Objections

Objection Handling

Objection Handling Jonathan Poland

Objection handling is the practice of addressing and overcoming concerns or hesitations that customers may have about making a purchase. When a customer expresses an objection, they may be seeking additional information or reassurance, or they may be trying to negotiate a better deal. The goal of objection handling is to reduce the customer’s concerns and move them closer to making a purchase. This may involve providing additional information, addressing specific concerns, or addressing underlying objections. By effectively handling objections, salespeople can help convert interested prospects into paying customers.

Anticipating objections is a strategy that involves predicting the concerns or objections that people may have to a proposal and planning a response in advance. In some cases, this strategy may involve framing a proposal in a way that is likely to generate an objection that is easy to overcome. For example, a salesperson might pitch a product or service at a high price, knowing that the customer is likely to object to the cost. The salesperson can then offer a discount or other concession to address the objection and make the customer feel like they have successfully negotiated a better deal. The goal of anticipating objections is to increase the chances of closing a sale by addressing potential concerns before they become roadblocks.

The following are common objection handling techniques.

Sales Objections

Sales Objections Jonathan Poland

A sales objection is a concern or hesitation that a customer has about making a purchase. Identifying and addressing these objections is an important part of the sales process. Common objections may relate to the price, features, quality, or risks associated with a product or service. Salespeople can address these objections by providing additional information or reassurance, or by challenging the customer’s assumptions. By understanding and responding to objections, salespeople can help overcome obstacles and move closer to making a sale. The following are examples of common sales objections.

Price
A customer is concerned that an electric car is beyond her budget. The salesperson runs a calculation of how much she will save on gasoline over the course of the lease.

Features
During a sales pitch for a software product, an engineer on the customer side points out that the product doesn’t integrate out of the box with other products the customer uses. The sales engineer discusses the features of the product that allow for quick custom integration.

Quality
A customer for a corporate telecom services contract points out that he has had bad experiences with the speed of the carrier’s network. The salesperson directly disagrees with the customer and points to recent hardware upgrades across the network.

Risks
A customer considering a real estate purchase as an investment expresses a concern that the property could drop in value. The sales agent simply agrees that this is a risk and moves on.

Uncertainty
A customer for business software offered by a small company points out that she has never done a deal with such a small firm. The salesperson points to the company’s client list that includes a number of large reputable firms.

Excuses
A customer does a test drive of a sports car and then says they are concerned about the car’s safety record. The salesperson senses that the customer isn’t seriously considering a purchase and cuts the conversation short by politely offering their business card and wrapping up.

Bogey
A customer for solar panels claims that she is concerned about the aesthetics of the panels during price negotiations. The salesperson senses that this is a bogey and calls the customers bluff by saying that aesthetics are important and she shouldn’t buy if she doesn’t feel comfortable. The salesperson then states that the price is as low as it can go.

Learn More…

Life Skills Jonathan Poland

Life Skills

Life skills are essential abilities that enable individuals to navigate the complexities…

Marketing Costs Jonathan Poland

Marketing Costs

Marketing costs are expenses that are related to promoting and selling products…

Customer Analysis Jonathan Poland

Customer Analysis

Customer analysis involves systematically examining and understanding the characteristics, needs, motivations, and…

Sales Development Jonathan Poland

Sales Development

Sales development is a crucial part of the sales process that involves…

Cost Performance Index Jonathan Poland

Cost Performance Index

Cost Performance Index (CPI) is a project management metric that measures the…

Autonomous System Jonathan Poland

Autonomous System

An autonomous system is a system that is capable of functioning independently,…

Price Optimization Jonathan Poland

Price Optimization

Price optimization is the process of using data and analytical methods to…

Alliance Marketing Jonathan Poland

Alliance Marketing

Alliance marketing refers to a strategic partnership between two or more organizations…

Digital Channels Jonathan Poland

Digital Channels

A digital channel is a means of distributing or selling products or…

Jonathan Poland © 2023

Search the Database

Over 1,000 posts on topics ranging from strategy to operations, innovation to finance, technology to risk and much more…

Employability Jonathan Poland

Employability

Employability refers to the value that an employee brings to an employer.…

Market Fit Jonathan Poland

Market Fit

Market fit refers to the extent to which a product or service…

Knowledge Capital Jonathan Poland

Knowledge Capital

Knowledge capital refers to the resources and capabilities that enable a nation,…

Cash Flow Statement Jonathan Poland

Cash Flow Statement

The cash flow statement is a financial statement that shows the inflows…

Data Breach Jonathan Poland

Data Breach

A data breach is a security incident in which sensitive, protected, or…

Embedded System Jonathan Poland

Embedded System

An embedded system is a specialized computer designed to perform a specific…

Data Architecture Jonathan Poland

Data Architecture

Data architecture refers to the principles, structures, standards, controls, models, transformations, interfaces,…

Cost of Capital Jonathan Poland

Cost of Capital

The cost of capital is the required rate of return that a…

Product-as-a-Service Jonathan Poland

Product-as-a-Service

The Product-as-a-Service business model involves offering a service in areas that were…