Discover how to combat the feeling of needing to justify yourself when a prospect is skeptical. Build trust by guiding your prospect with confidence in sales conversations.
Overcoming Objections in Sales
When a prospect shows signs of disbelief, such as if a product is a good fit for the organization, salespeople often become defensive and feel the need to prove themselves. In this video, sales trainer Brian Kavicky explains the negative effects that can have and shows the approach you should take in order to calm the prospect and let your confidence prove you are there to help.
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Video Transcript
When you hear disbelief and an adamant, “You won't work for us, and this won't work.” it's a belief issue, which means a motive is coming next. There's a pain bullet behind it.
What I find a lot of times with salespeople is that they feel this need to prove themselves. They feel this need to justify what they do and go out of their way to position themselves as experts. And I know everything. And how dare you question me. And so when they're in a sales situation, and the prospect starts asking them questions, how do you know this will work? Have you gotten results in the past? Is there anyone we can talk to because we sort of don't see how your approach is going to fit?
The justification, emotion, and defensiveness all come out, and they start fighting with the prospect.
They start giving examples. And we did this for these people. And we're doing this for these people. And we got these results. And here's a case study that you can look at that proves that.
When you do that, you confirm in your prospect's mind that you actually don't know what you're doing. If you have to defend, justify, or explain anything, nobody's going to believe you.
The right approach would be, I understand why you're skeptical.
It appears that you've been burned by people like me before.
And all your past frustrations don't necessarily mean that you'll be frustrated with me. I know that our approach is a little different and that you haven't been exposed to it before, but it works consistently for our clients. Would you like to know how and why?
That calm demeanor, that even tone, that unemotional, that empathetic response with the prospect cools them down and goes, oh, this person actually knows. They're confident enough to not fight for it. They're just going to help me walk through it.
So be careful about justification and defensiveness because they only cue you to not know what you're doing.
