1. Chapter 8
Handling
Objections

2. So…So What?
• Introduction to • Prepared to enter a
handling objections sales job upon
o Discussion graduation
• Types of objections o Understand your client
o Practice techniques
• Techniques for o Attitude and behavior
handling objections
o Group exercise
• Recap and wrap up

4. Objection Objectives
• What is an objection?
• Why do customers
object?
• Techniques to
overcome objections
• Attitude and behavior
of sales associates

5. Sales Objection… what is
it?
Definition: An expression of buyer concern
Rather than argue for a point when an objection is
raised, a salesperson can be more successful by
listening, or probing, to find out why it is an objection.

6. A Sales Objection is
NOT…
TI ON
•
an Argument
Cannot force a need REJ EC
upon an organization
• People are emotional • According to the Sales
and subjective Career Training Institute's
ongoing surveys regarding
sales objections, rejection by
prospects is the number one
fear - and therefore, the
number one de-motivator
of salespeople across all
industries.

7. Three Reasons Behind
Objections
1. Objections may occur because the prospect is
ready to buy but wants to confirm the purchase
decision with another decision-maker, get a better
deal or otherwise stall you in order to meet their
own objectives.
2. Objections may occur because the prospect has
doubts, fears or unanswered questions about your
product, service or you as a salesperson.
3. Objections may occur simply because the
prospect does not want to buy.

8. Finding the right contact
“Mr. Smith handles all of our events”
“I’m not interested in sales people”
“What’s in it for me?”
“I’m not the decision maker”
“I’ll think it over”

9. 1
2

10. Type in company name here

13. The unknown
“the risk is too great”
“what are you offering?”
“I don’t have enough time to figure out the details”
“Isn’t your hotel under renovation?”
“Wasn’t your restaurant closed for health violations?”

14. ASK Questions and
Qualify Feedback
• Have I explained myself • Don’t try to deal with
clearly? the objection until you
• Do you have any other fully understand it.
questions before we
move on?
• Is that the only reason
you are not buying?
• Does this satisfy your
concern regarding…?

15. It’s not for me
“It’s too expensive”
“I don’t like your hotel/location”
“My boss doesn’t like your brand”
“You don’t offer free parking/free breakfast”
“Your customer service is awful”

16. Overcoming Objections
1. Listen
o Do not interrupt the prospect
1. Check for
understanding
2. Remain positive
3. Empathize
4. Provide evidence and
convince buyer

17. Step 1
• LISTEN to what the buyer has to say.
• Make sure not to interrupt even if they buyer is
complaining about something you immediately
know how to resolve.

18. Step 2
• Make sure you
CHECK to see if
you understand
exactly what the
problem is.
• Repeat what they
said if necessary
and conform what
the issue is (active
listening).

19. Step 3
• REMAIN POSITIVE.
Make sure not to
argue with the
customer but simply
make a positive
statement.
• Make sure to fully
understand a
complaint before you
try and resolve it.

20. Step 4
• EMPATHIZE with your customer.
• Let the customer know his/her complaint is very
valid and that he/she is not the only one to
object to a similar issue.

21. Step 5
• PROVIDE EVIDENCE and CONVINCE your customer
that his/her complaint can be resolved.
• This stage is the most important
• Each complaint requires a unique solution
• Some complaints could be masking something else the buyer
doesn’t like.
• Offering discounts or providing proof are different possible ways
of convincing your customer to make a purchase.

22. Step 6
• After trying to resolve
the customer complaint
it’s time to MOVE BACK
to your work in progress.
• You are first and
foremost trying to sell
your product.
• Resolving a complaint
doesn’t guarantee a
purchase

23. A comfortable work
A place to connect environment
A refreshed morning night’s sleep
A great

24. Sell the benefit, not the
feature:
A great night’s sleep
A comfortable work environment
If there is no A place to connect
Where big ideas come together
A refreshed morning
A great start to the day Then there is no

25. Attitude and Behavior
• Empathy • Stay Positive
o Acknowledge your o Objections WILL come
customers concerns up, don’t overreact to
o “I can understand them
how you feel” or “I’m o You can WIN the
glad you brought that argument but LOSE
up” the sale
o Practice Emotional o Get the customer in a
Intelligence “yes” frame of mind
o *** this does not mean
you have to agree***

26. Make the Commitment
• Ask the prospect
to commit to
something
o Make an
appointment to
visit with them in
person
o Book the business!