The Best Words To Use When Faced With Sales Objections

Written by Sean McPheat | Linkedin thumb

Objections We Can HelpObjections to your proposal can occur at any time in the sales process.

They can come early, when you are initially discussing ideas; they can come late, when you are just about to conclude the discussions.

Whenever they occur, you need to be confident in your approach and recognise that any objection is not a definitive ‘no’.

It can be a request for more information, or a clarification on a specific point.

Whatever the objection, I believe there are some words you can use that will help you initially deal with it.

I’m not suggesting you script it, but these words should prove beneficial when facing up to an objection when it initially crops up.

These words, or ones very similar to them, should help you isolate and specify exactly what is concerning the buyer at the point of discussion:

“I can understand why you might say that, Mr Buyer. Is there anything else that might be causing you concern at the moment?”

Their answer will show you one of a number of things:

  • It will cut down any negative vibes the buyer may have
  • It will convince them that you have their interests at heart
  • It will uncover any other issues the buyer may have
  • It will show that you take their concerns seriously

So, let’s have a look at some objections and see how this response would work:

Buyer “You’re too expensive”

You “OK, I can appreciate why you may say that. Is there anything other than price that is concerning you?”

Buyer “Well, no, it’s just that I hadn’t budgeted that much”

You “ Well, let me go through again what the price includes”

You have isolated the concern here and showed the buyer what you are going to do next.

Try this one:

Buyer “I need to talk to my boss/wife/accountant/team about it”

You “I can understand that. Is there anything else other than talking to them that you are concerned about?”:

Buyer “I don’t think so, but I still need to talk to them”

You “May I ask what specifically you need to talk to them about?”

This shows you there are no other concerns and you are going to help them deal with the situation.

And this one:

Buyer “ I want to think about it before deciding”

You “ Of course, I understand why you may say that. I there anything else that might be concerning you at the moment?”

Buyer “ No, but I’d like some time to think it through”

You “ I understand. What timeframe might you need to be convinced you’re making the right choice?”

Do you see what you’re doing on each of these occasions?

Yes, you’re isolating each concern and identifying the next step after you’ve seen if there’s anything else that might be holding them back.

You create a bridge by saying you understand their concern, and then you allow them to determine if this is the only reason for deliberating.

By saying these two sentences, you don’t put any pressure on the buyer; instead, you show them that you are interested in helping them overcome their concerns or fears and you build on what they have said.

This will give you then the opportunity to deal with the objections and help clarify the matter with the buyer before moving on.

Happy Selling!


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of Big Stock Photo

450 sales questions free report

Originally published: 3 January, 2018

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