At SalesScripter, we talk a lot about how to deal with sales objections. We give you a process for what to say and how to get around a number of different objections. But it is worth pointing out that the same process does not really work when you get an objection in an email.
The reason that the same rules do not apply here is tied to the principle that some things that are better to say in person than to write in a message. This logic comes into play if you are going to say something that might touch on a delicate issue as you can usually control a situation a little better in a live conversation than you can in a written exchange.
An Example of Speaking Versus Writing
For example, if you were a manager and you wanted to talk to an employee about their regular tardiness. Sure you can send something about that in an email. But they will not be able to hear your tone and can receive the message in a more negative way and can get very defensive and more negative than needed actually taking a step backward.
Since this might be a delicate topic, you could control the situation better by discussing it in person as you will be able to add tonality to the words you chose to use. In addition, a live conversation is quicker so the other person does not have time to mull over the message that you sent and create negative feelings.
If you deliver the same message in a live conversation, you are in a better position to control the situation and get the outcome that you want, all while minimizing the potential for negative reactions. This same logic can be used when dealing with delicate issues in personal relationships.
Applying to Sales Objections in Emails
These same factors carry over to sales objections in that trying to get around the objection is a delicate subject. Your prospect is trying to get rid of you and you are trying to prevent that. If you handle that the wrong way, you could upset and annoy the prospect whom you are trying to sell to.
Getting Around Sales Objections in Live Conversations
When you are in a live conversation with a prospect, you are in a much better position to try to get around the objection. For example, if a prospect says “I am not interested”, you can respond with one of your pre-qualifying questions:
Oh, I understand. And I want you to know I am not calling you to sign you up for anything as I don’t even know if you are a fit. But if I could ask you real quick, how concerned are you about decreasing your level of sales staff turnover?
This is a very easy and non-confrontational response that can be delivered when talking with someone and the most likely direction this will go is that they will answer the question and you will have then gotten around the sales objection.
Getting Around Sales Objections in Emails
Now let’s take that same example but we receive “I am not interested” in an email. What was a very easy and non-confrontational response in a live conversation cannot be used at all in the same way.
If you were to respond with the response mentioned or anything similar that requires the prospect to respond again, you will most likely upset the prospect and take a step backward in terms of rapport and progress toward your goal.
When they send the email with the objection, they want to be done with you. They also want to be done with you when they say that sales objection in a live conversation, but in that situation, you have a little more freedom to try to keep the conversation going.
What to do then?
Based on all of that, our suggestion is to not try to get around sales objections the same way when you are on email. Either comply with the objection and move on or call the prospect on the phone and move the conversation from email to a live conversation.
SalesScripter provides an objections map which is a sales tool that will help you to get around sales objections.