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4 Steps in Handling Objections

No, No, No

Let’s learn how to close like a PRO!

If you have been in sales for longer than a day, you know that buyer objections are the norm.

It is our job to listen, clarify, and provide solutions. When customers feel truly heard, they are freed up to make good decisions for themselves and their families.

Handle the tough objections with patience and care, and you will change someone’s world!

There are 4 steps to handling objections

  1. Listen/Understand the Objection

  2. Restate the objection

  3. Isolate the objection w/ a positive buying question attached

  4. Address the concern/offer new information

Listen to understand NOT to respond!

Do not react defensively. Train yourself to ignore any negative emotions you may be feeling, and stay focused on what the buyer is saying and the problem you are helping to solve. Listen with the intent of fully understanding the buyer's concerns without bias or anticipation, and allow your body language and verbal confirmations to communicate to the buyer that you are listening intently.

After fully listening to a buyer, without interrupting, confirm your understanding of what they have said: “Okay, I think I understand what your main concern is [repeat what you heard them say]…did I get that right?” (The amount of pressure this step alone relieves in customers is almost immeasurable.)


“It’s cause we just moved in and I haven’t even seen any of my other bills. Not to mention I wanted to do the yard and buy some new furniture for the living room.” -Customer


“Bob I definitely hear you and understand where you are coming from, thank you for your honesty. Just so that I understand completely you are just concerned being that you just moved into the house and haven’t seen any of your bills. You still want to do the yard and get new furniture for the living room...did I get that right?”
“Correct, thanks for understanding” - Customer

“If I could provide you, your home and your family with an ENDLESS amount of clean water today and it did not affect your budget...”

Major Key - The one thing we can work with is AFFORDABILITY. Always Always Always break the objection down with empathy and bring it back to affordability.

At this point you have already restated the objection to your customer so that they feel 100% as though you understand and are listening to their concerns

Now lets restate this objection WITH a positive buying question attached assuming that with affordability and everything considered INCLUDING the soft water you have yourself a deal. It’s all based on an assumption never forget that.


“It’s cause we just moved in and I haven’t even seen any of our other bills. Not to mention we wanted to do the yard and buy some new furniture for the living room.”


“So Bob and Mary, you definitely want to the clean water, you just want to make sure you can feel comfortable with all your up an coming bills AS well as do the yard and get some furniture to fill up your beautiful new home right?“
“Yes” -Customer
“So if there was a way where you could do ALL of that and still get the clean water and it was comfortable within your budget you would definitely want to get the clean water right?”
“Well yeah” -Customer

“Oh WOW we can do that!” “Really” “They are going to love that” “That’s awesome thank you” ALL THINGS POSITIVE INCLUDING YOUR EXPRESSIONS

This is where you phone close to get new information to pitch with and address the concern(OBJECTION). Your team leader either answers, asks a few questions while heading your way OR if you don’t get a hold of your team lead call me and I will walk you through it.

Time to roll up your sleeves and really get to work.

So once you’ve clarified the objection, you can address the concern by specifically responding to the underlying issues that you’ve uncovered. For instance, did the objection come up because the customer had a misunderstanding about our system, because they have needs you didn’t meet, because they have a preference for your competitor, timing, budget? In many cases, objections are a symptom of the customer not being far enough along on their own buying process to make a decision yet. So keeps working!

In such cases you will need to move back in your sales process to determine if there are new requirements that have been identified or parts of your solution that the customer doesn’t understand.

Always remember when a customer is saying “no” it simply means they do not have enough information YET to say yes so keep working at it. Understand. Resolve and write it up!!!

“When the prospect clearly understands that it costs more not to invest in clean water than it does to invest, he will invest—if you ask him to, AND help him figure out a simple way to make the financial arrangement” -Zig Ziglar

***That simple way to make the financial arrangement is taken care of with some simple paperwork and our amazing finance companies we use***

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