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1. Objection/Response Tool
Purpose
The purpose of this tool is to facilitate the development of standard arguments that can be
used to overcome common objections to the sales process.
Scope
This tool will outline how objections can be solved using a four-step approach.
1. SOFTEN – empathize and agree with the customer. Some examples include: ‘I
understand…’ or ‘I agree with you…’ or ‘that’s a valid concern…’
2. CONFIRM – paraphrase their concern to demonstrate understanding. For example:
‘so what you are telling me is that you need…’
3. RESPOND – use one of the following objection responses to present a valid argument
that can alleviate the customer’s concern. One technique that works well is the “feel,
felt, found” approach where you agree with the customer that many customers have
‘felt’ that way in the past, what we have ‘found’ is that by [insert response], our
clients have ‘found’ that…
4. CLOSE – following your response, a trial close can be used to bring the discussion
back on track to the sales presentation. For example: ‘do you see how we can
alleviate your concern? Great! Are you ready to move forward?”
Following is an example of a completed “budget” Objection/Response argument using the
four-step approach outlined above.
Poll your sales team to identify common objections and determine effective responses used
by your top representatives. Complete this exercise and provide this tool to all your sales

2. people, especially new recruits, and share knowledge across your enterprise.
Objection/Response – “I don’t have budget…”
OBJECTION: the customer has not budgeted for your product/service and will have difficult
getting approval until the next fiscal period’s budget opens up.
RESPONSE:
Soften – “I certainly understand that budgets are very tight these days.”
Confirm – “So you are telling me that we need to build a very good case for this solution, or wait
until next year’s budget opens up before you can get approval?”
Respond – “If we can demonstrate enough value and build a sound business case, could room can
be found in your budget if we can solve your key problem?”
Close – “given that this solution can save you 10 hours of time which would cost your company
XYZ amount in salary alone, doesn’t it make sense to move forward?”
Objection/Response –
OBJECTION:
RESPONSE:
Soften –
Confirm –
Respond –
Close –

3. Objection/Response –
OBJECTION:
RESPONSE:
Soften –
Confirm –
Respond –
Close –
Objection/Response –
OBJECTION:
RESPONSE:
Soften –
Confirm –
Respond –
Close –