Framemaking Foundational, Ep. 20 - Handling Customer Objections

Objection handling. More often than not, customers aren’t “objecting” to a deal—or your solution—they’re just trying to figure things out. In that sense, "objections" are far better described as customer “concerns” or “questions.” This distinction is hugely important, but relatively well understood in today’s practice of effective B2B selling. What’s far less appreciated is the critical distinction between two very different categories of customer concerns that call for very different kinds of response. To be sure, some customer concerns undoubtedly center on specific supplier capabilities, but others have nothing to do with a specific supplier at all. They’re supplier agnostic. And addressing the latter with a response specifically designed for the former not only leaves a customer’s underlying concern unaddressed, but far worse does actual damage in that it clearly demonstrates a lack of connection or understanding. In fact, crazy enough, if you’ve ever heard the words “You’re just not listening” from a spouse or a loved one, you might be guilty of the exact same thing in a completely different context. What specifically is going on, and what exactly can we do about it? A least in sales? Here’s a practical, powerful answer from Framemaking… #framemakingsale #b2bsales #b2bmarketing