How to Turn an Objection into a Sale

By Jeremy Blake on September 26, 2017

What is an Objection? How Do You Overcome Them and Increase Your Sales Conversions?

What’s the difference between a complaint and an objection?

You only get to make a complaint when you have bought it.

An objection is a reason against buying, a concern - true or otherwise.

The world’s most common objection is ‘that’s too expensive.”

The consumer or business buyer may not say those exact words. In my time I’ve heard everything from, “you are having a laugh, that is outrageous to charge that,” via, “you lot really do charge west end rates don’t you!”, with my personal favourite being – “You are going to have to plane a bit off the top end.”

Where Does This Objection Come From?

Do they really think it is too expensive? Could it be that they must check with their partner but don’t wish to tell you? Very often an objection is a belief that the bank of the seller is going to be the real winner and is getting paid more than they believe the product or service is worth. So, the scales are tipped in your favour.

An objection is also fear. Fear of having to commit, decide and be able to not only see the money mentally leave their account but also physically. “Gosh, I’m really doing this, my account will be lighter or my credit card will be heavier.”

Your role isn’t to fight the objection or to tell them their current thinking is skewed and to let them know how silly or insane they are not to go ahead. What you need to do is give them a metaphorical cup of sugary tea, just as you would for someone in shock.

Let the objection breathe.

How to Become an Empathetic Objection Handler

If the only person’s behaviour you can change is your own, then it should only be your behaviour that we need to concern ourselves with. If you feel, think and behave differently when you receive your objection you will be able to change their feeling, their thinking and alter the outcome and still win the sale.

Here’s a long form objection method simplified in 6 Steps.

Develop your own language around each step.

  1. Listen intently to the objection they raise.
  2. Let them know you understand what has made them say that and repeat their objection back to them in their words.
  3. See if they stick with it or modify the objection.
  4. Ask what other concerns they have.
  5. Get permission to prove your recommendation is sound.
  6. Explain what made them want the product or service in the first place and how it helps them far more than it help you, and close the sale…