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The One Secret You Need To Know About Objections

We have all heard that objections define your customer’s area of interest. As a salesperson you must be able to understand the difference between a stall and an objection. There are times we need to acknowledge a legitimate objection and change direction. There is one secret you must know about objections that will make you more money than all the other advice combined. Here it is.

Stall vs Objection- Sometimes everything is right but it is just going too fast for the customer. To slow down the process Mrs. Jones will throw up objections. Do not be too quick to answer an objection especially when you know the answer. You are not in the answering objections business. You are in the sales business. You should ignore a stall. If it comes back again it might be a legitimate objection.

Isolate the Objection- Before you start to address the objection isolate it. A question like this can work wonders, “Other than ___ are there any other concerns that you have about ____?” If there are other objections we want them out on the table so we can deal with them. If she answers “no that is my only concern” you can now go on to answer the objection.

Listen- Many times just saying Oh and listening to Mrs. Jones’s objection will help you understand it fully. Before attempting to answer an objection make sure you understand it. Many times it will dissolve during this process.

Repeat it back- to the customer once you have isolated it seeking further clarification from Mrs. Jones. Sometimes your customer will answer it herself. There are times when she will correct you and give you more information. Most often she will agree that you understand her objection. The additional listening and interaction should cause a tighter bond between you and the customer, thereby increasing your chances of closing the sale.

Feel, Felt, Found- Many authors have taken credit for this. Here it is, “Mrs. Jones, I know how you feel, I felt the same way too, and here is what I found out.” Do not say this unless it is true! This is a great technique but maintaining your integrity trumps all techniques. There are many other techniques for handling objections but most of them are a version of this.

Change- If you are getting the same objections from your customer’s consistently you must change your presentation. Something is lacking.  It could be that not enough time was taken to bond with the customer. Not enough questions were asked to fully understand their needs. We did not build the solution in a way that the customer took ownership of it. Objections can be a tool to help you adapt your selling process and techniques.

The Secret- Customers buy when they find a salesperson that they like, trust, and respect. The secret is you can make sales without overcoming objections if the customer likes you, trusts you and respects you enough. How do I do that? By being a person who is likeable, worthy of trust, and commands respect. Embracing this truth will lead to a fulfilling career in sales. There will always be objections as long as there are people buying and selling. The brutal truth is when customers like, trust, and respect you enough the objections seem to melt away and the few you do get are more easily handled.    

Action Step- The top salespeople view objections as opportunities to solidify their relationship with the customer. There are hundreds of ways to deal with stalls and objections. For more ideas or to share successes please call me at 419-560-3169. Also please go to my website and add a comment or question to this article. I answer them all. We have some great articles coming because of your questions!

Wishing You Success,


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  1. Bill Ochalek says:

    Good stuff Pete!

    The perfect sales presentation is one in which the obvious conclusion at the end of the presentation is for the customer to say “yes”! Many salepeople, especially newbee’s, fear and/or shy away from asking for the order is because they fear objections and subsequently they fear the word “no”. Good salespeople actually embrace the word “no”, because it allows us the opportunity to uncover the customer’s objection(s) that we did not meet or handle in the presentation. Each “no”, if handled properly, is one step closer to getting a “yes”! We must learn to embrace them because each objection, if handled properly, is indeed one step closer to a sale!

    I too have found that restating the objection back to the customer to be very helpful in ensuring we are understanding the customer’s needs and/or concerns. Statements like; “What I hear you saying is…., correct?”, or “Please correct me if I am wrong, but what I believe you are telling me is….”. This technique not only shows empathy with and for the customer, but it lets them know you are listening to them as well as caring about what it is they are saying. After restating the objection, the customer generally feels comfortable to either agree with your restatement, or they will clarify it for you…either case helps you to understand what their objection truly is….or if there is truly an objection at all versus a stall.

    And then what appears as a harmless follow up once you have isolated the objection is to innocently state something along the lines of the following; “So, what you are saying is that other than _______ (restating the clarified objection), there probably wouldn’t be any other reason why we wouldn’t be able to do business today? This question appears harmless and the customer is generally comfortable in answering for you if you have established a good rapport with them. If they say “no”, then we know there are other objections or stalls yet to be uncovered. If they say yes, then all we have to do is handle the objection properly and efficiently, and again ask for the order. If we do this successfully, this should enable us to close the order. At worst case it allows us to uncover another objection and the process as stated above renews.

    Generally speaking, people buy from people they like and people that they trust. If we have built a good rapport with the customer, they will feel more comfortable in giving you their real and true objection(s), thus allowing us the opportunity to handle the objection(s) to meet and satisfy their needs and greatly enhance our opportunity to add them to your list of satisfied customers!

    Good selling!

    Bill Ochalek

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