White Paper: Is This the Salesperson’s Weakest Skill?
Is This the Salesperson’s Weakest Skill?
Sales Training Fails to Teach the Vital Skill of Handling Objections
If you visualize the overall skill set of salespeople as a chain that connects sellers to buyers, one of the weakest links in that chain is the ability to handle objections.
Our latest research shows that 64% of salespeople fail to close. This is up from 62% in previous studies. Since 64% fail to ask for commitment (a much better term than “close,” for reasons I’ve explained elsewhere), logic dictates that the percentage of salespeople who can’t handle objections must be even higher—because you won’t even hear a customer’s objection unless you ask for the business. As a matter of fact, our data shows that more than 90% of salespeople are ineffective at uncovering and then resolving objections. This is a BIG problem! Since objections are present in most selling situations, it’s no wonder so many salespeople aren’t hitting quota.
When we take a deeper look at the problem, again based on The Sales Board’s research, it becomes clear why such a large percentage of salespeople fail to deal skillfully with objections, despite the huge sums spent on sales training: The objection-handling techniques taught by most sales training companies are extremely flawed. And, I’m talking about well-known training outfits, those that share the Top 20 with The Sales Board. In this white paper, I’ll give you a number of reasons why sales training companies fail to teach effective methods for dealing with objections. And, I’ll describe in detail what research demonstrates is the only right way to improve your sales team’s effectiveness at the vital skill of handling objections.