The best sale people understand that answering objections is a natural part of the sales process. The best way to answer an objection is before it is brought up by the prospect. Realize objections are actually healthy communication and that, when the client verbalizes an objection, a process to handle that objection is more effective than a razor-sharp response. 

This three part series is going to discuss that simple process to handle any objection:  Step 1 – Clarify, Step 2 – Validate, Step 3 – Isolate the Primary Objection.  

To begin, let us make sure that we are all on the same page as to how we perceive objection. Most of us, are in agreement that the majority of objections are because we have not explained our product or service effectively enough. It is completely our responsibility if the prospect does not understand why they need our product or service.

It takes a lot of inner strength to accept that responsibility. But when you do take that responsibility, you have total control over the sales process which in turn gives you control over the results.

Now, there are some folks out there that do not want that much control. There would rather be able to point their finger and blame the results on outside forces. This thought process imprisons them forever in situations and circumstances they have no control over. So, if we want to control our results and the burden of communication on our shoulders, then we must not only admit that to our selves, but we must also admit it to those who were communicating with in the sales process.

How we go by doing that is very simple. When someone throws you an objection, your first step is to validate that objection. This means that you let them know that they are bringing up a valid point, that their concern is legitimate and that you appreciate them asking. We do this by listening, actually listening, not formulating a response before they finish or trying to remembering the answer to that objection in our sales manual.

I think countless sales people get caught up in a verbal battle of wits, because they have a scripted answer to every possible objection memorized. That is fine if you want to debate with your prospect, but if you want to engage in a debate, just realize that will mean that someone will win and someone will loose. Even if you win the debate, you will most likely loose the sales.

To validate an objection, the first words out of your mouth then, should be ‘That is a great question,’ or ‘Good question Jane,’ or ‘I am glad you asked that.’ It is as simple as that and it must begin with you listening and sincerely welcoming the objection.

Those words will give the prospects the confidence to be honest with you, as they make their decision whether or not to do business with you. If they are made to feel silly or stupid when they ask a question, the chances of them asking another is very low and then, communication stops and everyone looses. When you validate their questions, aka objection, they feel secure about more asking questions. They also trust you more and are more willing to tell you the truth, the whole truth and nothing but the truth. Let them know that you are on their side.

When they understand that true communication can begin and you can move to our next step in the process – clarifying the objection. Stay tuned for tomorrow’s blog post.

Be Free!

Tom Weber
VP of Sales