How to Overcome Sales Objections

Sam Taggart here – The force behind D2D Experts and your partner in all things sales.

With 17 years in the sales trenches, I’ve transformed the craft into a pathway to success. From my early days of selling as an 11-year-old to leading a 100-man sales team, I’ve always been passionate about direct sales.

Today, alongside Russ Smoot – a door to door sales veteran of 10 years, we’re diving deep into:

1. The Art of Overcoming Sales Objections: Understanding the psychology behind objections and how to navigate them the fastest way possible.
2. Quick Wins in Sales: Techniques to swiftly move past objections and keep the sales conversation flowing.
3. The Power of Persistence: How showing resilience in the face of objections can be a game-changer.
4. The D2D Approach: How to effectively use the door-to-door strategy to win over customers, even when faced with resistance.

Check out the podcast below, or if you prefer reading, keep scrolling for a detailed overview of some of the best strategies for overcoming sales objections and achieving objection mastery.

Let’s go FULL SEND!

Key Highlights

1- Ignore

The first approach I recommend is the “Ignore” strategy. Imagine a situation where a customer isn’t sure about a product or service. Instead of getting sidetracked, continue the conversation as if the objection was never raised.

For instance, when faced with hesitation, highlight that the trucks are already in the area and ready to do the job. This method subtly steers the conversation to the main topic, keeping the sales pitch on track.

2- Downplay

The idea with the “Downplay” method is to minimize the objection and make it seem like a minor concern.

If a customer mentions they’re not interested, reassure them that it’s not a big deal and then explain how a technician would come in to handle the specifics. Downplaying the objection helps convey confidence and reassures the customer that their concerns are manageable.

3- Play Confused

If a prospect shows little interest in the product or service, play confused instead of directly addressing the objection.

Act with genuine surprise. Doing so can subtly shift the dynamic, making the customer question their objection. Phrases like “That’s a first for me” or “I’ve never had that before” can be powerful tools for this strategy.

The goal is not to belittle the customer but to convey genuine bafflement. This can make the customer feel that their objection is out of the ordinary, prompting them to reconsider. Use your body language and tone to express confusion and make the customer re-evaluate their stance.

Sales is all about understanding human psychology and using it to navigate potential objections. With the “Intentionally Confused” method, a simple shift in perspective can transform challenges into opportunities.

4- Brush It Off

Sometimes, the best move is to brush off an objection and keep moving forward simply.

Think of a situation where a customer is hesitating due to financial constraints. Instead of focusing on the objection, use a light touch. For instance, if a customer says they can’t afford a particular service, acknowledge it briefly and swiftly redirect the conversation to another aspect of the deal.

The key is to keep the momentum going without getting bogged down.

This “brush it off” approach is all about maintaining the flow of the conversation and conveying confidence in the value of what you’re offering. It’s like saying, “I understand your concern, but let’s focus on the bigger picture.”

It’s important to note that this method isn’t a one-size-fits-all solution.

Presenting How to Overcome a Sales Objection

Let’s use an alarming example. So, what we’re going to do is we’re gonna put a sensor on all your doors. So, like, how many extra doors do you have?

Russ- Uh, three.

Sam- Three. Okay? So, anyway, front back garage, I’m assuming?

Russ- mm-hmm. so gimme an objection. But I, I don’t know that we really need those sensors. I mean, we feel pretty secure.

Sam- Yeah? So, we’re gonna do all the exterior, like that’s like the main place we do it. Um, the windows, like how many windows do you guys have?

Russ- I don’t know. We would have to count them.

Sam- Like, just on the main level family room. How many windows?

Russ- Um, Eight?

Sam- Eight? Okay. So, we’ll do all the eight. Okay.

Now, see how I ignored it? I just was like, boom, move on. So now keep going. Gimme another objection.

Russ- Yeah. But I mean, truth is, like I said, I don’t, think we really need this. It’s not an expense I want to deal with.

Sam- Yeah. That’s totally fine. Just so you know, kind of what we you do is we, we take care of the cost of the equipment and things like that. Um, we’ve done like, do you know Timmy down the street? He’s the guy with the brown truck, kind of the darker brown.

Russ- Yeah. I think I know Timmy.

Sam- You know, Tim. So, what we did for Timmy… and I just brushed it off. Do you see how I kind of was like, boom, you said something that’s like I moved on. Um, or so now he gives me an another objection. Let’s say keep going.

Russ- Yeah. I mean, honestly, I’d need to talk with my wife. Just kinda see what she wants to do.

Sam- Oh, for sure. You know what I mean? It’s not like we’re not buying a car or anything like that. This isn’t a new house. You know what I mean? I’m talking about like couple bucks a month, dude. Yeah. Um, so anyway, what we’ve done with everybody else is, and now I just downplayed it. I’m like, dude, we’re not buying a house. It’s like, dude, we’re not getting married. Not yeah. Not a big deal. So gimme another objection.

Russ- Um, honestly, it’s just, I think we wanna just think about it. Um, maybe we can give you a call. Do you have a card?

Sam- Um, yeah. Let’s yeah. Let’s think about it. You know what I mean? Like let’s do that. Is there a place where we can sit down real quick? So, I play kind of this I’m I’m almost intentionally like, huh? Like for sure. I wanna be thinking about it for sure. Um, anyway, so what we’re gonna do, and with confidence, I come back and he’s now stunned. He’s kinda like, what do I do in this situation? Shoot. I didn’t get rid of, yeah, I did it work. And so, you know, there’s these stunning techniques and, and with practice, they’ll come out because if you’re you’re like, Hmm, which of the four should I use right now? You missed it. You took too long. You have a millisecond of a way to response and through practice and watching our training videos and, and studying and role playing a, you get really good at this, right? Yeah. Create a habit, make it happen. So love to help out with some more videos.

In the end, mastering objections is about understanding your customer, reading the situation, and choosing the right strategy for the moment. And sometimes, that strategy can be as simple as brushing it off and moving on.

Mix and match these four examples and just move forward through objections.

Enjoyed the piece? Well, there’s more where that came from.

Explore Sam Taggarts’ experience-backed content on:

Overcoming smokescreen objections

Overcoming objections when selling roofing

Overcoming objections when selling alarm systems and security

Overcoming objections when selling solar systems

Overcoming objections when selling pest control services

No matter where you are on your sales journey, D2D Experts’ content is here to help you take your sales game to new heights.