Sales Effectiveness:

Overcoming Objections
eBook

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Sales Effectiveness: Overcoming Objections

It is likely in any selling situation that obstacles will have to be overcome
before a buying decision is made. Often, we make the mistake of “handling”
objections in such a way that the buyer is turned off. Resolving objections
effectively is a process that involves careful, sensitive listening along with
positive, factual responses to buyer concerns.

We must understand that buyer objections are not always rational.

Objections are often totally emotional. We must respond to customers’
emotional needs, along with the obstacles preventing them from buying, if
we want to build long-term relationships.

1 2 3 4 5
Listen Question Cushion Respond Evaluate
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1 3 4
It can be a real challenge to really listen to A cushion is a statement that acknowledges Your response is determined by a great
objections. Most salespeople face the same that we listened to the prospect, heard the many of factors including relationship,
handful of objections, and we tend to hear objection and recognized it’s importance. related interests and buying perspective.
them all the time. We generally think we When a buyer states an objection, our first However, one of the best way to respond
know what the buyer is going to say, and we action should be to cushion the objection. A to objections is evidence. Evidence
often know how we will respond. This creates cushion does not agree, disagree, or answer DEFEATS doubts.
a tendency to listen halfway through and the objection.
jump in to respond. This is an important time D Demonstration
to slow down the sales process, listen for Examples of Cushions:
E Example
understanding and see objections from the
buyer’s point of view Objection: Your price is considerably higher F Fact
than I expected. E Exhibit

2
Cushion: I appreciate your concern about A Analogy
When the client gives an objection, it can be the investment. T Testimonial
perceived in four ways:
Objection: I am happy with my current
S Statistics
• What they say provider.

5
• What we hear Cushion: I’m sure your current provider has
We may think that we have done a terrific
• What we interpret it to mean been satisfactory.
job of resolving the buyer’s objection.
• What they really mean
However, it is what the buyer feels that
Objection: My staff is happy with the process
is important. Before moving ahead, let’s
It is critical that, before responding to the they are using now.
take a moment to evaluate whether or
client’s concern, both the salesperson Cushion: Certainly you want to keep your
not the buyer is ready to move forward
and the client clearly understand what the staff happy.
toward a commitment.
concern really is. Be careful not to interpret
the objection, because our response might Objection: I do not think we’re ready to make
Examples:
be off target if our interpretation is incorrect a change at this time.
Does that make you feel more
Cushion: I know you want to make the right
comfortable about the lease payments?
decision at the right time.

How does that sound?

Does that address your concern?

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