Objections in B2B sales, often part of the sales cycle. After all, you are not always speaking to the decision-maker and it is not always easy to align your offer with your prospects' long-term goals, strategies and budgets. And especially in B2B sales, objections are sometimes harder to rebut.
In this blog, I will tell you what the most common objections in sales are and how to counter these, sometimes false, objections.
B2B sales versus B2C sales
B2B sales, or business-to-business, focuses on offering products and services to other companies. This type of sales is distinguished from B2C sales not only by its target audience, but also by its greater complexity, involvement of multiple decision-makers, longer contracts and well-informed customers.
Business decisions are therefore often considered rational, but emotions and personal relationships also play a major role. Consequently, to be successful in B2B sales, it is essential to build trust and demonstrate expertise, as customers have often already done thorough research before contacting them. This highlights the importance of active listening during the sales call, identifying customer needs and the offering a tailor-made solution that not only provides immediate value, but also aligns with the customer's long-term ambitions.
Common objections in B2B sales and my tips
Objection 1: "You are too expensive."
In a B2B sale, customers focus mainly on the return on their investment. Potential customers and prospects spend a lot of time comparing your price with the value they believe they will get in return.
A price objection is probably the most common objection you will hear during a sales call. Such objections can be real or false. If they are false, it is often a way of camouflaging the real reason why the prospect does not want to work with you. So be alert.
Highlight the real value of your products, services and solutions. Use one or two rational arguments that will deliver concrete results to the customer. For example, if you can demonstrate with figures that the customer will realise cost savings or extra profit over time thanks to your product, service or solution, a price objection is often quickly refuted.
Solution: concretise the added value of your solution
If a customer asks for a discount, don't give in immediately. If you do, customers will soon have their next request for discount ready, because by agreeing immediately, it will seem as if even more is possible. Also, never give discounts without a quid pro quo, but only in case of larger orders or cash payment, for example. This way, your customer will have a direct return on their purchase.
In any case, stick to your quoted price. Customers like to try, and that is their every right, but they will appreciate you all the more for your steadfast and coherent attitude as a salesperson.
Objection 2: "I have to discuss it with ..."
In B2B sales, prospects sometimes say that they have yet to discuss the proposal with their colleagues or executives. You can actually avoid this already by asking during the needs analysis who is involved in the buying process. Very often in B2B, there are multiple stakeholders who decide together.
Solution: request access to stakeholders
You can remove this objection from the customer by asking to what extent your contact himself is convinced by your proposal and arguments. If the answer is positive, then you already know it is not a false objection. You can then ask for access to these stakeholder(s), for example by asking whether you can speak to them and whether it could be an added value if you attended the next work meeting.
Objection 3: "It's not a priority for us."
Sometimes there is indeed interest in your offer, but other projects enjoy priority. A good way to deal with this objection during the sales call is to express it yourself first, before you start arguing.
Solution: change perspective
For example, you might say: "Our prospects sometimes say that our solutions are not the biggest priority for their business. Those who did make it a priority tell us that they are very happy they took that step. They saved ...% on costs and got immediate returns from the partnership."
Of course, your product may be seasonal and therefore not the ideal time to open your solution. In that case, ensure a good follow-up and keep the contact with this prospect warm. At each follow-up, you then not only ask about the status of your proposal, but also ask some targeted open questions to deepen the relationship. Keep following up until a final decision has been made.
B2B sales tips and techniques tailored to your business
Do you recognise the above objections or do you keep hearing different ones? Reachers helps you counter prospect objections and get the most out of every conversation through sales training and coaching sessions. Take contact on for a no-obligation introduction.
