Sales Coaching Tip – Responding to Comparison Objections

Sales Coaching Tip – Responding to Comparison Objections


Sometimes when prospects speak with salespeople, they are window shopping. They plan on comparing the salesperson’s product(s) to another.

This scenario can potentially to take up a lot of a salesperson’s time. Keep this in mind when you are coaching your salespeople to respond more effectively to comparison objections.

When salespeople discover a prospect is window shopping, they often default to convincing the prospect that their product is the better choice and therefore, engage in a monologue about their product. This is the kind of response can act as prospect repellent. Help your salespeople avoid this as it is time consuming and usually counterproductive.

Instead, coach your team members to ask questions to discover the prospect’s:

  1. Criteria for buying
  2. Concerns in making their decision
  3. Other product considerations

Once your salespeople have the prospect’s answers to these questions, they can better engage in a more valuable conversation with the prospect to help he/her with the best buying decision based on the facts.

Also help your salespeople better prepare to respond to comparison objections by asking them develop a comparison chart that they can provide their window shopping prospects. Picture a chart with the criteria for buying your type of product(s) (based on your product’s strengths, you can see where this is going I’m sure) on the left and then 3 columns to the right.

At the top of the first of the 3 columns, name your product and, in the rows below, fill in the details about the strengths of your product. At the top of the second and third of the 3 columns, write “Product 2” and “Product 3” and leave the rows below blank.

This type sales preparation for window shopping prospects can help your salespeople and their prospects see the true value of the products your company sells. A well-designed comparison chart can help your salespeople respond more effectively to comparison objections. They provide prospects with a copy so prospects can do the comparison themselves and sell themselves on the strengths of your product(s).

Who on your team seems to get a lot of comparison objections?

What sales coaching questions can you ask to discover 3 types of questions those team members are asking and not asking?

Who on your team are you going to engage to work on creating a draft of a comparison chart?

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