Top Speaker Offers Three Steps to Conquering Sales Objections


By Dr. Gary S. Goodman


The customer is always right.

But when a customer objects, he’s wrong.

How can we straighten him out and not alienate or offend him?

We need a process where we GENTLY but credibly and firmly CONTRADICT him.

We must disagree, but agreeably

To do this I recommend a proven formula that I’ve been marshalling against objections for years:

(1) Use a transition phrase.

(2) Address the error in the prospect’s statement, and

(3) Close the sale.

One transition phrase that is very effective is: “Well, I appreciate that, but…”

“You’re right” is how this sounds, at first, yet then, you signal a change of direction with “but.” You’ll buy a little more talking time with the transition phrase, while maintaining good will.

If you don’t use a device like this and you simply answer the objection, you will come across as unduly harsh and critical of the customer.

The second step is to address the content of the objection. For instance, if the client says your product costs too much, you explain how it delivers great value or how it really is cheaper to own or use that he thinks.

Finally, you close, which flows naturally and logically from the transition phrase and answer. A close should be simple: “So, let’s move forward and I know you’ll be pleased, okay?”

So, let’s pull this together. Let’s say you’re selling a coffee service and the customer says, “Gee that sounds too pricey.”

You’ll reply:

“Well, I appreciate that but it actually saves you money because you’ll use less of our premium coffee than you’re using with your regular brew, so give it a try for 30 days and see what you think, okay?”


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