Step 5: Redirect Objections

You may be curious why the title of this section is called “Redirect Objections” instead of “Overcome Objections” or “Rebuttals For Objections.”  What do I mean by Redirect?  Redirecting an objection is the opposite of overcoming one.  Instead of trying to take the objection head-on and changing the prospect’s mind, it’s easier to take the call in a new direction.  I’ll give several examples of how I redirect an objection, and I’ll demonstrate how any objection can be redirected into an opportunity.

When most salespeople hear an objection, they reach for a scripted rebuttal--something they can tell the prospect that will magically change her mind and convince her to meet.  However, is a prospect really willing to change her mind within a 3-minute phone call? 

If a prospect is “happy with her current vendor” and you try to convince her you’re better, she could get defensive.  When this happens, she’ll defend her objection by defending her current vendor.  Ultimately, your attempt to overcome the objection will only make it more powerful.  Remember: when you give something attention in the call, you give it strength.

There’s another reason why traditional rebuttals don’t help salespeople overcome an objection: You could be trying to overcome an objection that doesn’t really exist--one that the prospect gave you just to end the call. 

Stop trying to “solve” objections on a prospecting call.  Instead, redirect the call away from the objection and toward an opportunity.  The way to redirect the call is quite easy: Ask questions.  Find out what the real objection is.  Learn something about the prospect’s situation.  Ask about the executive’s biggest challenges and how he’s currently resolving them.  If you ask the right questions, the prospect will abandon his objection and you can redirect the call toward something else (like an appointment).

You’ll discover that you can redirect any objection using a master list of six questions or less.  Throw away the book of “101 Objection Rebuttals.”  You simply don’t need more than six questions.

Before giving you examples of the specific questions I ask for different objections, here is a short list of the types of questions you’ll use:

Question #1: The Current Situation

Ask about current processes, systems, challenges, and initiatives.  Find out what’s happening in their company so you know how you can help.

Question #2: What Have You Tried?

Before telling them how you can solve their problem, ask them about any solutions they have already tried.  For example, “What options have you looked at that would solve, improve, fix…?”

Question #3: Other People’s Problems

If the prospect seems complacent and he won’t admit to any challenges, tell him about a challenge that similar clients were experiencing, and then ask him how this relates to his situation.  You can also follow up with Question #2 and ask what he has done to solve this kind of issue in his company.


Examples:

Here’s a list of the most common objections you probably hear, along with examples of potential questions you could ask.  Use these questions as a guide and tailor them to your business.

Objection: I’m not interested

May I ask why you feel we wouldn't be a fit for your company?

Redirect: When we’ve worked with other companies in your industry, they had a challenge with __________.  How does that relate to your situation?

Objection: I’m too busy

Note: I don’t consider this an objection. They haven’t said they don’t want your services--it’s only a matter of timing.  Assume you have the appointment and now you simply need to find out when the prospect’s schedule is open.

Let's look further out in our calendars if we need to.  What is your availability on (date and time)?

Redirect (if necessary): What types of projects are getting your attention right now?

Objection: We already have a vendor/system (and we’re happy)

Note: When this objection comes up, it's usually because you focused too much on your products and solutions in the call, instead of focusing on the prospect’s problems and initiatives.  Refer to your Sticky Statement and make sure you’re defusing this objection.

What do you have in place? How long have you had it for?

Redirect: A lot of companies I work with in your industry are challenged with (mention a common problem or situation). What have you tried doing to resolve this in your company?

Objection: We don’t have the budget

Is this something you typically budget for? When does the new budget year start?

Redirect: What types of projects/initiatives have you dedicated the budget to this year?

Redirect: What type of projects would you launch if you had the budget?

Redirect: What if there was an ROI that would pay for this project?

Objection: Send me information

What aspects of our company/solution would you like more information about?

Redirect: To see if we’d be a fit for you before I send any information, could you tell me about (challenges, initiatives, etc)?

After asking 2-3 questions, the prospect will be engaged in the call again and you’ll be in a position to ask for the appointment.  Jot down the objections you hear in your calls, and then identify the questions that will redirect the call.