Nine Common Objections You Must Answer

By: Brian Tracy

Unspoken Objections
The first type of objection you will get is an unspoken objection. The customer has concerns with you offering but doesn't tell you anything. The solution to unspoken objections is to let the prospect talk more. Ask open-ended questions, lean forward, and listen intently to the answers. The more a prospect has an opportunity to answer your questions; the more likely it is that she will tell you exactly what might be holding her back from buying.

Excuses, Excuses
The second form of objections is excuses. These are usually instinctive reactions to any sales approach. Excuses are not really serious. The best salespeople nod, smile, agree, and then ask a question to take control of the conversation. The very best way to handle any initial sales resistance, including excuses and impulse responses is with these words: "That's all right. Most people in your situation felt the same way when I first called on them. But now they have become our best customers, and they recommend us to their friends and family."

Malicious Objections
Then there are malicious objections. Because you call on many different people, you will occasionally call on individuals who are unhappy or angry about their current situations. Since they cannot shout at their bosses or spouses, they take it out on the friendly salesperson. These people tend to be negative in their demeanor and behavior. The way to deal with malicious objections is to realize that you are not the target. Your job, as a professional, is to remain calm, confident, positive, and polite throughout.

Request For Information
The fourth most common objection is a request for information. This is the best type of objection for you to hear, because you know how to answer this as well or better than any other part of your presentation. Whenever a prospect asks for information about the results or benefits of your product or service, you are moving into an excellent field position to make a sale.

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Show—Off Objections
Another type of objection is the show-off objection. Sometimes prospects try to show you how much they already know about your product or service. They make sophisticated observations or ask you complex questions about your product, service or industry. When this happens, respond by taking the low road. Show how impressed you are by how much the prospect already knows. Remember, when you make a prospect feel important by listening to him with rapt attention, he is much more likely to warm up and buy from you.

Subjective Objections
The sixth most common type of objection is subjective or personal objections. These objections are aimed to you as a person. Whenever a prospect becomes critical of you, it could be a sign that you are talking too much about yourself. If this happens, it is important to make the customer the center of attention, and the subjective objections will stop.

Objective Objections
You may also hear the objective or factual objection. These are directed at your product offering and the claims that you make in terms of what it will do for the customer. If you can answer an objective objection, you can often close the sale.

General Sales Resistance
The eighth most common form of objection is what we have called general sales resistance. This always occurs at the beginning of a presentation. Until you neutralize this general sales resistance, the customer will be listening to you with a closed mind. When the prospect relaxes and gives you permission to ask him questions, you immediately begin your pre-selected open-ended questions to qualify the prospect and find out what he really needs that you can provide for him.

Last Ditch Objections
The final most-common objection is called the last-ditch objection. You have made your presentation, and the prospect clearly sees how she would be better off with your product or service. She knows and understands what you're selling and how much you're asking. She is on the verge of making a buying decision, but she still hesitates. Listen with respect to your final objections; then assure the prospect that yours is an excellent product or service, at a good price, and that everyone else who is using it today is very happy with their decision. You have then overcome the last-ditch objection.

Action Exercises
Hear the prospect out completely each time he objects or asks a question, practice all your listening skills.

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