What is an objection?
Don't Confuse an Objection with Request for Information
An objection is a statement made by your customer that s/he is
not sure what the service or product that you are selling is about.
They are still on the line and thus are still interested.
Difference between excuse and objection
• An excuse is a weak reason why something cannot be
achieved or completed. An objection is a concern or
question for more information about that topic.
• The customer who makes an excuse is usually making up
a reason why the can’t buy your product / service from
Sales Objections Are Sales
• Most salespeople think of objections as a bad
thing... but they're missing the big picture.
• If your customers raise an objection, that's
actually a GOOD sign!
• The fact that they're talking about their concern
means that they're giving you a chance to
A customer can
object any time
sales call , from
Did you know?
44% of sales people give up after the 1st objection
22% of sales people give up after the 2nd objection
16% of sales people give up after the 3rd objection
10% of sales people give up after the 4th objection
Only 8% of sales people continue to sell after
73% of the clients will buy after the 4th
Attitude Towards Objections
Objection An objection is anything the customers says
or does that is an obstacle for a smooth
• Learn to accept objections as a challenge
which, when handled correctly, will benefit
you and your customer.
• If you fear objections you will fumble when
you respond, which often causes you to
• Customers that buy have 58% more
Why Customers Object?
• Dislike decision making
• Prefer old habits
• Reluctance to give up something old
for something new
• Unpleasant experience with other
Why Customers Object?
• The customer isn’t convinced
• The customer doesn't understand
• The customer is attempting to hide
the reason. (Objections are either
real or fake)
How can I tell the difference
between fake & real objections?
The customer is hiding
the real reason, often
embarrassment or to
Answering Immediately Or Postponement
of objections may result in:
The customer doesn't listen.
The customer feels like you are hiding something.
The appearance that you also feel it's a problem.
The appearance that you're not able to answer because you
do not know the answer.
The appearance that you are uninterested in the customer’s
The appearance that you are not sympathetic
Disagree Without Being Disagreeable
• Selling should be win-win
• Challenge ideas without offending
You can use sentience like:
"I may have not made myself clear......“
"You raise an excellent point…..“
“I am glad you mentioned that because it gives me
the chance to show you how our product will solve
“Mr. _____, I understand what you’re saying.
Another client asked me the same question. Here
is how I worked with him to satisfy his concern …’”
The Customer Must Agree That:
•They need your product or service
•Your product is the solution to their problem
•You are the person from whom they should buy
•Your company is the one to deal with
•The time to buy is now
•The price and terms are fair
A Negotiating Strategy for
Handling Buyers’ Concerns
• Hear the customer out
of the Objection
Validate the Problem
Clarify and Classify
Use confirmation questions
Ask if there is anything else
Try to distinguish between
genuine objections and excuses
Select a specific
base your decision
• The customer’s behavioral style
• The customer’s mood
• The number of times that this objection
• The type of objection
Answer the objection • Confirm with the customer that you
have answered the objection
Attempt to Close
• Once you've solved the objection,
continue with the sales process as usual
Classic Objection Handling
IF – THEN
• I understand how you feel
• Customer: "I don't like the size…”
• Seller: “this size is exactly the reason
you should buy it…”
• Many of our customers, felt the same way
• Here is what they found.
• IF I could get you today….
• THEN will you go ahead with the offer?
Here are several common sales
objections you may hear during the
selling process, as well as some ideas
on how you can overcome each one.
Example: "Your services cost too much. I can get the 'same' service from
When the bottom line is the biggest hurdle for a client, you need to
help him or her justify the cost. Try breaking down your total cost into
smaller amounts that are attached to smaller services so the client can
see why your price point is what it is. And make sure you focus on the
unique value of your products and services that the client won't be
able to get from any other provider.
I Have To Think About It
“I have to consult with ____”
Example: "I need to run this by my wife/business partner/mentor
before I do anything else.“
This can often be a positive outcome, assuming the client is truly
consulting with others and not just using it as an excuse. One way
to make sure it doesn't end up as a deal-ending sales objection is
to attempt to stay in the process. Try suggesting a joint sales
meeting between the client and their counterparts in order to
answer any questions and help facilitate the decision.
Example: "It seems like you know what you're doing, but how do I know
you really have the necessary experience to do this?“
Trust is something that takes time to build, so if it is a hurdle for your
potential client, you need to be honest and consistent across the board to
overcome the objection. Be forthcoming with information and share
testimonials, case studies and references that will take away some of the
uncertainty and give the client confidence in your ability to get the job
Example: "It's too much for me to take on right now;
I'm too busy; Call me again in 6 months.“
If time management or lack of time is an issue for the client right now,
chances are it will still be an issue in six months or a year. To overcome this
objection, you need to make the decision to hire you an easy one. Start by
listing all of the benefits of working with you, outline the value of the
products and services you offer, and explain how easy it is to get started.
Make the decision to hire you a no-brainer and you will remove this
• Objections are a requirement for a successful sales day. In
fact, without them, you’re likely not engaging your
• It’s the introduction of an objection that will spark a flow of
information. This can help you further qualify a sales
opportunity and better understand the needs and current
environment of your customers. For this reason, you should
work to embrace and understand the true objections you
might be facing.
• Understanding the true objections will help you get one step
closer to where you need to be – whether it’s to the next
stage with your current customer or towards investing your
time elsewhere with a more serious client.
Some General Tips for Handling Objections
• Keep the customers attitude toward your product
• Let the customers know you are on their side
• Help with objections.
• Bring out any or all of your main selling benefits now
and keep on selling!