Handling Customer
Objections
Step 5 of the Sellling Process
What is an Objection
A point of difference between the customer and
the sales person that may prevent an agreement
to purchase
Objections are a natural part of the sales process
Objections show that the customer is interested and
considering purchasing the product
Objections should be expected and welcomed by the
sales person
Objections lead the sale toward closing
Objections are merely customer doubts and questions
Objection vs. Excuse
An objection is a sincere concern on the
part of the customer
An excuse is an insincere reason given by
a customer to cover up a valid concern
Example: “This product looks too
complicated.”
What they really mean is “this product is too
expensive” or “I don’t understand how to use
this product”.
Types of Objections
PRICE – customer thinks that the product
is too expensive or is not worth the price
Most common objection
Often the customer does not understand the
price
Handle the objection by
Stressquality, durability, & performance
Show product features & benefits
Promise prestige
Types of Objections (continued)
PRODUCT – customer has concerns with
some aspect of the product, such as
Quality
Features
Brand
Color, size, style, or model
Required service
Types of Objections (continued)
COMPANY – customer has concerns about the
product manufacturer or the store selling a
product/service, such as
Store location
Store sales people
Store policies
Store image
Store services
Previous experience with store or product
manufacturer
Types of Objections (continued)
NEED – customer is not sure that they
really need the product
Need vs. want conflict
Conflict of needs – customer is not sure which
need is most important or which
feature/benefit is most important
Example – “Should I spend more to get a better
quality product, or save money and buy the less
expensive item?”
Types of Objections (continued)
TIME – customer is not sure when they
would like to purchase the product.
Product might be out of season
Customer wants to wait for a sale
Customer may not have resources to
purchase the item
Customer may have a fear of buying
decisions (buyers remorse)
Types of Objections (continued)
QUANTITY – customer may not want to
buy because of required accessories or
supplies needed for the product
Required complementary or accessory
products are necessary to use the item
Bindings for skis or snowboard
Stereo receiver for DVD player
Supplies for printer or copier
Name that Objection
“If I buy a season pass, I’ll have to pay to rent
skis every time I want to go skiing”.
“I’m not sure I should buy a new car; my old car
still runs well”.
“I hate waiting in line at Carl’s Junior”.
“Are you sure that these shoes are as good as
Nike?”
“I know that that jacket is on sale, but it’s
August”.
“Why is Under Armour so expensive?”
Methods of Handling Objections
Yes, but . . . – agree with the customer
and then provide information to overcome
the objection.
Objection: Gosh, this seems expensive!
Response: Yes it is expensive, but that’s
because it is made with quality materials that
are made to last for years to come.
Methods of Handling Objections
Toss It Back (Boomerang) – use the
objection as a selling point.
Objection: This ski binding seems very light
weight. Is it durable?
Response: That’s exactly what you want in a
ski binding. The materials used to make the
binding are light weight but also very durable,
which makes it a great binding for moguls and
quick turns.
Methods of Handling Objections
Deny It (Direct Denial) – provide correct
information to the customer when they are
mistaken about a product feature.
Objection: I’ve heard running is bad for your
knees. Why would I buy running shoes?
Response: Actually, an exercise program that
includes running can strengthen your legs and
knees, as long as you gradually increase the
amount of running you do.
Methods of Handling Objections
Point-Counterpoint (Superior Point) – agree with
a valid point made by the customer and then
offer an equal or superior point.
Objection: This smaller laptop computer does not do
as much as a full sized one.
Response: You’re right, it does not have as many
functions as a full sized laptop. However, the smaller
laptop is great for students that only need a computer
for typing papers, answering email, and using the
internet. Its compact size is ideal for carrying it
around a college campus in a backpack.
Methods of Handling Objections
Inquiry (Question) – by asking the customer a question,
the sales person encourages the customer to answer
their own objection.
Objection: This snow thrower is very expensive.
Response: How much snow do you typically receive
where you live?
Customer: We live out east of town and often have 2 foot
deep drifts.
Sales Person: A smaller, less expensive snow thrower
won’t be able to handle 2 foot drifts in a single pass, which
means it will take you longer to clear your driveway.
Additionally, by overloading a smaller machine it won’t last
as long and you’ll have to replace it sooner, which will be
more expensive in the long run.
Methods of Handling Objections
Show ‘Em (Demonstration) – answer the
objection by showing the customer the
product or feature.
Objection: This Blackberry cell phone looks
way too complicated for me to use.
Response: Once you use it a few times, you’ll
wonder how you got along for so long without
your Blackberry. Here, let me show you how
simple it is to answer an email.
Example
Methods of Handling Objections
Testimonial (3rd Party) – answer the
objection by using a neutral third party as
an example.
Objection: I’m not sure if I want to buy a snow
board. It looks too difficult.
Response: My Dad felt the same way before
he learned to board. However, after only one
day of trying, he was able to make it down a
green run without falling. Now he boards all
the time and loves it!
Methods of Handling Objections
Try It – allow the customer to try the
product as a means of answering their
objection.
Objection: These cowboy boots don’t look
very comfortable.
Response: The high quality leather used in
these cowboy boots make them very
comfortable. Would you like to try them on to
see how comfortable they really are?
Procedures for Handling Objections
Listen carefully and don’t interrupt
Pause before responding, rather than
immediately firing back a response
Empathize with the customer
Restate their objection to check understanding, if
necessary
Avoid arguing and remain calm, courteous
Turn objections into selling points, if possible
Answer honestly
Assignment
For each product, write 2 objections and 1
response. Use each type of objection and
each method for handling objections at least
once. For each objection and response,
identify the type or method used.
1. Snow board
2. Camping tent
3. Necklace
4. Laptop computer
5. Pick up truck
6. Washing machine
