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Will the Real Objection Please Stand Up?


Guest articles > Will the Real Objection Please Stand Up?


by: Brian Bieler


Subconscious fear may be the greatest single obstacle to making a buying decision. People fear they may be making a mistake, paying too much, buying the wrong product, or be criticized.

We have a history and perception of adversarial relationships with salespeople because of strategies and tactics. Most people today know the game between buyer and seller. Over the years consumers have become more educated and enlightened. Buyers and customers are more likely to know what they want or need and expect salespeople to help with the process, not take over or get in the way.

If you’re not meeting sales expectations, it may have to do with your attitude and approach. As long as prospects feel sellers have little concern other than making a sale, it sets up a defense mechanism that can stop the sales process cold. Customers are cautious until they can determine the truth and they may not trust or want to do business with you for any number of reasons.

It has everything to do with today’s new thinking, a changed economy, increased competition and an educated consumer. Today, more people are comfortable with their own thinking and have enough access to information that they can make independent decisions. They are less willing to follow crowds or simply buy brand name products. The media, TV and internet have created markets while at the same time helping shape consumer attitude and thinking.

In this new environment, sellers must become strategists. Being knowledgeable about the product or business is simply not enough. Salespeople must understand the communication of others and become real partners in the sales process.


Handling Objections:

  1. People buy intellectually and emotionally. Do not focus on needs over wants! If you make assumptions, you may be as wrong as you are right. It’s not your job to take that risk. More often than not, people will buy what they want. NEED is WHAT they want, WHY is the EMOTION behind their action. Ask the question WHY; it leads to fewer objections and more sales.
  2. The Sales Job Is Not To Judge Others. It’s to help them get what they want or need and make a profit from them.
  3. If the salesperson’s intent is simply to sell things, that is a conflict of interest. Do not put making a sale ahead of customer’s needs and wants. The attitude is to help, solve and be collaborative rather than divisive. No one likes to be had and people hate to be sold. If people distrust your intentions and do not trust your honesty, you’re not going to be making many sales.
  4. Your product or service may not be in the best interest of the client. Getting the sale at any cost will be costly. If your prospect is not really a candidate for you product or service, thank them for their time and move on to the next sales opportunity. Tell the client what you’re really thinking and offer suggestions that may help. Integrity may come back to you later when you do have something that will work for the prospect.
  5. People do not simply buy from people they like. They buy from people they LIKE, TRUST and VALUE to help them get to their goals.

The salespersons’ responsibility is to serve others, not to have all the answers or be the educator. By not assuming anything, you may earn respect, build relationships and make more sales.

Don’t overact to objections with anger or show an attitude of superiority. Others may be seeing something outside of your vision or experience. Listen with an open mind and don’t have shotgun ready answers or people will know you’re not paying attention or caring. Don’t view objections as a personal attack on you, it’s part of the sales process. As you improve your awareness skills, experience will help you become more in control of handling objections.

While most sellers are happy to get along with a buyer or customer, professional sellers understand that simply getting along may do little more than create average results. To get a maximum sales return on your time and efforts, keep moving in the direction of solving problems and helping others. You must be able to make distinctions between what is a real prospect or a suspect. The fact is you can’t sell everyone and some objections you’ll never overcome.

Deal with people as individuals and don’t force unnatural divisive strategies or sales tactics. Be authentic. Active listening is what helps you understand real objections.

  • Fear Of Failure Prevents People From Making Buying Decisions
  • To Understand Objections, You Must Understand How Others See Things
  • A New Generation Of People See The Sales Process Differently
  • People Don’t Want To Be Sold And People Hate Being Gamed
  • People Most Often Buy What They Want Over What They Need
  • Add Value, Be Collaborative And Gain Trust


Brian J. Bieler is author of the Powerful Steps book series, sales trainer, speaker and business consultant. Brian’s background includes President of Viacom Radio Group, General Manager of seven major market broadcast companies, CEO WestWorks Marketing and sales rep for Mademoiselle Magazine and Fairchild Publications Women's Wear Daily. To find out more about Brian, visit or contact him at 800-980-5099.

Copyrightę2008 Brian Bieler. You may publish or reprint my article in your newsletter, on your web site, or in your print publication provided you include the Byline at the end. Notification to would be appreciated but not required.

Contributor: Brian J. Bieler

Published here on: 4-Oct-08

Classification: Sales


MSWord: Will the Real Objection Please Stand Up.doc

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