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Selling to small and local businesses comes down to two critical skills: building trust and overcoming objections.
One is proactive, the other reactive. But both are essential if you want to close more deals and keep customers coming back.
Building trust is a proactive effort that starts from the very first interaction. It’s about creating honest, value-driven relationships and positioning yourself as a helpful advisor.
Overcoming objections, on the other hand, is reactive. It happens when specific concerns arise (about price, timing, or fit) and you need to address them to keep the deal moving forward.
Trust lays the foundation. Objection-handling clears the path. Together, they drive short-term wins and long-term relationships.
Outline:
Local business owners don’t just buy a product; they buy into the person selling it. Trust is your competitive edge.
To build that trust, start by personalizing every interaction. Use the business’s name, mention something about their location. It shows you’ve done your homework.
Next, practice active listening. Ask thoughtful questions and let them share their challenges. This isn’t the time for a one-size-fits-all pitch.
Be transparent about what your product can and can’t do. Honesty goes a long way in building credibility.
And most importantly, show up consistently. Follow up with value, not pressure. Send helpful resources, ideas, or insights without expecting anything in return.
That’s how you position yourself as a trusted partner, not just another salesperson.
“Establishing trust is better than any sales technique.”
— Mike Puglia, Chief Marketing Officer, Kaseya
Objections are not rejections. They’re clues. They tell you what the business owner is worried about, what they value, and what’s holding them back from saying “yes.”
The objections usually fall into a few categories: price, timing, satisfaction with the status quo, authority, and product fit.
Here’s how to put the LAER framework (Listen, Acknowledge, Explore, Respond) approach into action for each objection.
Listen: Don’t rush to defend your pricing. Let them explain what feels out of reach.
Acknowledge: “Totally understand, budgets are tight for a lot of businesses right now.”
Explore: “Can I ask what you are comparing it to, or what kind of return would make this feel worth it?”
Respond: “One of our customers in a similar industry felt the same way, but after two campaigns, they were booking meetings weekly. If we can drive that kind of result, would it feel more aligned with your budget?”
Listen: Stay quiet and let them share more about their current financial situation.
Acknowledge: “Makes sense. A lot of businesses hit a slow season mid-year.”
Explore: “When do you usually plan your marketing budget, or is this something that might be revisited next quarter?”
Respond: “If timing’s the only blocker, how about we pencil in a follow-up for [month], and I’ll send over a checklist you can use when you’re ready?”
Listen: Let them explain what’s working well for them.
Acknowledge: “That’s great.”
Explore: “Is there anything you’d improve or something your current setup can’t quite do?”
Respond: “Sometimes we’re not replacing what you use, we’re adding a layer that saves time or gets you more visibility. If I showed you how one business did both, would you be open to taking a quick look?”
Listen: Don’t try to push past the gate.
Acknowledge: “Of course, this sounds like something worth aligning on.”
Explore: “What kind of questions do they usually ask, or is there anything specific I can help you prepare for that conversation?”
Respond: “If it’s helpful, I can send over a quick summary you can forward. Or we can loop them into a short call, whatever makes it easier on your end.”
By addressing objections thoughtfully, you show that you understand their challenges and can offer solutions tailored to their goals.
Trust-building is ongoing and proactive. It starts from day one and continues throughout the relationship.
Objection-handling is responsive. It happens when friction appears, and how you handle it can make or break the deal.
So when you hear an objection, don’t panic. Lean into it. Use it to uncover what’s really important to them and show that you care.
When you combine proactive trust-building with thoughtful objection-handling, you create a sales process that’s:
You’re not just selling a product—you’re becoming a trusted partner. That leads to higher conversion rates, more loyal customers, and more referrals.
Building trust helps you open doors and keep relationships strong. Handling objections helps you overcome friction and close more deals.
Sales success comes from striking the right balance between these two. Lead with empathy, show you’re invested in their success, and you’ll stand out from every other salesperson in their inbox.
How does trust reduce objections?
When prospects believe you understand their business and have their best interest in mind, they’re less likely to question your offer.
Trust makes your message easier to believe, and objections easier to overcome.
What’s the best way to handle a price objection?
Start by exploring what they’re comparing your price to. Share a real case study or explain the long-term value. Budget objections often mask other concerns, so dig deeper before responding.
How do you balance trust-building and objection-handling in a short sales cycle?
Start with quick wins that build credibility, like relevant insights or local references. When objections come up, stay calm, listen closely, and show that you’re genuinely here to help.
