Imagine being halfway through a demo when your prospect stops you dead in your tracks with an objection that seems impossible to get past. What do you do? The first thing is to remember not to lose your cool or to give up. Prospects bring up objections or hurdles to closing sales all of the time. It’s your job to pivot and show how you can overcome them, keep the conversation going, and achieve the desired result.

Here’s how to overcome three of the biggest objections you’re likely to encounter.

It’s too expensive

If your prospect balks at your pricing, it’s probably because there’s an issue with your positioning. In other words, the way you presented the solution, and the value that it delivers — including the language you used to do so — didn’t resonate.

The crucial thing to do with customers is to show them the connection between their business goals and challenges and the value you can provide. Take the time to understand where they are and where they want to be, and talk about the specific things your SaaS product will do to help them overcome those problems. Highlight the real benefits they’ll receive, whether that’s improving their efficiency and saving them time, increasing their productivity, or simply giving them greater peace of mind. If you haven’t connected the dots properly and demonstrated value during the conversation, it shouldn’t be a surprise when price comes up as an issue.

The way to effectively deal with this scenario is to take a few steps back. Ask your prospects how they would like to see their organization operate and what things are costing them too much time and money. Then show them how your solution can solve those issues and provide real value to their operations.

It’s missing features

Your prospect might point out that your solution doesn’t have all the features they need, or doesn’t integrate with software they already use. If that happens, it’s best to acknowledge and take the time to understand their challenges and frustrations, and why they might not want to go forward with your product.

Then dig deeper. Ask how their processes work, and get more clarity on the missing features they’re talking about. You want to know how they would like to see things work and then figure out if there is a workaround. Instead of laboring on missing features, look at opportunities to bridge the gap and solve their issue from another angle.

There are many tools out there that can help you connect to solutions, including dashboards and integrations that allow you to plug and play. Your job is to find solutions and help potential customers see how you can meet their needs.

It’s not the right time

One of the worst objections you often hear after going through a discovery call, smashing a demo, and getting your prospect on board with the value your solution delivers, is that it’s just not the right time.

Of course, sometimes that might be true. But in many cases, your prospect might just be using it as an excuse. And if that is what’s going on, it could be because they’re concealing some other concern. There might be something in your product that they don’t understand, or an issue around their requirements that you haven’t picked up on. Ask yourself if you’ve missed pitching to their priorities, or if the challenges they face are ones that they’re actually prepared to solve today.

Let them know that you understand that it might be easier to put things off than address them right now, but that there are solutions that they can adopt right now to transform their business. Make use of some of your case studies and customers you’ve helped in the past with similar challenges, and present your solution.

If it really is a priority today, and their timing objections are actually about something else, you’ll be able to reassure them and get a commitment. 

Reassuring your customers

Whether it’s price, value, timing, or missing features, potential customers will voice a range of objections to committing to a sale. Often it’s because you haven’t dug deep enough into their priorities and pain points, or suggested effective workarounds that will still add value to their business. Don’t be afraid to backtrack and ask honest questions, and find the solutions that will help them sign up today.