There Are Really Only TWO Sales Objections In The Whole World

Written by Sean McPheat | Linkedin thumb

I imagine the title of this piece not only grabbed your attention, but also caused a bit of confusion or even shock. First, let me clarify exactly what I am saying.globe illustration

There are only TWO objections that exist. That’s all; just two. They come disguised as dozens of other issues and appear to be tons of objections. My contention however is that there are but two real objections, and understanding this will help you close more sales today.

The Concept
Please understand that I am not trying to raise a big debate on this issue. I just want to help you see things from a slightly different point of view. To help explain, I will use the following analogy, although it is not a perfect one.

You have a visit with your doctor. Perhaps you are ill, or have even just gone for a preventive check-up. In either case, the physician performs a thorough examination. The doctor then diagnoses problem, if is there is one. Finally, the doctor prescribes a treatment plan to solve the problem and cure the illness.

The Objections
Now, think about this question: What reason can there be for you to object to the doctor’s prescribed solution? Why would you reject the doctor’s treatment? As many ideas may come to mind, if you look carefully, there are really only two reasons:

1. You do not totally agree with the doctor’s diagnosis or
2. You do not agree with the doctor’s prescribed solution or some combination of the two.

Trust: You might say that the reason you object is that you do not trust the doctor. Ok. That means that you do not trust his or her diagnosis. You do not believe the doctor is qualified and therefore the diagnosis is suspect.

Price: Perhaps it is a “price” objection as you feel the doctor’s remedy is too expensive or time consuming. You do not believe the prescription is the best one. Once again, you do not agree with the prescription.

Urgency: You object because you would rather wait as you do not feel the situation is as urgent as the doctor claims. Again, you do not believe in the diagnosis.

Sales Objections
Of all the objections you may get, if you drill down, you will see that they fit into one of two categories:

1. The prospect does not fully believe in your diagnosis of their problem/need or
2. The prospect does not believe in the solution to the problem/need

More Disguises
Competition: The prospect objects, due to the competition or that they are happy with their current supplier. In such a case, the prospect does not believe that they are better off with you. They do not believe that they will suffer or have a problem without you—they do not believe in your diagnosis.

On the other hand, with a competition objection the prospect may believe in the problem and the value of the problem, yet does not feel that your solution will solve it, and therefore chooses to stay with the competitor.

Price: First, realise that a price objection is NEVER about price; it is about VALUE. The price objection clearly states that the prospect feels that your solution is not worth solving the problem. The buyer feels that the problem is simply not as bad, urgent or as costly as you claim and therefore the solution costs more than the problem. The prospect does not agree with the diagnosis.

The Real Point
Of course, I can go one for pages with all sorts of examples to prove this idea, but please understand that such is not the point. I am not trying to prove anything or get into debates on the issue.

My point is to get you to THINK more BEFORE you REACT. My point is to simplify some of the overly complex rhetoric out there and help you to see things more clearly.  Don’t be so quick to jump into that big book of canned rebuttals and off-pat answers to objections. Don’t be so quick to accept that price or economy objection, when the truth is that you just did not do your job.

Dealing with today’s modern buyer, you have to look below the surface, and more importantly, you have to look within!

Happy Selling


Sean McPheat

Sean McPheat
Managing Director

MTD Sales Training | Image courtesy of

450 sales questions free report

Originally published: 23 August, 2012

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