Founding Sales by Peter R Kazanjy

Author:Peter R Kazanjy [Kazanjy, Peter R]
Language: eng
Format: azw3
Publisher: Peter Kazanjy
Published: 2020-12-07T16:00:00+00:00

Solution-Specific Objections

We’ve looked at the major buckets of objections that show up regularly, regardless of the specifics of your solution. But that doesn’t mean those are the only ones you’ll run into. Undoubtedly, a number of objections that are specific to your market and your solution will pop up again and again. This is to be expected, and like the generic objections above, should be viewed as a positive—it’s a signal of an engaged prospect who’s actually thinking about how your solution could potentially impact her business. So you should be ready to knock those objections out of the park.

Because I don’t know what those specific objections will be for your solution, I’ll just talk to a generic framework for handling them, and then you can apply it as appropriate. Solution-specific objections will usually involve questions about whether this is actually a better way to solve the problem your solution addresses. So the best way to tackle those is using the same approach you did in your core narrative—with quantitative and qualitative proof—ideally documented in the form of a slide!

Say that you’re HIRABL, selling software to help catch missed contingency recruiting fees. A prospect might believe everything you’ve discussed, but might be concerned that even if you surface these backdoor hires to them, they won’t be able to collect on the fees that they’re owed. So how would you address this objection? Well, you might point out your clients’ aggregate collection rate to give them comfort. Or you might talk about how catching backdoor hires quickly, within a few weeks of the hire, makes collection many times more likely to happen because it’s still in the “whoops, that was an accident!” phase. Or you might talk about how your customer success staff has all sorts of tools to help broach those topics with clients, so the prospect need not worry about angering them. Or you might do a combination of all of the above!

As touched on in the section on sales decks, I recommend that if you hear an objection a couple of time, you might as well build a slide to address it and put it in the appendix of your deck. This has the benefit of making you look like you’re super prepared and expert in all things regarding your solution. It also acts as a handy little script so you can nail all the points you want to make when handling that objection. Beyond this, you should also just keep a running list of objections in a living document, like a Google Doc, so that you can refer to them as necessary. Moreover, when you start hiring reps to help you scale your efforts, all of those objections, and their associated responses, will already be ready for them!

If an objection gets to the point where it shows up very frequently, you can make the call to actually include it in the main part of your pitch and narrative. This can be a two-edged sword, because you’re now proactively bringing up a potential concern that the prospect may not have thought of on her own.

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