Answering Sales Objections


There are many ways of answering sales objections.
Let's take a look at one.

And as we do, keep in mind that the process of answering sales objections involves keeping the conversation going so that you can uncover the real objection (if the objection just expressed is not the real one) and to get the client to hear themselves stating their objections.

It then comes down to reframing their objection (if you still need to) and building the value of your solution.


Please also remember the list of “Things not to do” covered here.


One method of  Answering Sales Objections is the “Treated Question”

This can be used for almost any objection. 

The purpose is to turn the objection into a question in your customers mind so you can keep the conversation going and if necessary answer the objection. 


You often lead into this with the Agreement Frame. 
(covered in my book … Overcoming Sales Objections …  which you can buy here

It’s important to bridge into this “question” by using the format that follows below.



“I appreciate that our product is imported and you are concerned about lead times for availability of spares and that brings up a question. 

The question is, “What is our guaranteed delivery time on spares?” 

“Is that the question?””


Note: At this point it’s important that they acknowledge that it is the question.


The prospect may respond with 

“No, the real question is ….”


Either way you are still holding a conversation with them and you have opportunity to build the value of your offer.  


If the prospect responds with,

“Yes, that’s it, what is your guaranteed delivery time and how exactly do you guarantee it?”


You next response could be, to either state your guaranteed delivery time or to ask,

“What delivery time would you be comfortable with?”

Or maybe even,

“Maybe we could come to an agreement to hold some stock for you so that your spares are just across town?”


And as this dialogue is going on take every opportunity to remind them of all the SPECIFIC benefits your solution offers to THEM.


"Just ...Suppose"

Part of selling is controlling the thoughts that your prospect has in his or her mind.



This is why converting an objection into a question is a useful objection handling technique, because the minute you ask a question that prospect’s mind is focusing on trying to find an answer. 

So by asking certain questions you get the prospect to create internal representations about using your product or service.

"Just suppose..."
is pretty easy to use and is a very powerful form of question, and you will find it extremely useful in having your clients create positive internal representations.

Your client might say, "I couldn't agree to pay the extra price for you to hold stocks."

Using the agreement frame (as before) , you say,

"I APPRECIATE that you think you couldn't, and JUST SUPPOSE you did, BECAUSE I know that you want your business to have the security of locally available spare parts"

"JUST SUPPOSE..” is quite innocuous. It just sort of sneaks into your client's brain, and causes him to make the internal representation that you want.

For example,

"JUST SUPPOSE for a moment that you can have our service, now. How would you use it?"

If you don't like it you could explore other ways of answering sales objections.

Here's to YourSalesSuccess.