Dealing With Objections

Whatever your product, there will come a time when your prospect raises an objection – a reason for not accepting what you offer.  Customers use objections to play games with salespeople.

They also use them as a way of expressing in a deal:

“I don’t think we can use this…” can often mean “Tell me more”.

1.  Welcome Objections

  • Listen carefully and do not interrupt.
  • Do not argue or get emotionally involved.
  • Never take objections as a personal criticism of you.
  • Clarify vague objections by asking ‘In what way…?’
  • Do not give up – objections can be a sign of interest.


2.  Is the Objection True or False?

  • Is it a True objection – a request for further information?
  • Is it a False objection – used only as an excuse not to buy?
  • Find out by applying the ‘Apart from that…?’ test, thus:
  • ‘Apart from the thing you are objecting to, is everything else satisfactory?’

If the customer then thinks up a new objection, the chances are that they used the first one as a fob-off – an excuse for not buying.  If the customer keeps to the one objection, then it is probably genuine.

The False Objection (Spoof)

When faced with false objections – or excuses – ignore them.  You are possibly not talking about the right benefits for that type of customer.  Try another more positive line of approach.

The True Objection (Real/Genuine)

Check that the objection is not based on a misunderstanding.  If the objection is true and valid, you must concede to it.  Minimise it as far as possible and offer compensating factors.  Thus – admit the disadvantages and outweigh it with benefits.


3.  Use Structures To Handle The Objection, e.g. CLAPS, F3, WAR

These will help you remember to CUSHION the reply.  Remember it is too easy to create antagonism by immediately “disagreeing” with your prospect.

Being further along in the sales process could mean emotions might play a stronger role.  You are communicating face to face, and it is likely that you will have heard all the objections before and can answer relatively easily.  Demonstrating EMPATHY will help overcome this for which phrases like:

“I understand…”

“I appreciate…”

“I realise…”

“I can see…”

“I’m sorry to hear…”

“I’m pleased you mentioned that…”

will become invaluable.

4.  Uncover The Hidden Objective

Is the first thing you hear the real reason the prospect does not wish to buy, or what they really have a concern over?  Keep searching and be aware of the real problem coming to light.