Action Catalyst Blog

Servant Selling: How to Answer Objections without feeling pushy

Most people have fear about making change.

Which is another reason why prospects need a sales professional.

They need us not only for the purpose of giving them expert information about the product or service they are considering…

They need our assistance in helping them develop the courage to make a change!

You may have not have ever thought of your role in that way, but that is how Servant Sellers think. They realize that sales is less about convincing a stranger and more about helping a friend develop confidence.

There are several decisions that need to be made by a prospect before they can buy.

Of course they need to decide they like the offer but that’s not it. They also need to decide that they’re actually willing to take the risk of making a change. As the sales professional you have to be equipped to serve both of those needs for them.

Helping a prospect “increase their confidence” is actually what happens when we are “answering objections”. We are encouraging them, inspiring them, and motivating them to make a decision that will be in their best interest in the long term even though they will have to sacrifice something (at least money) in the short term.

But the phrase “answering objections” implies that you are doing something to them whereas “increasing confidence” suggests you are doing something for them.

Servant Sellers are exactly that: they are SERVING the person they are talking to. They are there to help, to support, to advise and to advocate for. They are not there to manipulate, pressure or over-persuade.

Admittedly, it can be a thin line between helping a nervous prospect increase their confidence to decide on a change that is best for them and pressuring someone into something that they don’t really want to buy.

The only real difference between the two is determined by the honest intentions of the sales professional and the actual needs of the prospect.

A Servant Seller will be committed to doing the right thing for their Prospect regardless of if that means making the sale or not.

Sometimes that actually means letting – and even encouraging – the prospect NOT to buy if it isn’t the best thing for them.

But it also can mean telling the prospect they NEED to buy if they really do need it but they are just hesitant about making the change. That is the case when we are helping them “increase confidence” about a decision they know they want to make but they just are afraid.

The defining delineation is simply whether or not the salesperson is serving the client first or serving themselves first.

And so your delicate role as a Servant Seller is to delineate between a Prospect who wants to buy but is afraid to make a change, and a prospect who doesn’t want to buy and is simply afraid to tell you no.

Keep serving and you will keep selling.

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