By Dale Carnegie Staff

Nearly every sale involves objections. These issues are a natural part of the sales dialogue. They must be overcome before a buying decision can be made. Often, we make the mistake of “handling” objections in a way that turns buyers off. Resolving objections effectively is a process that involves attentive listening along with positive, factual responses to buyers’ real concerns.

Prospective clients’ objections aren’t always rational, but that doesn’t make them less valid. We must respond to customers’ emotional needs – as well as the rational ones – if we want to build trusting, long-term customer relationships.

Handling objections is a five-step process that demands our full attention. Objections can balloon out of control if not resolved effectively. To resolve that objection that has been raised, consider these steps:

• Listen   
• Cushion
• Question   
• Respond   
• Evaluate

LISTEN

It can be difficult to really listen to objections. Most salespeople face the same handful of objections again and again – we hear them all the time. We often think we know what the buyer is going to say before they say it, and we’ve already decided how we will respond. We may listen half-heartedly or even interrupt. Instead, this is an important time to slow down, listen with the goal of truly understanding and see objections from the buyer’s point of view.

When the client gives an objection, it can be perceived in four ways:

•    What they say

•    What we hear

•    What we interpret it to mean

•    What they really mean

When the buyer has fully explained the issue, then and only then, do we speak up. What we say next determines if we are in an argument or in a discussion.

CUSHION 

A cushion is a statement that acknowledges we’ve truly heard the prospective client – that we’ve listened carefully to their objection and recognized its importance. Once a buyer states an objection, our first action should be to reply with a cushion, which does not agree, disagree, or answer the objection. The cushion simply acknowledges that we have listened for understanding. 

Examples of Cushion Statements:

Objection: Your price is considerably higher than I expected.
Cushion: Your concern about the investment sounds very important.

Objection: I am happy with my current provider.
Cushion: Having great vendors is very important.

Objection: My staff is happy with the process they are using now.
Cushion: Using a good process is very important.

Objection: I do not think we’re ready to make a change at this time.
Cushion: It’s important that you make the right decision at the right time.

QUESTION

Before responding to the client’s concern, it’s critical that both the salesperson and the client clearly understand what the concern really is. Be careful not to interpret the objection or make assumptions, because your response may be off target if that interpretation is incorrect. Clarify that you understand there is an objection with a simple question, such as, “How do you determine your budget for projects such as this one?” Or, “What qualities do you look for in your vendors?” Or a statement such as, “Tell me more about how your process works for you now.” And again, “What might be the advantages to changing at this time?”

 Continue questioning until the issue is laid fully bare before you both. Now it’s time to:

RESPOND

Your actual response to the objection will be determined by many factors. Many find that one of the best ways to respond to objections is by presenting evidence that your solution takes the objection into consideration. Choosing one of the following methods should produce the desired results of answering the objection.

Evidence DEFEATS doubts.

D    Demonstration
E    Example
F    Fact
E    Exhibit
A    Analogy
T    Testimonial
S    Statistics

EVALUATE

We may think we’ve done a terrific job resolving the buyer’s objection, but it’s what the buyer feels that matters. Before continuing the sales process, take time to evaluate whether or not the buyer is ready to move forward toward a commitment.

Examples:
– Does that make you feel more comfortable about the lease payments?
– How does that sound?
– Does that address your concern?

Overcoming objections is a process that we all should learn whether we are in sales or not. Taking our time with the buyer at this juncture in the sales process will net better results.

About the Editor:

Robert Graves, DCT, MBA, is a Dale Carnegie Certified Trainer for Rick Gallegos and Associates. His focus is Relationship Sales. He is the author of “Making More Money with Technology.” He often speaks on the evolution of Marketing, Sales and Service. Robert can be reached at robert.graves@dalecarnegie.com or call/text 813-966-3058.

About Dale Carnegie:

Dale Carnegie is a global training and development organization specializing in leadership, communication, human relations, and sales training solutions. More than 9 million people around the world have graduated from Dale Carnegie training since it was founded in 1912. Dale Carnegie Training can help an organization build effective interpersonal skills that generate the positive emotions essential to a productive work environment and that lead to increased employee engagement.