Sales Effectiveness:
Overcoming Objections
eBookdalecarnegie.com

eBookdalecarnegie.com

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 withpositive, 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.

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Listen

Question

CushionRespond

EvaluateeBookdalecarnegie.com

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It can be a real challenge to really listen toobjections. Most salespeople face the same
handful of objections, and we tend to hearthem all the time. We generally think weknow what the buyer is going to say, and weoften know how we will respond. This createsa tendency to listen halfway through andjump in to respond. This is an important timeto slow down the sales process, listen forunderstanding and see objections from thebuyer’s point of view

When the client gives an objection, it can beperceived in four ways:••••

What they say
What we hear
What we interpret it to mean
What they really mean

It is critical that, before responding to theclient’s concern, both the salesperson
and the client clearly understand what theconcern really is. Be careful not to interpretthe objection, because our response might
be off target if our interpretation is incorrect3

A cushion is a statement that acknowledges
that we listened to the prospect, heard theobjection and recognized it’s importance.
When a buyer states an objection, our firstaction should be to cushion the objection. Acushion does not agree, disagree, or answer
the objection.

4DEFEATS

Examples of Cushions:Objection: Your price is considerably higher
than I expected.
Cushion: I appreciate your concern about
the investment.
Objection: I am happy with my current
provider.
Cushion: I’m sure your current provider has
been satisfactory.
Objection: My staff is happy with the process
they are using now.
Cushion: Certainly you want to keep yourstaff happy.
Objection: I do not think we’re ready to makea change at this time.
Cushion: I know you want to make the rightdecision at the right time.

Your response is determined by a great
many of factors including relationship,related interests and buying perspective.
However, one of the best way to respondto objections is evidence. Evidence
DEFEATS doubts.

5Demonstration
ExampleFactExhibit
Analogy
Testimonial
Statistics

We may think that we have done a terrificjob of resolving the buyer’s objection.
However, it is what the buyer feels thatis important. Before moving ahead, let’s
take a moment 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?

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