STEP STEP STEP ONE LISTEN TWO QUESTION THREE CUSHIONIt can be a real challenge to listen to When the client gives an objection, A cushion is a statement thatobjections. Most salespeople face you can perceive it in four ways: acknowledges that you listened tothe 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. WhenWe generally think we know what • What you hear a buyer states an objection, yourthe buyer is going to say, and we • What you interpret it to mean first action should be to cushion theoften 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 respondinglisten 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 whattime to slow down the sales process, the concern really is. Be careful not Objection: Your price is considerablylisten 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 concernview. 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 withYour 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 keeprelationship 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’sHowever, one of the best ways to take a moment to evaluate whether or not Objection: I do not think we’rerespond 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 ExampleF Fact Does that make you feel moreE Exhibit comfortable about the lease payments?A AnalogyT Testimonial How does that sound?S Statistics Does that address your concern?