7 Reasons why you get sales objections

Today, I'll explain the 7 reasons why prospects raise objections during the sales process.

According to Cole Gordon, each objection can be linked back to 7 different reasons. On the flip side, he says there are 7 core beliefs a prospect must have before they buy.

When you know what these are, you can strategically address them during the discovery call.

This approach helps prospects overcome any reservations they might have, paving the way for a more natural closing experience on the 2nd call.

If done well, you eliminate objections before the close. Increasing your close rate, without being pushy or resorting to uncomfortable objection handling techniques.

Now, let's dive in.

#1: Problem

If a prospect doesn't believe they have a problem preventing them from achieving their goals, they won't buy.

Sales is all about problem-solving, and without a problem, there's no sale.

To transform from a pushy salesperson to a trusted advisor, you must first understand the prospect's pain points effectively.

#2: Doubt

When a prospect believes they can fix their problem alone without much hassle, they won't value your services.

You want the prospect to believe that their goal is possible, but only with your help.

#3: Cost

Prospects will hesitate to invest in your services if they think the cost outweighs the benefits.

Potential clients must believe that doing nothing is far more painful than investing to fix their problem.

#4: Desire

The prospect must believe that solving their problem will lead to a significantly better future.

To address this, understand the long-term vision for their business and what that means for them personally.

Then you can align yourself with their aspirations.

#5: Money

Even if a prospect may want to work with you, financial limitations can hinder them from doing so.

Ask about their advertising budget towards the end of your discovery call.

From there, you can disqualify them or tailor a proposal to fit and ultimately close more deals with less resistance.

#6: Support

Similarly, even if a prospect 100% wants to work with you, they may not be able to.

Influential people around them, like their spouses or business partners, can impact the decision-making process.

Find out who is involved and get all of them on the 2nd call so they can make a more informed (timely) buying decision.

#7: Trust

To avoid objections, your solution must stand out as unique and superior compared to alternatives the prospect may have come across before.

If they don’t think this, they won't risk buying, and you'll hear "I've been burnt before".

Take time to find out about their past experiences and why things didn't work out.

Then you can prove the effectiveness of your approach with solid case studies, testimonials, and a distinctive methodology that differentiates you on the 2nd call.

Final thoughts...

To wrap up, master discovery to prevent objections.

Learn how to do it on my TikTok or Instagram posts that start with "Preventing".