The 2024 election is upon us. Love it or hate it, Trump or Kamala will be named President of the United States of America.
And chances are, this will become your prospects’ #1 objection to buying your product in Q4.
Whether they say it or not, they will feel the political and economic uncertainty. So let’s make no bones about that.
But what does this mean for outbound salespeople? It means you take the bull by the horns and capitalize on this unique opportunity. That’s what it means.
And you start by anticipating the objections. This is key. If you know the objections are coming — and they are! — you can overcome them with ease, while your competition flounders to find their footing.
Sales Tip: Remember that most objections are just fear-based reactions. An objection is not a rejection. We all object in some way when it comes to making decisions.
You WILL get hit with objections, so reframe them as necessary (and even good!) to close a deal.
With that, let’s dive right into the objections that you’re bound to face.
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Election Year Objections & How to Overcome Them
Objection 1: We’re freezing spending until after the election.
This is just a rehashing of the ol’ “timing isn’t right” objection. And it’s a bluff.
Your prospect wants to give it time to “settle down” after the election. Well, unfortunately, it’s planet Earth in the 21st century. There’s no such thing as “settling down.” So how do you overcome this objection?
First empathize with them. (You must empathize with every objection, always.) Then remind them that now is the time to invest in growth, rather than getting caught on their heels in 2025 once things have “settled.”
Sure, they can wait until 2025 if they want — but that’s everyone’s mentality. Wouldn’t it be nice to get a two-month head start on the competition? This way, the nearest competitor is left in the dust come Q1.
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Objection 2: Policy changes are scary and unfavorable for small businesses.
This is a valid concern. With a new president elect comes new policy changes. And policy changes can impact businesses big and small. Regulations, taxes, other industry/sector impacts. Shifts in policies and political philosophies happen, so don’t deny it.
To overcome it, frame your product or service as the answer — the very thing that can keep them agile during this uncertain season. Also, emphasize that you and your team will be a reliable partner, always there to lend support during an otherwise rocky time.
Of course, also remind them that we’ve had 59 Presidential elections in the history of our country, and business has carried on after every single one of them. There’s no reason to believe that whole industries will come to a screeching halt on November 5th.
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Objection 3: Borrowing is too expensive / interest rates too high for new investments.
Interest rates are high, and many prospects won’t want to borrow from the bank to pay for your product or service. The best way to overcome this objection is to remind Mr. Prospect that timing the market is like trying to catch a falling knife. Interest rates could continue to rise, making today’s rates not so bad after all.
You also must demonstrate how your product saves them money (or makes them money!) over time, which offsets any upfront costs and/or high financing costs. This is the perfect time to show case studies, demonstrating how you’ve been able to secure an ROI for others in the industry. Better yet, communicate the VALUE that you bring to the table.
You don’t want to communicate that “they will be OK” if they buy. Just OK is never good enough. Instead, communicate that not buying is a bad business decision, as they stand to make great gains in the coming months and years working with you.
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Objection 4: Our clients/customers are also waiting to see what happens.
I’ve heard this one in the past, and it’s bound to crop up in November.
The easiest way to overcome this is by conveying that they are not their clients. Rather, they are supposed to lead their clients to success, not huddle up in a foxhole together waiting for a cease-fire.
Your product or service can solve a serious problem for your prospect, so you can better serve them through this turbulent time. Encourage them to adopt this same mentality when thinking about their clients. They must position themselves to be of maximum help to clients. When they do this, they win.
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Other Objection-handling Tips to Remember
Revisit their pain points! When in doubt, circle back to your prospect’s “ailments.” This way you can properly treat them. Frame your product or service as the solution to dig them out of the hole they’re in.
Confidence is Key! Sales is all about the transfer of emotion. If you’re cool and confident about the election, the economy, and the state of the world in general, your prospect will sense this and join your camp, so to speak.
Restate the objection! Rephrase their objection but using slightly different words. “Just so I get this right, what you’re saying is that [objection], is that right?” This gives you time to formulate your response, but it also ensures that you understand your prospect before speaking.
Don’t argue politics! This goes without saying, but don’t argue politics with your prospect. In fact, don’t even discuss politics, as it’s a losing proposition. If you have opposing views, you’re toast. But even if you hold the same political views, these discussions evoke negative thoughts and increase blood pressure, potentially killing the deal.
Keep the conversation going! It’s not the end of the world if you fumble an objection. Just ask more questions to keep the conversation going. As long as your prospect is talking, there’s still plenty of hope for the deal. Just be sure to listen, listen, listen!
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Final Words
There’s no doubt about it. This election is unprecedented in its potential impact on our nation. But trust me on this, business will go on as usual. So those who immediately go on the defense will LOSE. To win in a big way, you have to play offense while others are playing defense!
And this is the message you must communicate to your prospects. They have to lean into this time like never before. And they should do everything in their power to communicate this to their customer base as well. To score big, you have to move the ball down the field. Now’s your time to shine.
Until next time…
Johnny-Lee Reinoso