The Most Common Sales Objections | Part 1


Hello, this is Jack Kasel with Anthony Cole Training Group, and today I’m here to discuss the most common sales objections. This is the first part of a three-part series, so stay tuned! Sales objections typically arise in two key scenarios. The first is when we’re trying to secure someone’s time during prospecting, attempting to schedule a meeting on their calendar and obtain a few minutes of their attention. The second occurs when we’re delivering our presentation and seeking a commitment or decision.

It’s important to recognize that there’s no magic catchphrase or silver bullet that universally overcomes objections. Instead, objections are rooted in emotions, and when emotions take over, rational thinking often takes a back seat. The fundamental question when faced with objections is whether we aim to overcome them or effectively deal with them.

Attempting to outright overcome objections is generally ineffective. Consider how challenging it is to convince a loved one, friend, or colleague that they’re viewing something incorrectly. Similarly, when prospecting for time, it’s crucial to assess whether we come across as someone worth listening to. Are our calls focused on us, our products, and our services, or are we addressing the prospect’s needs and challenges?

On the flip side, objections related to pricing or comparisons with competitors are common. It’s essential to understand that objections don’t necessarily signal a refusal to buy. Prospects may present objections to test whether we are willing to adapt or make adjustments, especially in terms of pricing.

To effectively handle objections, we advocate the PAC method. The “P” stands for pause, providing a moment to collect thoughts and calm emotions. A well-timed pause may also encourage the prospect to share more information. The “A” is for acknowledge, expressing gratitude for the objection and validating the prospect’s perspective. People often feel upset when they believe they are not being heard. Finally, the “C” is for get curious. Understand the underlying motivations behind the objection and inquire about what the prospect is truly looking to achieve.

It’s crucial to avoid slipping into sales mode when confronted with objections. Whether seeking an appointment or responding to pricing concerns, maintaining a non-salesy approach is key. Resist the temptation to push back aggressively or launch into a sales pitch.

Remember, objections don’t necessarily mean a lack of interest. They might indicate it’s not the right time or a potential willingness to buy with certain adjustments. By employing the PAC method—pause, acknowledge, get curious—we increase our chances of navigating objections successfully. I trust this information proves beneficial to your sales endeavors. Thank you.

Watch Part 2

Jack Kasel, Sales Development Expert
Anthony Cole Training Group


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