Whether you’re running a small business or working for a large conglomerate, you’re bound to receive sales objections when pitching to a potential customer.

Unlike big, established companies, small and medium enterprises don’t have a tried-and-tested script to follow when required to respond to these objections. Just like many business owners, you might have found yourself struggling to find the best answers only after encountering these hesitations first-hand.

In this article, we’ll share some common sales objections and how you can better prepare for them during the selling process.

“Your product/service is too expensive.”

When it comes to price objections, there are two reasons behind this:

1. Your client genuinely thinks what you’re pitching is too costly

2. Your client wants to haggle a lower price before committing

There is a way to tackle this objection, depending on which reason it may be.

If your customer thinks your product or service is priced higher than the industry average, the onus is on you to justify the price point.

Are you charging more because the quality of raw materials used to manufacture your product is higher?

Or perhaps you’re offering better customer service than substitute service providers?

Regardless of the reason, it will help to break the total cost into smaller amounts. Show your prospect how the final cost is derived.

And if your customer simply wants to negotiate a lower price, you can consider it if it doesn’t significantly affect your profit margin.

But what if lowering the price is not an option?

Then steer the conversation to your company’s unique selling proposition (also known as USP). By doing so, you are putting an emphasis on the product and service value than on the price itself.

“We’re already working with another vendor.”

Just because a company is working with another vendor does not mean that they plan to do so in the long run.

For all you know, your prospect may have had some problems or miscommunication with their existing vendor for some time. They may be considering you, but are still unsure about switching to another company.

Still, don’t be aggressive in pitching your product or service. Understand that companies are very busy and often unwilling to change the status quo. Give them more time to think it through.

It’ll help to occasionally reach out to them and tell them that you are always open to a partnership.

“We prefer working with bigger companies/vendors.”

Small business owners often struggle with this sale objection. And it seems difficult to continue the conversation when a company representative shuts your offer down without considering other factors.

Bigger companies are perceived as better because of their larger manpower and ability to afford more expensive resources. Rather than competing with them on the same grounds, emphasise on your how you can do the same job with a smaller team.

Who knows, you may even do it better than them.

Small businesses have small, lean teams. This is the competitive advantage you have over large companies in the industry because you have:

1. Less red tape and barriers that hinder quick decision-making

2. More flexibility to execute tasks required by your client

3. Chances to be personable, yet flexible in your job

Focus on building trust with your prospect by being honest and upfront about what you can or cannot do.

Sharing case studies to convince them of your business’ capabilities can also help convince your prospect that they need not limit their choices to bigger (and more expensive) vendors.

“Why pay you when I can do it for free?”

If you’re in the creative industry, you would have heard this phrase over and over again.

Designers get dismissed by prospects who tell them they already know how to use Photoshop, Illustrator and other design software.

Web developers are told that there are many DIY website builders in the market and that their services won’t be necessary.

Copywriters get emails telling them how anyone can write (even though copywriting doesn’t just entail writing).

If you receive such objections, start sharing what your prospects stand to gain by hiring you – the value of time.

While you are handling the creative process for them, they’ll will be able to focus on other things like sales and customer management.

By working with a creative or digital agency, they can significantly reduce their time and accompanying worries about something other than their core business operations.

Here’s what you can do – Content Marketing

By the time you receive these sales objections, it’ll be too late to convince your prospects on the spot.

That’s because your prospects would have formed an opinion about your company or industry over time.

To change these preconceived notions built over months and years will not be easy. Even if you manage to convince them, a potential customer is likely to turn you down. Nobody wants to be perceived as an indecisive decision maker by saying yes to you after a rejection.

Content marketing can help to address these objections by helping you gain their trust and giving them compelling reasons why they should engage your services.

The key is to consistently write and publish high-quality content that answers their objections. You can also fill your company blog with content to stimulate interest and engagement with your products and services.

The more you share valuable content with your prospects, the higher your chances of converting them into customers and repeat buyers.

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