As buying groups grow bigger, there’s even more chance of someone being able to sabotage your sale. SalesFuel reports that on average, today’s buyer groups can reach up to 10 people. That is a lot of opinions.

And there are specific types of stakeholders in the group that could derail progress. Each has their own concerns over buying. 

“If you let these opponents run roughshod over the deal, you’re nearly guaranteed to lose,” writes HubSpot’s Aja Frost. 

But, by being aware of what is driving these decision-​makers, you can successfully counter their objections and win them over. 

2 Types of Objectors Who Can Sabotage Your Sale

One of the decision-​makers that Frost highlights is the cost-​conscious objector. Unfortunately, these types of price-​related objections are common. 

SalesFuel’s Voice of the Sales Rep found that “your price is too high” is the top objection they hear. This concern is followed by prospects not having enough budget. 

Concerns over cost are obviously a major hurdle but these types of objections can be overcome. Once you’ve identified the frugal objector, it’s up to you to convince them that the cheapest option isn’t always the best. 

“You need to convey that your solution suits their company's financial interests long term,” Frost explains. Appeal to their money concerns by demonstrating how your solution, while more expensive, offers long-​term value. 

Make it a point to communicate directly with the stakeholder. Be up front and honest, asking how important price is in their decision. It’s time to show the value you can bring to their business, as well as current clients’ ROI.

She recommends sharing “specific literature, customer references, case studies, or other sales collateral that can affirm that, be sure to share them.”

Additionally, make sure to emphasize the stellar customer experience you deliver. According to SalesFuel’s Voice of the B2B Buyer, over one-​third of buyers say, “I am willing to pay a premium to buy from companies that provide a superior customer experience.”

Use social proof, like testimonials and reviews, to showcase praise from past buyers. Hearing about your customer service directly from other buyers provides authenticity. For tips on how to gather testimonials that wow prospects, consider these tips. 

And for a more personal impact, Close’s Steli Efti suggests asking the stakeholder for their own numbers. She suggests you “provide projections on how much time and/​or money they’ll save.”

Convince the Competitor’s Ally

Another person who can sabotage your sale is an ally to another vendor who is vying for a deal. These stakeholders may be rooting for the competition for various reasons, including:

• They used to work with the other vendor
• A friend is an employee
• The competitor’s solution will specifically benefit them

Overcoming this type of objection requires reaching out to other stakeholders. Ask your champion why this person is so invested in buying from the competitor. Also, Frost recommends doing some research to see if you can uncover other reasons for the commitment.

Once you understand the why, you can prepare a successful approach. You’ll need to have a one-​on-​one with the objector to discuss your solution with them. Use this opportunity to directly address how they can benefit from your solution. 

Don’t be afraid to compare yourself to the competitor they support. Just make sure that you aren’t slinging insults or being disrespectful. Make sure to focus on how your product can align with their needs rather than disparaging the other vendor. 

This is a time when data and other evidence of your success can have an impact. Sharing clear examples of how your solution brings success can help convince them that the competitor isn’t the best choice. 

As more people are involved, the more chances one could sabotage a sale. These suggestions can prepare you for effectively convincing the uncertain buyer to agree with their team and choose you.

Photo by Christina Morillo