Expert Advice: How to Overcome Sales Objections (6 Common Types)

How do you turn a sales objection into an opportunity?

As a freelance marketing consultant, you need to learn to overcome sales objections. You’re likely to encounter objections from potential clients quite often.

However, it’s important not to see this as a negative thing. Instead, this is an opportunity to engage in some great dialogue and show them why your consulting service is the best choice.

There are several ways to overcome sales objections. But one of the best ways is to turn it into a win-win situation for both parties.

You can do this by presenting thoughtful, compelling arguments that will lead them toward purchasing your consulting services. The first step is to understand the objection that’s been raised.

Once you know the sales objection, you can develop ways to address it.

How to overcome sales objections

There are several common objections that you may encounter as a freelance marketing consultant. Here are some tips on how to respond to them:

Budget Objection: If your potential client tells you they don’t have the budget for what you offered, break your services into smaller, more manageable parts. When you have smaller parts, the budget objection is easier to overcome. 

Next, present a range of options and price ranges. For example, you could offer three different consulting packages with varying price points and service levels. But with each package, show how the value you’ll create exceeds the price of your consulting services.

Pricing Objection: “You’re too expensive.” Pricing is one of the most common objections that freelance marketing consultants face. Sure, price is always a concern for clients, but it’s not always an objection. Clients often bring up the price issue to see if they can get a better deal.

It’s your job to show them your price is fair and that the investment is worth it.

Also, it’s important to remember that price is not always the most important factor for potential clients. There are many other factors they are considering when analyzing your price.

For example, your clients could be thinking about the perceived quality of service, your reputation, and so on.

First, you need to ask questions to determine if it’s genuinely a pricing objection. Or, if there’s an underlying problem such as your client doesn’t trust your expertise. If it is a pricing objection, then follow the advice provided from the budgeting objection.

Consider offering several packages with varying price points. And communicate the value you’ll provide to the client.

However, if the objection is based on lack of trust, not seeing the value of your services, or something else, you need to address those objections first.

Too busy objection: When working with executives, you’ll sometimes hear, “we’re too busy to consider your services at this time.” If you reframe this statement, you’ll see that it’s more of an opportunity than an objection.

Overcome this objection by showing them how your consulting services will free up the time they need to focus on other areas of their business.

Plus, show them how your services will improve their efficiency, allowing them to produce more in the same amount of time. You may even help them develop better workflows or procedures that increase productivity.

We’re not ready to buy objection: When you hear the “we’re not ready” objection, in most cases, they mean “I’m not ready.” They may be unsure how you can help or see you as a potential threat. Yes, often you’ll find that the decision-maker sees you as a threat to their job.

They are worried you might make them look bad because you can solve a challenge they couldn’t. Or that you are there to replace them potentially.

Let’s be honest. It’s an understandable perspective. Whether intentional or unintentional, consultants sometimes make decision-makers not look great. The decision-maker could have been unsuccessfully working on a challenge for 3-months before their boss told them to hire a consultant.

Plus, there are plenty of times when a consultant was hired and then replaced the decision-maker.

If this is the case, it’s a tough objection. However, the best way to overcome it is to build trust. You need to demonstrate how your consulting services will improve their business. And explain how you’ll work hand-in-hand to make the decision-maker look good.

You can also highlight the potential risks of not working with you and how those risks can impact their business.

Not sure what they need objection: This is another common objection that freelance marketing consultants face, mainly when dealing with executives. You can overcome this sales objection by showing them how your services will help them solve a specific problem or achieve a particular goal.

In addition, point out the benefits of working with a freelance marketing consultant, such as the flexibility to work with a wide range of clients.

Send us more information objection: This objection is a little trickier because it can be genuine. However, sometimes clients need more information before they can make a decision. Other times, this objection is a stall tactic.

If the objection is genuine, you need to gather more details from the client. Have your prospective client outline specific examples and information on what they need.

However, if you feel this is a stall tactic, consider providing them with a “working” proposal. Outline your services, the benefits you’ll provide, and the associated costs.

Include a time limit for the client to decide or offer a discount if they choose within a specific time.

Don’t be a jerk or come off too pushy. Instead, explain that you are excited to work with them but actively seeking other clients. Knowing this could help them see the value of your services and make a decision faster.

I’m happy where I am now: Many prospects are satisfied with the status quo. Or they don’t realize where they are now…it sucks. You can overcome this objection by emphasizing how your services can help them take their business to the next level.

You can also discuss the risks of not changing and show them benchmarking data from their peers and competitors.

Bonus tip to overcome sales objections

Turn The Tables And Ask Your Prospective Client What They Would Like From You As A Consultant.

This approach is known as ‘reverse selling.’ It can be effective because it puts the ball in your client’s court. Rather, you trying to convince them that your services are good, they’re coming up with reasons why you might be the right fit.

Not only does this help to build trust, but it can also help you gather more information about what they’re hoping to achieve. This process can give you valuable insights that you can use when pitching your services.

Over to you

Learning to overcome sales objections is a critical skill for all freelance marketing consultants. Most sales objections are similar, but each has subtle differences. It’s essential to recognize the type of objection you’re facing so you can structure your argument accordingly.

If all else fails, consider turning the tables. Ask your prospective client what value they’d like to gain from you as a consultant.

Either way, every sales objection is an opportunity for you to build a relationship with your prospective client. And show them the value of your services.

Stewart Swayze
Stewart Swayze
Stewart Swayze is the Founder and Chief Editor of The Weekly Consult. He's a B2B Marketing Consultant that supports large companies and private equity firms. He conducts market research, collects VOC, and creates go-to-market strategies. Stewart also conducts commercial due diligence projects for private equity firms. He's lived, traveled, and worked all over the world. In his spare time, he enjoys trail running, walking his dog, dinners with his family, and woodworking.

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