How to Handle Any Objection

By Brian Tracy

There are no sales without objections. Objections indicate interest. Objections are signposts that lead you step-by-step toward closing the sale. The fact is, if there are no objections, there is no interest. If there is no interest, there will be no sale.

Use a Testimonial
As you already know, one of the most powerful ways to eliminate objections is to present testimonial letters from satisfied customers who shared the objection at one time. A sweetheart letter answering a customer's major concern is a potent way to demolish the objection forever.

Interpret It as a Question
Aside from using testimonials, another way to deal with objections is for you to take the objection and interpret it as a question. Treat it as a request for more information. Recognize that an objection is a natural customer response to any offering where there is some risk of purchasing. When the prospect says, "It costs too much," you can respond by saying. "That's a good question. Why does it cost more than you're expected to pay?" You then go on to answer the question you have posed.

Give a Good Reason
Another way to deal with an objection is to treat it as if the customer is asking you for a reason to eliminate the objection. If the customer says, "I can't afford it," you can imagine that the customer is really saying, "Show me how I can justify spending this amount of money."

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Make It Easy to Object
Above all, make it easy to object. Most customers do not want to get into an argument or a debate with you over your product or service. They will be reluctant to object for feat that you will become upset or adamant. For this reason you must make it easy for the customer to object by responding in a cheerful, friendly, constructive way when he does.

Listen Carefully
When you get an objection, hear it out completely. Don't assume that you know what the prospect is going to say. Often the prospect will begin with an objection you've heard before, but then will add her own particular concern or problem at the end. Be patient. Practice your listening skills. Pause before replying. Question for clarification.

Objection Versus Condition
Determine whether the customer's response is an objection or a condition. An objection is something that you can answer. It is a problem for which there is a solution. It is an obstacle than can be removed on the way to making the sale. A condition, however, is a genuine reason for not going ahead. If a person has no money, this is a condition that renders buying impossible.

Welcome Objections
Objections are a standard and predictable part of any sales conversation. We've all had previous experiences with products and services that were disappointing. We do not want to have those experiences again. Your job is to be patient, polite, and positive, asking good questions and listening intently to the answers. If you are courteous and persistent, eventually the prospect will tell you why he might be hesitating and give you an opportunity to answer his question and close the sale.

Action Exercise
Determine the one thing that a prospect might be convinced of to go ahead and buy your product or service, concentrate on finding and proving that he will get this key benefit.