The Object is Objections

Articles, Selling

I was reading an interesting article the other day by Dave Brock … “Thinking About Objections.” In it he discusses the conflicting relationships between objections, salespeople, and customers as well as our hesitancy as salespeople to raise objections on our own. Good stuff!

I was classically trained in 1977 on the art of handling objections. Back then, it was considered a martial art. May the best man or woman win. Oddly enough, I can even remember the 5 C’s of handling objections …

  1. Clarify – Do you really understand the objection that has been presented? “I want to make sure that I understand your question. Is it …?”
  2. Classify – Is it valid? How about invalid? A statement of condition? Or, is it merely a request for information?
  3. Cushion – “I can appreciate why this is important to you. However …”
  4. Conquer – Put that bad boy to bed!
  5. Confirm – “Did that answer your question to your satisfaction”.

Always rephrase an objection as a question🙂 While I never think of these 5 steps during an actual conversation with a customer, I have to admit that the principles are ingrained in my subconscious mind. I always, always, clarify and confirm.

Taking this trip down memory lane reminded me of an old saying …

The object is objections!

Because …

The most dangerous objection is the one you never hear!

That’s right! If you don’t invite objections and welcome them with open arms, the chances are that you will never be aware of whatever it is that is causing your customer not to move forward with your proposed solution.

It starts with having an open dialogue and this can only be attained through having established a level of trust with your client. If you are perceived as being R.U.M. (Remarkable, Unique, And Memorable) … that would be a good start! Being a great listener and someone with genuine empathy are other necessary qualities!

If you don’t have these qualities, and maybe even if you do, there will be some customers who just will not share their concerns with you willingly. Ask for the order and, when they hesitate, ask them why. Not … “Why!!??”.  More along the lines of … “I’m guessing that you have some questions? Might you share those with me?”.

On the topic of salespeople raising their own objections, I have a couple of thoughts on that matter as well.

I will never hesitate to tell a customer “No” if that is the correct answer or if it is in their best interests. There are a number of reasons for this …

  1. I have the confidence to do so.
  2. I’m going to tell them why.
  3. I sure as hell don’t want to deal with unfulfilled expectations at a later date!
  4. Customers are so conditioned to salespeople saying “Yes” to everything that saying “No” makes me appear to be at the very least honest, which I am!
  5. It will continue the discussion and, the more you listen, the more you will learn!

Hope you find this helpful! For a free, no obligation, 30 minute Zoom consultation with me, please follow this link to my calendar to schedule a time!

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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