Product demo objections are a staple of the sales process in the B2B software business. Your competitor’s products have just as many or more deficiencies than yours. Don’t get too worked up over it.  Successful demos require that you master the art of making certain product deficiencies seem trivial in the grand scheme of the overall solution.  How do you do it?  By asking the right questions early in the sales cycle. The Playbook:

The single biggest factor to overcoming product demo objections is to understand very early in the sales cycle the strategic goals of the executive buyers. The sooner you can make the connection between their goals and your solutions, the more leverage you’ll have not only during the demo but at the negotiating table as well.

Problem Discovery

During the discovery process most salespeople tend to ask the obvious questions about the need for your products.  The responses are typical such as cost-cutting, higher productivity, improved efficiency, etc.  Unfortunately, the discovery process stops there all too often.

The question we don’t ask nearly enough is, “why?”   Why are cost-cutting or higher productivity so important, and what are the implications at the top levels of the organization.

The answers to these questions give us the ever-so-important “why” that drives the buying decision and are usually tied to grand scale issues such as growth, survival, a recent embarrassment, competition, etc.

Overcoming Objections

In reality, many objections raised during the sales cycle are not that important relative to the big picture. The challenge is helping your prospects see it the same way. But it’s nearly impossible to do if you don’t understand the real issues driving the decision. It’s a big reason we often get fooled into thinking product features are driving the decision. It’s rarely the case.

What if you don’t have every productivity or efficiency feature?  No big deal!  Redirect the focus of your value proposition to the capabilities that address larger scale issues such as growth or competitive differentiation.

When you get pushed for higher discounts during contract negotiations, reiterate your value relative to issues in the executive suite and your strengths versus the alternatives. It’s simply a matter of having the confidence to do it.  And the only way to get that confidence is to find the relationship between your product and the most critical issues at the top of the buyer organization.

The next time you talk to a prospect, ask them what their CEO is losing sleep over and how it’s impacting major areas of the business.  The answer represents “why” your products are being evaluated, as well as your ticket to overcoming most difficult objections with brimming confidence.

If your sales team is forced to go on the defensive too often because of missing features, contact Proficientz about our Product Demo Training Workshop and learn how to sell the strategic value of your tactical products in a way that differentiates you from the competition and accelerates the sales process.