Handling Sales Objections – Finesse First

by Dave Kahle

           Lurking just over the horizon in every salesperson’s work is the specter of another objection. Life would be so much easier if none of our customers had objections to what we are selling.

           Objections are everywhere, and on every salesperson’s mind, and something we deal with every day.  Naturally, the world has become full of advice on how to handle them —  Ignore them, overpower them, etc. While some of these tactics may work in certain situations, there is a universal need that is rarely mentioned. 

           Before you begin to deal with the idea that the customer expressed, first finesse the customer.

           Before I describe what that means, let’s establish some common terminology.  An objection is a stated reason tonot do what you want a customer or prospect to do. It may be something that he/she doesn’t like about your product or your offer, like “It costs too much,” or it may be something internal that has nothing to do with your offer. For example, “The boss is on vacation, and I can’t do anything until he’s back.”

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           The knee jerk reaction, and the place where most advice focuses, is on what to say to dispute the objection.  However, everything you say or do can be made much more effective if you will first, finesse the customer.  So, my rule is

“First, finesse the customer
Then, handle the idea expressed.“

           Finessing the customer means to intervene in the conversation in such a way so as to take the tension out of the situation and help the customer become more amenable to the conversation which follows. Before you deal with what he/she said, you empathize, clarify and re-state.

           Here’s how you do it.

           1.  Listen to identify the core of the customer’s position.

           2.  Nod your head, repeat it back to him/her.

           3.  Tell him you understand.

           4.  Give him a reason to believe that you understand.

           5. Ask him/her for further clarification.

           6.  When you receive the clarified explanation, repeat... CLICK HERE TO READ FULL ARTICLE