Overcoming a Common COVID-19 Sales Objection
There’s a sales objection that was common even before COVID-19 reared its ugly head: “Now’s not a good time.” You’re probably hearing that now more than ever from your prospects, right? The thing is, they still have the same needs as before the pandemic hit; possibly even more. Now is a good time to buy. You just need to respond the right way to help your prospects realize that for themselves, says Leslie Ye, writing for HubSpot.
“What’s holding you back?”
Ye recommends asking this question because you’ll learn exactly what is causing your prospect to hesitate closing the sale. “You'll be in a better position to address their hesitation and work to find some middle ground that suits both your business as well as the prospect,” says Ye. It may be lack of funds, concern for the return on investment of the product or service during a pandemic, or perhaps your competition is offering a better deal. No matter their sales objection, asking point blank what is halting the sale will give you a better chance to turn things around.
“What about [previously mentioned] goal?”
Your prospect is obviously meeting with you because they believe that your product or service can help them achieve one of their company’s goals. Hopefully you’ve used that goal during your sales pitch to list examples of how your product or service can help them achieve that goal. By addressing the prospect’s sales objection with a direct tie between your product or service and the previously mentioned goal, you’re pointing out that by not signing a sales contract, they’re likely putting this goal on hold. Is that really a good idea?
“I understand. Another customer was in a situation similar to yours. They ultimately decided to purchase because of [trigger event, challenge, opportunity] and [product's ROI]. In the past [X amount of time], they've seen [Y results]."
Nothing inspires confidence more than knowing the solution you’re offering worked wonders for someone else in the same position. That's why Ye recommends bringing up clients who you've aided in similar situations. “After you've shown them evidence your solution works, they'll be eager to reap its benefits for themselves,” says Ye.