In today’s episode of The Sales Evangelist, our host Donald Kelly meets with Chris Beall to talk about the MOST important objection you’ll face as a seller and why sellers often can’t overcome it.
Who is Chris Beall?
Chris is the CEO of the software company ConnectAndSell and offers one INSANELY valuable tool to sellers: The ability to talk to as MANY people as you want at the push of a button. Throughout his career, however, he’s encountered one trend.
The Number One Objection Sellers Face:
- In the COUNTLESS sales reps that Chris has worked with, the most common objection they face, and the hardest to overcome, is a simple phrase. That phrase is “I’m all set.”.
What triggers this objection?
- Most people think that cold calls are mostly marketing. Marketing gets TOO involved within the process of the cold call, and going into a cold call with a marketing mindset is deadly.
- One of the most FREQUENTLY used tactics in marketing is establishing a niche. Define your niche or area of expertise and then do something to differentiate yourself from the competition.
- Although this is a useful avenue for marketing, it’s TERRIBLE during cold calls. The reason is simple: If you try to establish a category or niche during a cold call, you come off as condescending.
- Think about it: You’re effectively telling whoever you’re calling that THEY’RE incompetent and that YOU are better at whatever your specific niche is. Doing this within the first cold call, to a completely new buyer, is a surefire way to get the “we’re all set” objection. Why should the buyer go with your solution when they think their solution is already effective?
So, how should sellers overcome this objection?
- You have to RELIVE the fear of whoever you’re calling. Virtually ALL cold callers assume the person they’re calling is angry or annoyed with them. In reality, though, this person is scared. You’re someone they do not know, and we’re naturally afraid of the unknown.
- To overcome this natural fear, empathize with them. View the world through THEIR eyes. They see YOU as a problem. Acknowledge that, and then offer a solution to that problem. This begins to build TRUST between you and the person you’re calling.
If you want to learn more about Chris’s strategies, you can check out his podcast called Market Dominance Guys, or his company website at ConnectAndSell.com.
This episode is brought to you in part by Hubspot.
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