6 Secrets To Overcoming Objections When Selling IT

By Barb Paluszkiewicz, CDN Technologies Inc.

We are living in the golden age of technology with an abundance of opportunities for everyone. Still, when selling, it’s normal and natural for a buyer to present an objection.

Objections have a purpose. An objection may simply be a defense mechanism to avoid making a decision. An objection may be a buyer’s way of saying that they do not have enough information to make a decision. An objection may be the buyer’s way of saying that they need help linking the benefits of the products and services to their specific needs. Regardless of the reason for the objection, an objection is an opportunity for the sales professional to complete the sale.

If a buyer says “no” and walks away or ghosts you, then there is little probability that the sale will take place. But… if the buyer shares a legitimate objection, they are providing an opportunity for you – the salesperson -to overcome the objection and move forward with the sale.

Regardless of the objection — it costs too much, let me think about it, I need to talk it over with my partner, I just need a few more quotes, that’s more than I need — the ability to handle objections proves critical in generating revenue for your business. Mary Kay famously said, “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important’.”

It is important that we understand what the buyer is saying when they object. As a sales professional, it is our responsibility to deal with an objection in a way that makes the buyer feel comfortable and confident when making their choice.

The secret to overcoming objections is to be ready for them and have a plan.

1. Acknowledge

Accept and acknowledge a buyer's objection, use phrases like “I understand” or “I see” because it reduces their natural defense mechanisms and makes it easier to establish a connection with them in a positive manner so you can discuss the concern.

2. Isolate

You have to understand all things that are irritating the buyer and preventing them from buying. All objections have to be out in the open. Sometimes the buyer is confused or overwhelmed or just has a hard time expressing themselves. The sales professional should only deal with one objection at a time. Isolating each reason that prevents the sale allows you to identify and deal with each objection individually.

3. Clarify

Never assume. Many times sales professionals can get themselves into trouble because they assume they know what the buyer is thinking or saying. The best thing to do is to ask a question to clarify the objection. For example, “If I understand you correctly, what you are asking is do I need to upgrade to Windows 10 even if I have antivirus and a firewall?” Sometimes the buyer might not understand technology but are aware of the need.

4. Restate

When you restate the objection back to the buyer you address the emotional concerns of the buyer. For example, if the buyer says, “It costs too much” you want to restate their concern so that you are talking about value and not about price. You could restate their concern by asking, “If I understand you correctly, what you are worried about is whether you are getting value for your money, Is that right? The buyer may be experiencing guilt about spending money or the buyer might not have the money to spend. Either way as a sales professional it is important that the customer feels understood.

5. Respond

Direct questions from a buyer get direct answers. The one thing that I’ve learned about being in IT for over 2 0 years, is that there are no shortages when it comes to stories. It’s always great when you can share a story, provide testimonials and showcase success to support your response.

6. Confirm

As a sales professional, you want to make sure that you and the buyer are on the same page. To confirm that you and the buyer agree, and each objection has been resolved, you have to make sure that the buyer has understood your responses. My personal favorite is “Does this make sense?”

Selling is the world’s highest-paid profession, if we’re good at it and if we know how to overcome an objection. It is a conscious effort to remember that an objection is not the same as saying no. It’s the way a buyer asks for more information or shares that they are nervous about committing to a partnership with you and needs a little help.

Overcoming objections is probably the most frustrating part for the techie turned business owner. If anyone is getting frustrated selling IT services and just wants to focus on tech, please reach out to us at CDN Technologies. Our growth strategy is through acquisitions and we can assist with all the headaches and issues of overcoming objections and you can focus on what you enjoy doing the most.

About The Author

Barbara Paluszkiewicz, CDN Technologies CEO, is the author of IT Scams: How To Avoid Being Ripped Off and host of the podcast KNOW Tech Talk. She is a frequent expert guest on ABC, NBC, CBS, City TV & FOX TV News & Talk shows.