2. STEP STEP STEP
ONE LISTEN TWO QUESTION THREE CUSHION
It can be a real challenge to listen to When the client gives an objection, A cushion is a statement that
objections. Most salespeople face you can perceive it in four ways: acknowledges that you listened to
the same handful of objections, and the prospect, heard the objection,
we tend to hear them all the time. • What they say and recognized its importance. When
We generally think we know what • What you hear a buyer states an objection, your
the buyer is going to say, and we • What you interpret it to mean first action should be to cushion the
often know how we will respond. • What they really mean objection. A cushion does not agree,
Because of your familiarity with disagree, or answer the objection.
common obstacles, you may tend to It is critical that, before responding
listen halfway through and jump in to the client’s concern, both you and Examples of Cushions:
to respond. Instead, try to use this the client clearly understand what
time to slow down the sales process, the concern really is. Be careful not Objection: Your price is considerably
listen for understanding, and see to interpret the objection, because higher than I expected.
objections from the buyer’s point of your response might be off target if Cushion: I appreciate your concern
view. your interpretation is incorrect. about the investment.
Objection: I am happy with my
current provider.
STEP STEP Cushion: I’m sure your current
FOUR RESPONSE FIVE EVALUATE provider has been satisfactory.
Objection: My staff is happy with
Your response is determined by a You may think that you have done a terrific
the process they are using now.
great many of factors, including your job of resolving the buyer’s objection.
Cushion: Certainly you want to keep
relationship with the buyer, related However, it is what the buyer feels that
your staff happy.
interests, and buying perspective. is important. Before moving ahead, let’s
However, one of the best ways to take a moment to evaluate whether or not
Objection: I do not think we’re
respond to objections is evidence. the buyer is ready to move forward toward
ready to make a change at this time.
Evidence DEFEATS doubts. a commitment.
Cushion: I know you want to make the
right decision at the right time.
D Demonstration Examples:
E Example
F Fact Does that make you feel more
E Exhibit comfortable about the lease payments?
A Analogy
T Testimonial How does that sound?
S Statistics
Does that address your concern?