Salespeople need to have some planned dialogue for the common objections they face, especially when prospecting and scheduling appointments. It’s important that the dialogue make sense to the person to whom they are speaking. But that is not the most important part of overcoming objections and resolving concerns.

Is There an Echo in Here?

There is nothing that you can say when you hear your dream client’s objection that does more for you than simply repeating back their objection. Nothing. But too many salespeople go right for the “overcoming” part, not recognizing that they are destroying their trust and their relationship.

Repeating back the objection isn’t tactical.

You repeat back the objection because it is the only way you can demonstrate to your dream client that you heard what she said. Repeating it back means you are really listening, that you hear what your dream client is saying and you understand.

And listening is an act of caring. It proves that you value what your dream client says, that what she says is important to you even when you have other points that might make her feel different.

You haven’t earned the right to make any attempt to overcome an objection until you have proven that you have heard the objection and that you understand and respect what your dream client has said.

They say: “I don’t have time right now.” You say: “I understand you don’t have time right now.”

It’s So Not About You

When you blast past acknowledging and understanding your dream client’s objection or concern, you prove to them that you are more concerned with what you want than with helping them get what they want.

By ignoring your dream client’s objection, you give them a preview of things to come. You prove that you are going to put your interests above theirs, and that this is the behavior that they should expect from you regarding all of the other things that they believe are important.

You make it about you. It’s not about you.

If you want to make overcoming objections easier, you start by acknowledging that your client has an a objection or concern. You start by accepting that the objection is valid, and you work to open possible ways you can still obtain the commitment you need without forcing your dream client to defend their beliefs. Ignoring the objection and moving past it is the fast track to alienating your dream client and the surest way not to gain the commitment you sought.


Why do you need to listen to and respect your dream client’s objections?

What are you really saying when you ignore their objection and try to move past it with a logical answer?

What does it say when you really listen and really respect their objection?

Why do tactical approaches fail to create real, deep, and lasting relationships?

Sales 2011
Post by Anthony Iannarino on June 4, 2011
Anthony Iannarino
Anthony Iannarino is a writer, an author of four books on the modern sales approach, an international speaker, and an entrepreneur. Anthony posts here daily.
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