The connection between well-qualified prospects and buyer objections may not seem overly obvious, but a closer look clearly shows the two are related. When you put great time and effort into reaching your marketplace and preparing thorough profiles of your ideal customers, you can minimize the number and strength of objections you hear from your typical prospect.
The following is a deeper investigation of the relationship between qualified prospects and objections, with strategies and insights on how to leverage qualification steps to streamline your sales.
To reduce objections, you need to dig deeper than the usual demographic, geographic, firmographic, and behavioral traits that contribute to your buyer personas. Depth in these areas is crucial, but you also want to paint a picture of the types of concerns, emotions, and motives that control the behaviors your prospects exhibit when they enter the awareness stage of their journey and begin to look for information and options.
Key Factors to Note
Picking up on your prospect’s attitude toward a few key qualification criteria can have an especially strong influence on potential objections. Consider your prospect’s progression through the buying process before you engage him or her through sales efforts. Much of the typical buyer journey takes place through online investigation prior to contact. An initial survey or contact through your website or email may allow you to flesh out key interests and concerns prior to the first conversation.
The sense of urgency is vital as well. The more urgency your prospect feels to address a problem that is affecting quality of life or financial interests for a business, the more diligently that person is in researching and answering key questions in advance.
More on Buyer Objections
By knowing more about your prospects and attempting conversations with the right ones, you naturally reduce time spent dealing with concerns about need, product, source, timing, and price. Your ideal customer often evaluates some of these items in advance through your website and other content. Relevant blog posts and videos allow your prospects to research their problem and consider options in a low-pressure communication format.
You will still face potential questions and objections, but they will relate more to the specific aspects of the benefits of your solution and not about concerns about a need for the type of solution you offer. This type of concern is the first step in moving toward a sale, and eliminating the face-to-face time requirement makes things more efficient for you and the buyer.
Building the most in-depth profile of your prospect, including their emotional interests, helps you target the right people and address surface-level concerns before initial contact is even made. The more genuine your target prospects’ needs are for your solution, the less time-consuming obstacles there are to overcome during the selling process.
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