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  • Writer's pictureAndy Hamer

The Fatal Mistake in B2B Tech Sales: Why Failing to Anticipate Objections Will Cost You the Sale


Have you ever experienced being in a sales meeting with a prospect who seemed interested in your solution but bombarded you with objections and concerns? It can be frustrating, especially when you have spent weeks, if not months, trying to schedule the meeting. It can make you wonder if the business has considered all the angles the prospect may question, such as the solution price, delivery, implementation, support, and functionality.

This article will discuss how objections in B2B tech sales can be valuable feedback and insights that need to be addressed or clarified to better meet customers' needs. We will also delve into the importance of management's understanding of the market, customer, and their journey Additionally, we will explore how effective B2B tech sales strategies involve thorough market research and deep customer understanding.

It all comes down to early-stage strategic marketing, the 101 of business!

Anticipating Objections

You can only have some of the answers to every objection that a prospect may raise. Still, if you don't mind me asking, there will always be minor and significant objections that you should be prepared to handle. One of the worse things that can happen is when management drops people into sales roles from outside a sector, expecting them to have sensible conversations with prospects without fully knowing or understanding the challenges, gaps, and issues a prospect in the market faces.

However, when objections occur, it is crucial to actively listen to the customer's concerns and provide thoughtful responses addressing their specific needs and challenges. By doing so, sales professionals can build trust with the customer and ultimately increase the likelihood of a successful sale.

Management Understanding

To me, this situation is a failure of management to understand the market, customer, or their journey entirely. Effective B2B tech sales strategies involve thorough market research and deep customer understanding. Sales professionals must also be well-versed in the customer's journey and be able to anticipate potential objections or concerns that may arise throughout the sales process.

If management has done its job, the number of objections can be minimized because they are covered in messaging and sales collateral. The sales team can pre-empt the questions by covering them during the meeting before they are raised.

Unanswered Questions

There is no point in hoping a specific objection or question won't be asked because it will. One example is when a business had no pricing strategy during my time working there, and it would come up in every meeting. However, management ignored it, saying they were interested in a solution that would keep the prospect on the hook until the business was ready to announce pricing.

Another example is when I worked for a Chinese electronic subcontractor business, and the CEO insisted we ask whether the prospect had a per-unit target cost. No one ever answered the question because they were concerned it would serve as the benchmark. In the end, I used to make it a point of fun during the meeting.


The sales team will never escape a prospect raising objections or concerns. However, businesses can minimize them by ensuring that they have taken the time to anticipate them and that the sales team is aware of them and prepared to address them.

Lastly, there will always be a question that can't be answered. In such cases, it's best to be honest and admit that you don't know, but you will get an answer. This way, you'll get more kudos from the prospect for your honesty.

In conclusion, the key to successful B2B tech sales is not just about having a great solution but also understanding the market, customer, and their journey. With this knowledge, businesses can anticipate objections, minimize them, and be prepared to provide thoughtful responses that address specific needs and challenges. This ultimately leads to building trust with the customer and increasing the likelihood of a successful sale.

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