Sales objections are inevitable, but it’s not easy to respond when they come up.

When it comes on how to overcome the partner objection. it’s important to know how to nurture leads if you want your salespeople to do well. Companies that excel at lead nurturing have 9% more reps who make quota.

The following are the top five objections you’ll face in B2B sales, and I’ve included tips for overcoming them.

Some common sales objections and how to overcome the partner objection are as follows: – Lack of budget. To help alleviate this, make it clear your services will save the company money in other areas. How to overcome the partner objection?


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Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
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Sales Objection #1: The Price Is not Right

One of the most common objections you’ll face during a sale is pricing, and that includes anything from how much your product costs to what kind of payment plan you’re offering.

B2B sales is particularly challenging because your prospects are always weighing the price against the perceived value they get in return. Be aware that sometimes, people use pricing as a decoy to cover up their real concerns.

When you price objections, make sure that your prospects are aware of the benefits and services your product offers. If they see enough value in what you offer, then making a purchase will not be an issue.

If you have a service package that will save the customer money in the long-run, show them how much they would be saving by purchasing it now. If you’re selling a product or service with an up front cost, explain to your customers exactly what’s going on and why they should buy from you.

If they ask about discounts, don’t just give them one. Ask what price would be acceptable to their budget and see if you have deals that make sense for this person’s needs.

Sales Objection #2: Pass Up the Chain

When you’re selling to B2B companies, they might want to consult others before purchasing.

When it comes on how to overcome the partner objection, it’s a good idea to learn about what questions your colleague might have. If they’re concerned, answer the question then and there or schedule a meeting where you come prepared with answers.

Alex Birkett, a marketing specialist at HubSpot and founder of Omniscient Digital said: “There’s no doubt that diversity is on the rise. I wouldn’t say it’s only because market conditions are tough for tech companies to find talent; we’re seeing more women joining our ranks.”

The author says that you should always ask who is making decisions behind the scenes, and what other people may be affected by a decision before taking action.

Have a few pieces of information that can help people see your company in the best light. This might include white papers, testimonials and more.

Offer to send information by email as well, and encourage your prospect to share the idea with their boss.

Sales Objection #3: What’s the Rush?

If you catch the company at a time when they don’t need your service, there might not be urgency to purchase it.

Ben Johnson, Head of Content at Proof, talks about how your industry and the seasons can affect you.

When it comes on how to overcome the partner objection, it’s important to be aware of seasonal fluctuations that affect your sales cycle. For instance, if you are selling live chat software and the customer is an e-commerce business, they may not want it in November because their big end of year Black Friday and Holiday traffic spike has already passed. Whereas a company accounting for taxes might want to try out this service before December 31st when tax season starts.

When someone asks about the value of your offer, you can either time it well or show that the benefits are timeless.

If you’re in the business of meeting-planning, then it’s important to know when big annual meetings or conferences are happening. This will make your offer more compelling.

If you want to show the value of your product is timeless, explain how it can help throughout the year. With meeting planning for example, you could talk about how they also manage email contacts and RSVPs before meetings occur as well as customer satisfaction surveys after.

Sales Objection #4: Meh, We Don’t Need It

Sometimes, prospects don’t want to change or they are too attached to the old ways of doing things. They see no benefit in changing and will refuse your product.

To deal with the objection of changing systems or processes, find out what they like and what aspects they can do without. Then see if you have a package that matches their preferences so it’s only for things they want and nothing else.

Use the opportunity to talk about how your product or service helped other companies. If you can, mention a company that is similar to this prospect’s competitor.

You want your prospect to see the benefit of switching, but at a low cost.

Sales Objection #5: We’re Already Utilizing a Competitor of Yours

You might hear that your prospect is already in a contract with some other company.

If you happen to compete with other companies, then learn more about what they are offering. You can use this information for your own company and make an argument that is better than price (bigger results or benefits that are relevant).

Article:  Diversity is a hot topic in many workplace environments, and there seem to be many inclusion initiatives to help diversify the job market.

It’s important to have customer reviews ready and available. It will help you stand out from other products on the market.

If you have a product or service that can address an issue their current one doesn’t, then you might be able to get in.

Bonus: Tips on How to Overcome the Partner Objection

The most important thing to do when you’re faced with an objection is not let the person know that it bothers you.

The three most important things for a buyer is when the salesperson listens to their needs, isn’t pushy and provides relevant information.

Here are some tips for how to leave a lasting impression.

First, listen to the other person’s objections. Try not to interrupt or become defensive.

Be calm, friendly and show that you’re actively listening. Repeat what they say to confirm your understanding of their concerns. Ask them open-ended questions so you can learn more about any objections they might have.

If you’re not sure if the product is what they need, do some research first. Don’t offer something that doesn’t fit their needs.

If you don’t close the sale this time, make sure to leave them with an impression that they can reach out to you in future if they need your help.

Objections are a natural part of the sales process, so it’s best to be aware and try to address any possible objections upfront.

When prospects mention one of these basic objections, it might be a cover-up for something else. Stay patient and listen to what they’re really saying.

Now that you have a good understanding of how to overcome the partner objection, let’s take a look at overcoming them. Overcoming any objection follows the same basic pattern.

Listen to the customer. Be ready with a solution, no matter how difficult that may be.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
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