How to Conquer Any Sales Objection in 5 Simple Steps Using “the 5 Rs” Framework
Frustrating, isn’t it?
You take a sales call with a prospect who seems like the perfect fit for your business.
You take the time to learn as much as you can about this person and their needs and goals. You ask thoughtful questions, give insightful advice, and patiently describe how exactly your solution will help…
…but instead of a resounding yes, your prospect responds with an objection.
It could be money worries, lack of time, fear of failure, or a thinly veiled excuse to get off the call — doesn’t matter. What matters is: suddenly, a sale that you thought was a sure thing hangs in the balance!
What do you do? What can you do?
That’s what I want to talk about today. Sales objections may be annoying and ubiquitous… but they are not insurmountable. Far from it! And in this article, I’m going to show you how to overcome them.
Read on, and you will learn a simple 5-step process that I like to call “the 5 Rs.” It will help you counter any sales objection with confidence and integrity, no matter what it is.
Note: This process was developed specifically for sales calls and in-person conversations — but it works on sales copy as well. With some tweaks, you can use the 5 Rs to tighten up your sales pages, video scripts, emails — anything! All you need is some insight into your prospects’ thought process, so you can anticipate their concerns with your copy.
Well, without further ado, let’s dive in!
Step 1. Reassure the prospect
Here’s the biggest mistake entrepreneurs make when dealing with sales objections…
They rush to counter it immediately. I guess the thinking goes: the more quickly and confidently you can respond to an objection, the better! Right?
Sadly, it doesn’t work that way. To a prospect, your confident, didn’t-miss-a-beat rebuttal is a sure sign that you’re not listening to them. Hint: that’s not an impression you want to be making!
Your prospect doesn’t want to hear ironclad arguments in favor of your offer. Not immediately, anyway. Nothing you can say will sink in while their guard is up.
So before you offer a counter-argument, you want to make your prospect feel seen, heard, and understood.
How? Easy: acknowledge the objection as valid!
What to say/write:
Start with a simple “I understand completely.” Then, try to relate to them and mirror their concern. For example, when they raise a price objection, follow it up with: “It is a significant investment — and I wouldn’t want you to commit to it unless you’re 100% sure it’s the right decision for you.”
A little bit of empathy goes a long, looong way here! In just a couple of sentences, you’ve shown your prospect that:
- You’ve thought things through from their perspective
- You have their best interests at heart
- You won’t pressure them into a decision
On to Step Two!
Step 2. Reframe the objection in a new context
OK, so you’ve acknowledged the prospect’s objection as real and valid. What now? In their mind, this is still a huge barrier that they need to overcome before they can accept your offer!
Well, there are two ways you can make that barrier seem less scary:
- Steer your prospect away from what they have to lose… and towards what they have to gain! Help them think in terms of potential value rather than risks.
- Compare and contrast it with other, even more daunting barriers! Show your potential customer that this path is actually the most viable one for them.
If you can accomplish one or both of these things in a sales conversation (written or spoken, doesn’t matter), your prospect will see their objection in a whole new context. And instead of an insurmountable difficulty, it will become a no-brainer!
What to say/write:
Okay, so let’s go back to our price resistance example from before. How do you reframe the price so that your prospect feels more comfortable with it? Well, you can…
- Talk about the possible ROI, framing it as an investment — not an expense.
- Break down some alternative solutions and how much more they would cost your prospect in terms of money and time.
- Make them realize that doing nothing will be the costliest mistake of all.
For example, with Option #1, you could start by saying, “Take a moment and think about how would this investment impact you — what would it mean to you to have [#1 benefit of your offer]?”
And then do your thing and lay it on them!
Step 3. Reverse the potential risk
OK, you’ve acknowledged your prospect’s objection and put it into a different, less scary context. Great job!
But even now, they know that some risk still remains — just as with any buying decision. You want to show your potential customer what exactly you’re willing to do to protect their interests, and make said decision less risky… or ideally, risk-free.
Ask yourself: what kind of risk-reversal mechanisms can you apply to your offer that might put your prospect’s mind at ease?
