Buyers don't have objections, they have questions
Objection is a funny word as it’s applied to sales.
The trouble with using the word “objection” is that it doesn’t accurately portray the buyer’s point of view.
And it shapes how sellers respond to them.
Saying that the buyer has an “objection” implies that the buyer somehow feels greater emotion about your pricing, features, product color, packaging, on-boarding, etc. than actually they do.
Does the buyer object to your price? No. Not really.
Does the buyer have an objection to your system features? No. Not really.
Sales isn't a courtroom drama where the defense attorney leaps to her feet and yells “Your Honor, I object!”
Your buyer doesn't care enough to object.
Remember, the buyer is just trying to solve a problem and achieve a business outcome.
They have a lot of options. And, at the end of the day, they don’t really care whether they buy from you or a competitor.
However, they can’t make that purchase decision if they don’t understand how the product or service they are evaluating will help them achieve their desired outcomes.
So, here’s the thing to keep in mind.
A buyer's "objection" is not a protest.
It’s simply a question.
An objection is an effort on the part of the buyer to seek clarification and achieve a deeper understanding regarding some aspect of your offer.
They don’t object to your price. They just don’t understand it (in the context of the financial decision they have to make and the outcomes they need to achieve.)
They don't object to your features. They just don't understand them (in the context of the technical and business decisions they have to make.)
That being said, there is one thing that your buyers do object to.
They object to being pressured to make a decision about something they don’t completely understand.
So, rather than get defensive or nervous when your buyer raises an “objection” ask yourself the following: “What’s the real question they are trying to answer?"
An objection is your cue to dig deeper to determine exactly where the gaps are in their understanding of any aspect of your offer. And clarify the help they need from you to fill them.
One outcome of your additional questioning at this point in the process may be that once you’ve clarified things for the buyer, and answered their "objection," you determine that actually they aren't a fit for your solution.
That’s ok. In that instance, the buyer's objection served the purpose of showing you that you shouldn't invest your limited time and attention in them. Disqualify them and move on.
Not everyone is a fit for you. Go find and talk to someone who is.