Use Rebuttals to Boost B2B Sales: 5 Tips

Olin Hyde
October 12, 2016

Do you struggle converting leads to sales? Everyone does at some point. It’s just part of being in B2B sales.

To convert leads to sales, you must know your product or service well. And you can’t show frustration  when leads object to something. Instead, you need to use rebuttals to overcome these objections.

But for rebuttals to work, you need to use the right one at the right time.The post below gives you five tips on when and how to use rebuttals to address objections from B2B leads.

Objections are common in B2B sales. So don’t get upset when their raised. In fact, you should be glad. It tells you the prospect is interested in your prospect or service and it means your moving forward in the sales process. The key is to turn objections into sales.

“To turn an objection into a sale, you must first welcome the objection, sympathize and demonstrate an understanding of it through your response, tone of voice and body language,” says Ronald Reihard in an article in FI Magazine.

Once you’ve done that, you can move on to rebutting the objection.

Below are five tips on how to use rebuttals:

  • Ask Questions

While you should be well informed about your clients, don’t act like you know everything. You might think that it would work backwards, but getting people to talk about their company and what products they use is your doorway to making the sale.

If you get the prospect to talk, he or she will  tell you where the company is lacking and how your  product or service will boost their productivity, sales, and/or efficiency.

To take advantage of your new knowledge, you first need to think about what products/services would best benefit the potential customer. Then, use examples with the prospect’s business practices in mind to show him or her how buying your product or service will improve business.

  • Ask why first

When customers tell you they already have a product that does that or are not interested in making any new purchases, ask why first or what they’re using

Then, look that product up quickly. Highlight how your product works better than what they’re currently using. Then justify purchasing your product by relating to everyday personal purchases.

For instance, if you’re grocery shopping and you know that a name brand is more expensive because of its name but tastes better, you’ll probably purchase that product despite the price.

So, if your product costs more, explain how or why it’s better and justify why spending more now to save more later is a smart investment.

  • Highlight benefits rather than features

Do you and your sales team know the difference between a benefit and a feature? If you don’t, learn it. Knowing the difference between a feature and a benefit makes a big difference in how your or your people can rebut customers’ objections.

A benefit is something that assists or improves a function. A feature is something that enhances the product’s performance.

To defeat an objection, highlight the benefits of your product or service using specific examples, then show the prospect how your product or service is going to help them and their company.

  • Offer a trial period

When you’re rebutting cost or budget, use some of your authority and offer a promotion or trial period of the product or service.

Then, follow up one week before that period is over, and offer an introductory rate if they sign a contract. Giving the customer an option to try the product without spending money upfront lets them see first-hand how the product or service really benefits her business.

This approach is produces results. But profiting slowly while generating more long-term clients improves sales as a whole and increases brand dominance in an industry

  • Validate appropriately

You must have a way to show why your product is what your client needs. Starting off with an argumentative tone is going to cause your client to automatically to think negatively. So avoid this error. Instead, start your validation with a question like, “What’s the biggest struggle your company faces daily?”

This type of question forces the client to think to provide a real answer. Their answer determines which product you suggest to help solve their problem. Then explain how the product will benefit or help your company.

Again, stress the use of benefits rather than features. In fact, it may help you to completely forget about the features of a product.

Those can easily be detailed in a list or a product description. Focus instead on benefits if and when validating your product or service..

Also, never bash your competition when validating a product or service. And never single out a specific competitor. Instead, use comparisons in generalizations without mentioning any of your competitors.

This tactic shows the client that your brand has looked at the entire industry and knows where the holes are and  how to create a product superior to the current solution.

Last Word

Using rebuttals effectively is a skill you need to learn as a B2B lead generator, marketer, or salesperson. So take the time to learn how and when to use them correctly.

Using the right rebuttal at the right time with power words, and highlighting the benefits of your product or service can help turn rejections into sales and prospects into long-term business relationships. That’s a goal every stales strive for.

How will you train your B2B sales team to use rebuttals to boost conversion rates?

Further Reading

Lainey Mebust
July 10, 2020
Lainey Mebust
June 24, 2020
Lainey Mebust
November 22, 2019