The we aren’t making any changes objection is one of the most common sales objections you will face when cold calling. I actually put this on a list of the four most common sales objections that will come up. If you are simply prepared for this short list of objections, you will not only improve your cold calling results, but you will make cold calling easier because you will know what to do in these situations.
In this video, I explain how to respond to the we aren’t making any changes objection. And the great thing about this approach is that you can use it for all of the sales objections on this list.
Overcoming the Objection
When you hear the prospect say this objection, your natural instinct is to try to overcome the objection by saying something that makes them want to make a change. This might involve talking about the product or service you sell to try to make the prospect see why it would make sense for them to make a change.
And while that might sound like the most logical thing for you to do if you have a product to sell, the problem is that this will make you sound like a salesperson who is trying to sell something. When you do that, you will make the prospect more guarded and increase their feeling that they want to get rid of you.
Another problem with this approach is that it can be difficult and time-consuming to change the prospect’s mind. Yes, changing minds is part of selling, but during a cold call, you do not have the time and attention needed to properly share your case as to why the prospect should change.
The interesting thing here is that you, when you understand the sales process you are working through, you technically do not have to change the prospect to want to make a change because getting the prospect to purchase is not the next step in the sales process. The next step in the sales process is simply talking more and we can focus more on that with how we respond to the we aren’t making any changes objection.
Deflecting the Objection
Another option for responding to the we aren’t making any changes objection is to deflect the objection and first focus on trying to keep the conversation going. Instead of taking on the prospect’s position that they are not making any changes right now head-on, we can deflect back to different parts of our cold call script and back to the different things we want to talk about and ask.
You can do this by responding to the sales objection with a pain or current state question by saying something like.
I understand. I am not reaching out to sign you up or sell you anything today.
If I could ask you real quickHow do you feel about the amount of leads your reps are generating?
Do you feel like you are getting the most out of your reps?
How do you feel about the time it takes to get sales reps ramped up and producing?
After you respond to the we aren’t making any changes objection with a question, you can then follow up with another question or try to close the prospect on the next step in the sales process.