Dealing with Objections

The first thing to realise is that a customer is perfectly right in resisting your attempts to sell your product.

This is because of the pressures he is subjected to from every direction to part him from his money.

There is nothing immoral in him telling white lies in order to protect what he has.

The onus is on you to placate his fears, remove these logical restraints, and to assure him that what you are offering will help him solve his problems.

Objections are based on resistance to any kind of Change.

These are:

1. The Effort involved

2. Risk

3. Initial cost

4. Criticism from his peers

5. Satisfied with things as they are.

The important thing to know is,

the customer at this point has no good evidence as to why he should spend his money on your product.

You must recognise the difference between a condition and an objection.

A condition is a genuine reason for the prospect not to buy your product.

Examples could be:- the prospect has no money,

the prospect is too old to use the product,

or simply the product is not appropriate.

Conditions and objections are thrown out by customers in such profusion and disorder that each one has to be tested, to find out whether it is an objection or a real condition.

However only a small number of real conditions exist and they are only a small percentage of the number of obstacles you will have thrown at you.

Most conditions are eliminated by pre-selecting the kind of prospect you target to sell to.

80% of Salespeople Fail Here

Most businesspeople know that if they throw out a number of objections in the early stage of the interview, 80% of the salespeople that approach them go away.

This proves to the prospect that he was right to make his objections.

When the salesman gave up, the prospect proved to himself that the salesman had nothing of value to offer.

In reality the salesman failed to recognise the way this works and he gave up at the first or second hurdle.

The salesman did not realise that these are “the standard tests” that are applied by the prospect to every sales approach.

“I can’t afford it,” - is a very common objection in which the prospect genuinely believes he cannot afford what you are offering. “The It” in his mind is his conception or mental image of what you are offering.

He has not, at this point received information to know better, this is why you have to inform him.

If no real condition applies and he does not buy, it is your fault.

There are no such things as lousy prospects only lousy salesman.

Objections exist because of misunderstanding, which is caused by a lack of information.

“If he knew what you know- he would not have said that !”

This was the mind set that I adopted when dealing with prospects objections, because it positioned me to give him more knowledge which then removed the objection.

Welcome Obections

A good salesman will welcome objections because: -

1. It shows that the prospect may be considering or thinking about his product.

2. It gives him a chance to give extra emphasis to the benefits of his product.

3. He identifies the things the customer is interested in, cost, turnover etc.

4. The prospect is indicating that he wants more knowledge to be certain before making a decision.

"A man who never objects never buys."

Many prospects will raise objections only to disguise their real concern, which may range, from lack of money, to a lack of confidence in you or your product.

Having answered an objection, there’s very little point in proceeding, without his acceptance of your answer, otherwise the objection will remain in his mind.

Whatever your answer to the objection, you must give it with conviction.

If you remove all possible objections, there is no logical action left for the prospect, other than to place the order.

There are techniques that can be learned to master the art of removing or overcoming objections.


Not argument or contradiction.

Don’t try to win, try to help.

Restate the objection in the form of a question, so that you can then answer the question.

example:- He says !Your products are too expensive!" You say "Is what you are saying, you don't think we can match our competitors with value for money?

If he agrees with this question you can now go on to extoll all the extra value benefits of your product or service over that of the competition.

If he says thats not what he meant then you can frame another question and then answer that one.

If the objections come out in a group, separate them and answer each one individualy,

- making sure to obtain acceptance at each point as you proceed.

Always agree and instead of saying “yes-but” (that feels like a butt or a blow to the prospect) say “yes - however”.

Ask questions in order to find out the reason for the objection.

For example: “Why do you feel that this product wouldn’t be of any use to your company?”

Always listen and show that you are genuinely interested in what your prospect has to say.

It releases his pressure, and it makes it easier for him to accept your answer.

If you have questions or need advice about any aspect of selling please let me know or if you would like to receive more Successful Selling Secrets drop me an email

Ps:- I am writing more success secrets about Prospecting that apply to all types of Selling to business owners. I've had thousands of appointments,you can believe that what I tell you works! I will keep you posted on new info. Best wishes, Don.

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