, work on your unique selling proposition (USP). If it’s value, emphasize the value of your products and services more in your materials and consider adding some memorable stories about product benefits. If it’s your reputation, it may be a sign you need more brand visibility efforts, customer testimonials, or satisfaction survey results.

Sales objections will still come up, but refining your scripts and other sales materials should help cut down on hearing the same objection repeatedly. That, in turn, should improve your funnel and your time to close rate.

Track Your Sales Objections Data

Of course, if you’re going to know which questions keep coming up, you’re going to need to track your client objections. Specificity is key.

You should know how often clients have voiced an objection. How many clients have a particular objection? You should have a record of all the different objections you’ve heard, especially any that catch you off guard. And record where in the customer journey that clients voice their objections.

Refine Your Strategy Based on the Metrics

Lastly, do something with that data. Look for patterns and make some decisions. Note how frequently an objection comes up, how hard it is to answer on average, and how important to your business the question is.

Revise your scripts, refine how you answer objections, rethink your pipeline, and so on. Wherever there’s a problem, look at what you can do to smooth things out.

With proper management, you’ll be able to streamline your pipeline, improve your sales timelines, boost closing rates, and grow your business.

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About Troy Wilson