How to Seize a Buying Opportunity

Objection Handling

Objective: To establish a systematic approach to overcoming objections whereby salespeople learn how to effectively respond to a prospect’s verbal and non-verbal expression of emotion in the buying process.

Objection: A buying signal in which emotions are expressed in an effort to provide an opportunity to be overcome

People buy on emotion. Whether they are introverts or extroverts is immaterial, if emotions are not expressed, no purchase will be made. Just because not all people are vocal about their feelings does not mean they do not have them. It is the job of the salesperson to uncovering those emotions. But too often salespeople neglect to differentiate from emotions being uncovered to thoughts being expressed aloud.

Think of your own buying habits. When you’ve made a purchase, if you have not done so from the get go, but were waffling. What role did the salesperson play in that? It’s probably much larger than you think- consciously or subconsciously.

For instance, is there anything more annoying than when you say you are concerned about whether the service can be delivered and the salesperson lowers the price? Does that really entice you more to buy it? Or when the salesperson confuses you by answering a question you never asked?  Objections happen in every step of the sales process. You must know how to address them.

In “Overcoming Objections, ” Todd outlines the step-by-step of process to objection handling. Todd answers the following questions:

  • What is an objection?
  • Why do people object?
  • How do prospects think out loud?
  • How do you incorporate the PREPPS method of overcoming objections?
  • How do you differentiate between a statement, an objection, and a deal breaker?
  • What are real objections versus salesperson objections?
  • What is the role of silence in handling objections?
  • How do your own buying habits correlate with your ability to overcome objections of others?
  • What are the Top 10 Objections your salespeople find?
  • What tools do you use, other than words to overcome objections?

Handouts: Objection Handling Script, Your Top 10 Objections, Role Plays

The training was excellent. A 10! You really nailed the skill level of your group. You kept things basic, non-threatening, and, most importantly, very doable. The training was completely pertinent in all parts of my job. Having specific tools to connect with other people is key. It’s good to have interpersonal skills to put with technical skills.
— Sally Richards, Massage Therapist, Tyler Wellness
It produced a different mindset. Objections offer opportunity. I will be prepared for any and all objections—hopefully.
— Dee Obstfeldt, Account Manager, The Incentive Group, Oak Brook, IL
I wanted to take an opportunity to thank you for the training you gave to the Staff of the Center for Health & Human Performance at the Jewish Community Center. The training session not only gave our staff the tools necessary to sell our programs, but it went way beyond by providing skills and techniques to help fully enhance the member experience when they come to our CENTER!

I know your program has already been helpful to our staff. I myself, as well as other staff, have used the strategies you taught us when resolving issues with members. I have been following up with my staff to encourage them to become approachable to the 1/3 of the population who needs and wants our services and programs. Your comments are completely accurate when you say that ‘Customers do not care how much you know until they know how much you care.
— Dan Laughlin, Asst. Director. - Fitness Services, Jewish Community Center of Greater Kansas City, Leawood, KS