what are Objections?
Opposition or resistance to information or to the
salesperson’s request if labeled a sales objection
Anytime from the Always be ready to face
introduction to objections
• visual aids
• persuasive communication
5. Trial close
6. Determine objections
7. Meet objections
8. Trial close
10. Follow - up
• Trial closes -prospects attitude toward the product
– opinion NOT a decision to buy
• 4 ways to respond:
1. If positive, from trial close to close
2. If there’s objection, understand and clarify
3. Be prepared for other objections
4. Return to presentation after responding to objections
and asking a trial close
Is the prospect’s
Request for Request for
more Condition more True objection?
Practical? Psychological Practical? Psychological
• Requesting for More
• Setting a Condition of the
• Giving a Hopeless Objection
• Giving a True Objection
– Prospects appear to make objections because of this
– Important to listen
– Chances are they are in the conviction stage
– Supply the requested information indirectly
– “If you can meet my request, I’ll buy.”
a or “Under certain conditions, I will buy
– Quickly determine if you can help that
of prospect meet it. If you cannot, close
the interview politely.
the – Often, negotiation between buyer and
seller can overcome a condition.
– One that cannot be solved answered or overcome.
– Some Examples:
• “I already have one.”
• “I’m bankrupt.”
• “I’d like to buy your life insurance, but the doctor
gives me only 30 days to live.”
– One that can be answered
– Two Types: Major and Minor
– If it is of little or no importance, quickly address it and
return to selling
– Nature of Either Two Types of objections may be:
• Practical (overt) objections- tangible
• Psychological (hidden) objections- intangible
Meet the Objection
• Once you fully understand the objection, you are ready to
respond to the prospect
• How to respond depends on the objection
• By grouping objections, you can better plan how to respond
SIX MAJOR CATEGORIES
• Hidden Objection • Money Objection
• Stalling Objection • Product Objection
• No-Need Objection • Source Objection
• Prospects that ask trivial, unimportant
questions or conceal their true feeling beneath
a veil of silence have hidden objections even if
you may having a good conversaton with them
• KNOW: WHAT questions to ask and HOW to ask
• “I’ll think it over,” or “I’ll be ready to buy your
next visit. Truth or “smoke screen” to get
rid of you?
• Common tactic
– I have to think this over
– I’m too busy
– I plan to wait until next fall
• With any response to an objection,
communicate a POSITIVE ATTITUDE
• Do NOT get demanding, defensive or
• GOAL: To help prospects realistically
examine reasons for and against buying
• If you are sure it is not in their best
interest to buy now, tell them so.
• Do not be satisfied with a false objection
or a stall.
The NO-NEED Objection
• Can disarm an unwary salesperson
• Used widely because it politely gets rid of the
• Strongly implies the end of the sales call
• May also include a hidden objection/a stall
• To handle price-oriented objections
– Observe nonverbal signals
– Ask questions
– Positively respond to the price question
– Wrong to think that lowest price increase the chances of
– Price becomes secondary factor once customer realizes
The Money Objection
ways to respond to Money
“YOUR PRICE IS TOO HIGH!”
“I CAN’T AFFORD IT!”
“GIVE ME A 10% DISCOUNT AND I’LL GIVE YOU AN
“YOU’VE GOT TO DO BETTER THAN THAT.”
THE PRICE/VALUE FORMULA
• Only the description of the buyer’s thinking process and an
explanation of why the so-called price objection is heard so
• Tells what we must do to answer the price objection.
• Price objection
• Cost is what concerns the buyer, not just the price.
The Product Objection
• The prospect might already use, has used, would like to
use, heard of, or knows people who use a competitor’s
• React positively.
• Can use a guarantee, testimonial, independent research
result, and demonstrations to counter
ways to respond to Product
• YOUR COMPETITOR’S PRODUCT IS BETTER.
• I’LL BUY A USED ONE.
• I DON’T WANT TO TAKE RISKS.
The Source Objection
• Relate loyalty to a present supplier or salesperson.
• May tell you that they don’t like your company.
• Requires calling the prospect routinely over a period.
• Takes time to break the resistance barrier
• Get to know the prospect’s needs
• Show your true interest.
• Do not try to get all of the business at once – go for a trial run, a small
• Learn EXACTLY what bothers the prospect
Ways to Respond to Source
• I’M SORRY; WE WON’T BUY FROM YOU.
– Why not?
– What could we do to win your business in the future?
– Is there anyone else in your company who might be
interested in buying our cost-saving products? Who?
– Is there anything about me that prevents you from
doing business with our company?
- Turn an objection into a reason to buy
6. Ask Questions
- It shows how the salesperson knows
1. There must be some good reason why you’re hesitating
to go ahead now. Do you mind if I ask what it is?
2. In addition to that, is there any other reason for not
3. Just supposing you could convince yourself that... Then
you’d want to go ahead with it?
4. Then there must be some other reason. May I ask what
5. What would it take to convince you?
• Use Direct Denial Tactfully
• The Indirect Denial Works
• Compensation or Counterbalance Method
• Let a Third Party Answer
After Meeting the Objection
– What to do?
• First, Use a Trial Close – Ask for Opinion
• Move Back into Your Presentation
• Move to Close Your Sale
• If You Cannot Overcome the Objection
• In All Things Be guided By The Golden Rule
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