Sales representatives can find objections while selling to Doctors to be a bit intimidating. This may be due to the fact that they are:

1. Selling to highly intelligent and educated professionals who are experts in their fields.
2. Dealing with buyers whose decisions impact patients’ lives.
3. Lacking confidence due to no formal training in handling objections with health care decision-makers.

The Most Common Sales Objections
Sales objections often signal that you haven’t made the value proposition case to the buyer as powerfully as possible. Typically, sales objections fall into one of the following categories:

Need: Buyer doesn’t yet perceive, or doesn’t yet admit, the need to solve a problem.

Urgency: Buyer doesn’t yet see why the issue is pressing.

Trust: Buyer feels uncertainty about you, your solution, your company or your outcomes.

Money: Buyer communicates that money is going to be an issue.

Sound familiar? While these common sales objections might seem like steep hills to overcome, don’t despair: an objection indicates that the buyer is engaged, which sure beats apathy.

Listen Fully to the Objection
Your first reaction when you hear an objection may be to jump right in and respond immediately. Resist this temptation. When you react too quickly, you risk making assumptions about the objection. Instead:

Take the time to listen to the objection fully
Don’t react defensively
Train yourself to ignore any negative emotions you may be feeling
Stay focused on what the buyer is saying and the business problem you’re helping to solve
Listen with the intent of fully understanding the buyer’s concerns without bias or anticipation
Allow your body language and verbal confirmations to communicate to the buyer that you’re listening intently 

Understand the Objection Completely
Many objections hide underlying issues that the buyer can’t or isn’t ready to articulate. Often the true issue isn’t what the buyer first tells you. It’s your job to get to the heart of the objection—to fully understand it and its true source.

To do this, ask permission while selling to Doctors to understand and explore the issue. From there, restate the concern as you understand it. Sometimes when you restate the objection, the buyer sees the issue more fully, and you get closer to the true source of the objection as a result.

Respond Properly
After you’re confident you’ve uncovered all objections, address the most important objection first. Once you work through the greatest barrier to moving forward, other concerns may no longer matter as much to the buyer.

You should do your best to resolve their issue right away if possible. The more effectively you can resolve issues in real time, the greater chance you have of moving the sale forward. If you need more information to resolve a specific concern, you may have to look something up or investigate further.

Don’t wing it—when buyers sense a selling to Doctors is ad libbing, it creates distrust. Long-winded responses can seem insincere, too, so keep your responses clear and to the point. 

Confirm You’ve Satisfied the Objection
Once you’ve responded to the buyer’s objections, check if you’ve satisfied all of their concerns. Just because they nodded during your response doesn’t mean they agreed with everything you said. Ask if the buyer is happy with your solution and explain your solution further if necessary. Sometimes you need to go through a process to overcome sales objections, rather than a quick answer or a-ha moment.

If the buyer isn’t ready, don’t try to force a commitment. Be sure not to accept a lukewarm “yes” for an answer though, either. Many buyers will accept a solution in the moment, but once you’re out of sight or off the phone, the objection still remains.