Ask Kathy: Objections: Honest Concerns or Mere Pretext?

By Kathy Sisk

Dear Kathy: Should I take an objection at face value, as an honest concern, or is there a pretext?

Answer: There is usually a pretext to a prospect’s objection. First, consider the following important points when reacting to objections:

  • Attempt to determine if the objection is the result of a preexisting issue or a misunderstanding of the product’s features and benefits.
  • When you hear an objection, consider it an invitation to provide additional selling points.
  • Draw out your prospects, and try to understand their needs. You accomplish this by asking the right questions.
  • If you have a strong position with your prospect and he or she has listened to your ideas, then you need to answer the next question: “What is this prospect really trying to tell you?”

For example, when the objection is about price, your prospect might say, “It’s too much money,” or “I can’t afford it!” You don’t want to agree with your prospect’s objection, nor do you want to assume that this is exactly what the prospect means. What you must do first is interpret the objection. You should be thinking, “There must be a misunderstanding or misconception about the products or services.”

Kathy Sisk is founder and president of Kathy Sisk Enterprises Inc., located in California. Kathy is a trainer and consultant, contributing thirty-five years of expertise to the telemarketing, sales, and customer service industries. She is a published author with many manuals and books, including Overcoming Objections and Successful Telemarketing.

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[From Connection Magazine May 2013]