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How To Answer Objections On A Sales Conversation

Written by: Megan McCann and Jennifer Ludington, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.

Executive Contributor Megan McCann and Jennifer Ludington

Are safety and sales related? We think so. When our customers feel safe, they trust that they can open up to you and process through the transformation that your product or service can provide them. Yet what often happens is that they will still give you an objection to your offer (such as time and money). One thing that everyone must remember is that an objection is not a no.

Man beeing angry with insurance agent who deceived him.

Let us repeat, an objection is NOT a no. Objections are a part of everyday sales conversations. Helping your customer overcome objections is a huge opportunity to help them break through the limiting beliefs. An objection is a place for you to help the other person have a personal breakthrough because it is typically the very reason they need you or your product in the first place.

Before we move on, here are some main points about objections we hope you understand:

  • Answering objections are a gift

  • Answering objections are a place for service

  • Answering objections increase the customer’s likelihood of buying

  • Answering objections are transformational, not transactional

You can help your customer overcome their limitations through stories, metaphors, connection, testimonies, and logic. Understanding the psychology around objections when there's resistance to change is crucial. Responding to objections when you understand their psychology will help them get out of the fear-based responses and into action. The action will guide them into the change they are seeking from you. This is a huge learning opportunity for the customer! But first, let’s dive into psychology.

The amygdala is the part of the human brain primarily involved in memory, emotion, and the “fight or flight” response. When we hear an objection on a sales call, it is typically the amygdala firing due to a fear of the unknown. It refers to the unknown as a threat. When we hop on a sales call, it is our job to empower our customers to get out of fear and into their hearts. This is why safety is important. Some common fears the customer might experience include failure, disappointment, shame, no safety, rejection, confrontation, uncertainty, not feeling good enough, and lack of performance.

This is why listening is important. When we give space for our customers to feel safe and process through their fear, they will learn to trust you. When we talk too much or begin to interrupt, we rob our customer of their personal process.

So next time your customer gives you an objection, instead of interrupting them and telling them what you think they need to hear, just listen. Then, after you have listened, repeat back to them what you heard them say before going into your offer.

They will thank you for giving them the space to process and will be much more likely to say yes.

Click here to download our free guide on how to answer the most commonly used objections.

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Megan McCann and Jennifer Ludington Brainz Magazine

Megan McCann and Jennifer Ludington, Executive Contributor Brainz Magazine

Megan McCann and Jennifer Ludington are experts in strategic leadership and business systems. As #1 amazon best-selling authors, in-demand speakers, and media personalities, they are on a mission to help over 1 million women scale their businesses. With a combined 30 years of experience bootstrapping multiple six and seven-figure businesses, they want to show others how to do it too.


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