Overcoming the False Objection

Overcoming objections is a way of life for a sales person. Many companies will provide their people with scripted responses to common objections... and that can be a good thing. When starting at a new firm, it's neither in yours or the company's best interests for you to re-invent the wheel. If someone else has already come up with a great way to handle objections, you should use it.

For many sales people, the abilty to discern between a real and a false objection will make the difference between making your sales quota easily or working much harder than you have to in order to make your numbers. The best way to do this is to recognize that you must take all objections seriously but remember that not all of them have any real value. Here are some examples:

My assistant is set in her ways. It would be just too much of a fight to get her to ______ (fill in your product/solution).

My husband won't let me do it.

I need to talk to my boss about it.

In all of these we need to make sure that these are 1) real objections and 2) we don't belittle a decision making process.   Often people come up what with handy all-purpose responses designed to get the sales person to back off.  The response may have nothing to do with why they are really objecting.

 In order to effectively handle these objections, break down your response into parts. First, treat the objection as if it were real. This means that you will listen, paraphrase and clarify the objection. For example, the woman who needs her husband's approval can be casually asked why he doesn't want you to do this.  "I respect that. Tell me, Sarah why would James prefer you not get involved with/ purchase this product/service?" This gives you the opportunity to learn more. Follow up as necessary.

Your gentle questioning should yield you enough information to make your case more effective if this isn't a "real" objection. Never be flip or cast aspersions on the decision making process. "Oh come on, you mean you can't make up your own mind about these things? Sometimes you just have to override him." In the case of the boss not wanting to upset his assistant, you wouldn't want to say "You're the boss. Who's in charge here?" (and yes, I've heard these responses). You would say "I understand. It can be uncomfortable changing our routines. What could make her more comfortable about this process?" 

When someone needs to talk to the boss about it, find out if you can present to the boss. Don't be surprised if the answer is no. This can be a sign of a false objection. Regardless, treat the objection at face value. Find out what is important to the "boss". Make your contact as comfortable as possible. "Knowing your boss as well as you do, where do you think his concerns will be?"

Generally speaking a false objection falls under its own weight. Do not call them on it.  Always let a person save face. If you back them into a corner, if you make them feel uncomfortable - if they feel you have disparaged their situation in any way, your buyer will simply stonewall you. Don't let that happen.  People's responses should always be treated with respect and dignity.  Clarify concerns and explore their situations.  Regardless of the objection, make your buyer feel at ease with you. Overcoming objections can be challenging at times but it's always instructional and it always an opportunity to learn more about an individual's needs and motivations.  In the end, it's simply understanding human behavior.