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Objection Handling Options When Cold Calling for Sales
When making cold calls, it is very likely that you will run up against some sort of objection from the prospect. Objections are like stop signs that the prospect holds up to try to slow the call down or bring it to a close. An objection could be anything from the prospect being too busy to take the call, to them not being interested, to them not having money available for the purchase. We have three main options for how to handle an objection that we receive when cold calling for sales.
1. Comply with the Objection
One option when receiving an objection is to comply with it. This would be to go along with the objection and will likely lead toward the call slowing down and coming to an end.
Of course at some point, you will have to comply with some objections, but when trying to drive sales effectiveness, it can help to not use compliance as the first option to go to. A reasonable approach can be to try to deal with the objection in another way two to three times before you resign to complying.
2. Overcome the Objection
Another option to pursue when receiving objections when you are cold calling for sales is to try to overcome the objection. To overcome the objection would be to face the objection head on and try to defuse it or to try to change the prospect’s mind.
Trying to overcome an objection can be a less advantageous option for a couple of reasons. First, there is very little time to work with when you are cold calling for sales. You really have between two to five minutes to work with on a cold call so there is not a great amount of time to discuss and address the objection. In addition, when you address the objection, you shine a spot light on it and this can give it life and energy, which can make it stronger and more grounded in the prospect’s mind.
3. Redirect the Objection
The third option for handling an objection that you receive when you are cold calling for sales is to redirect. To redirect an objection refers to trying to move the conversation in a new direction or to keep the call going without addressing the objection head on.
An example of this would be to respond to a prospect that says they are not interested by asking what they are using today, how it is working, and how long they have been using it. This response does not comply to end the call and it does not give life and attention to the fact that they feel they are not interested. What it does do is redirect the call to keep the conversation going when the prospect was likely trying to end it. In addition, it also leads the call in a direction where the sales person can collect and share valuable information that can be used to qualify the prospect and build interest.
When evaluating the three main options for handling objections when cold calling, to redirect the objection may be the most effective and productive approach.
Source: Jake Atwood, President at Ovation Sales Group & BuzzBuilder Pro