For example, if we stick with the price objection example from earlier, there could be two potential fears driving it: plain old “sticker shock,” a fear of making a bad investment, or both.
You can solve these by:
- Putting forward a guarantee of some kind — money back, results guarantee etc.
- Offering a more flexible payment option to chunk down the investment.
What to say/write:
Once again, it’s all about showing your prospect that you’re on their team. Keep it simple — circle back to their original concern, let them know you’ve thought about it, and then transition into risk reversal.
“I want you to make the most of [Product/Service] without price being a barrier. So if you prefer, you can make your investment in 6 monthly installments of $XXX each.”
Step 4. Remind them about what they want, and why
As you’re gearing up for the final ask (Step Five), you want your prospect to feel emotionally connected and invested in the big promise of your offer.
That means, you have to take everything you know about their goals, desires, and needs… and “mirror” it back to them. Remind your prospect why they are here having this conversation, or reading your sales copy, in the first place.
They want change. Transformation. Results. And your product or service is the #1 solution that can get them where they want to go.
What to say/write:
If you’re on a sales call, then the easiest way to circle back to your prospect’s goals is like so:
“Earlier on, you shared with me that you want [repeat what they told you about their goals / dreams etc.]” Use what you’ve learned about your prospect to get them pumped about taking the leap and buying from you!
As for sales copy, you can tackle this step in many different ways. Here are my two favorites…
- Describe the best-case scenario to them. “Paint the dream” in which your product or service has made a massive positive impact on their life. For example, you could ask your prospect to imagine themselves in the future, and what it would look like if they said yes right now.
- Do the opposite of #1 and “twist the knife.” Describe how their unsolved problem is affecting their life right now, and how bad they want (need!) things to be different. Create a sense of urgency, of standing on the precipice of a momentous decision.
Step 5. Repeat your offer
Finally, this is the part where you bring it home and put your offer in front of the prospect one more time. You’ve done all the heavy lifting on handling their objection — it’s time to get a yes or no answer!
Now, this is a relatively straightforward step… but I still want to give you a few guidelines to help you ace it. Here they are:
- Don’t put any additional pressure on the prospect. Make it clear that it’s their decision, and you can’t and won’t push them into a yes.
- If using sales copy, keep your call to action as clear and specific as possible.
- Reference the prospect’s goals one more time to keep them in touch with what they want.
What to say/write:
Once again, keep it simple. You’re going into this from Step Four, which was all about your prospect’s goals / dreams etc. — so it makes sense to do this:
“If you want to make these results happen, then [Product/Service] will help.
I am / We are happy to support you in [reference the #1 outcome they want]. But you should only move forward if you truly believe that this is right for you.
What do you say?”
Note: in written sales copy, follow up that last line with a detailed description of what you want your prospect to do — e.g. click the button below, fill out an application, etc.
Want to flood your sales funnel with eager prospects? Here’s how
Countering sales objections is a crucial skill to have, and I hope the 5-step process you’ve learned today will serve you well.
But attracting prospects into your orbit and getting them into a sales conversation can be even more challenging. That’s why you need a high-converting asset that communicates the value of your business and offer, and compels prospects to respond — immediately! — with the 3 all-important words…
“Tell me more.”
That’s where your Elevator Pitch comes in. It’s a single, memorable statement about your business that you can deliver in 30 seconds or less.
I know what you’re thinking, “There’s no way I can hook people on my business in 30 seconds!” I disagree. My team has already helped dozens of businesses formulate an irresistible Elevator Pitch — and we want to create one for you, too.
All you need is to hop on a 15-minute consultation with one of our expert copywriters here at The Draw Shop. They will help you define the problem you solve, how you solve it, and the life-changing results your customers will see from working with you.
Then we’ll transform your input into a unique Elevator Pitch for your brand — a powerful 30-second statement scientifically designed to stand out, delight, persuade… and convert.
And we’ll top it off with a one-page, one-of-a-king infographic that makes your pitch into an engaging visual story! That’s going to be a valuable marketing asset in its own right — you can use it to…
- Share it with your team
- Feature it on your website
- Use it in your email signature
- Put it on the back of your business card
- Spread it on social media