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Although a guaranteed part of any
sales work, objections can be frustrating
and deflating. The reality is that you will
encounter sales objections almost every
day when selling. The right knowledge,
however, is a tremendous asset in
their needs and
interest. And, if
you have done
rapport and the
trust necessary, the amount of objections
with the client should be manageable and
At this point, what you want to do is to
redirect an objection. This is the opposite
of overcoming one. Don’t try to meet an
advertiser’s objection head-on. You want
to take the objection in a new direction
and steer it away from confrontation.
You are not changing their mind; you are
guiding them with new knowledge. By
doing so, almost any objection can be
redirected into an opportunity.
When you encounter an objection,
listen carefully to the objection being
raised. Oftentimes objections can be
broken down into distinct categories. This
will help you have a better understanding
of the objection. Thus, you will know how
to address the objection properly. An
objection usually falls into one of three
1. A misunderstanding could be
the information that a prospect has
received from others, such as co-workers
or the competition. To uncover a
misunderstanding it may require some
extra questioning. The prospect may not
want to share the complete story. They
may have made up their mind, based on
a misunderstanding, and then not share
it with you. . Ask why he or she may feel
the way they do about your proposal.
Look for the signs of a misunderstanding.
There could be clues such as a prospect
saying, “I am not sure,” or, “I don’t
know.” These often indicate there is
a misunderstanding. If you haven’t
established the trust that I mentioned, this
will take some effort to correct. Here is
where product knowledge and confidence
in your abilities becomes paramount. You
may have to go back over areas that you
have already covered. It may be that you
haven’t explained yourself clearly.
2. A misinterpretation could result
from a disconnect in something you said
or perhaps something in your marketing
materials. Misinterpretations arise all
the time. You want to be direct in your
discussions and presentations in order
to discourage misinterpretations. Look
for clues when a prospect appears to
have a disconnect in their expectations
versus what you have presented them.
Misinterpretations can be resolved with
probing questions. Go back over some
of the questions you used in your needs
analysis and make sure that you have
clarified key points in your proposal.
3. A valid objection may be a capability
that you don’t have. You want to find out
if this is a deal breaker by asking ‘if this
is something that the prospect or client
must have’ as opposed to something that
would be ‘nice’ to have.’ At this point,
you need to find out if your proposal
is effective enough. If you have made
the effort to understand your client’s
business and needs and even their
unseen needs you
can avoid walking
into this kind of
objection is valid
because you have not
put together a strong
enough proposal that
will leverage other
channels to reach the
So, there are three things to keep in
mind when dealing with objections.
1. Recognize your prospect or
client’s comments by acknowledging
their opinion and then responding with
2. Ask questions about their opinions
to find ways to address them.
3. Restate the client’s objection.
Reduce its impact by saying it aloud.
Finally, always be prepared for
what customers will
say and be ready
to respond. Keep a
log of objections so
that you can study
these for appropriate
each situation will be
a little different, it is
important not to use
The ability to guide someone around
the obstacle of an objection requires
subtle changes in questioning and
responses. The more information you
have the better you will be able to deal
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Don’t Overcome - Redirect
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You want to take the
objection in a new
direction and steer it away from
confrontation. You are not
changing their mind; you are
guiding them with new
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