Working with objections in sales: types, techniques and examples
11.04.2025 15:18
Dealing with objections is a natural process in commerce. Buyers often question the purchase, hesitate to make the right decision, which is not surprising: if they decide to spend money, they want to get a really high-quality product or service. The better the seller works with such objections, the more in demand such a specialist is.
The main rule of working with objections: to work well with customer doubts, you need to know your product very well - characteristics, parameters, capabilities, weaknesses and strengths.
Usually, the work with objections takes place at the fourth stage of sales, when the manager got acquainted with the client, learned about his needs, told about the product and now - it is necessary to dispel the doubts that he has.
What is the work with objections
The task of every seller is to convince the client that the selected product meets his needs and wishes. Working with objections in sales is a necessary component, without which the problems of customers would remain unresolved.
At the beginning, you should determine the nature of the objection: does it really bother the client? Or is it just procrastination, or a way to end the conversation?
When the client really means what he says, such an objection is called true. For example, he does not want to change the seller, or he really does not have enough money. If the buyer is interested in the product, but for some reason cannot buy it, this is a discussion of the terms of the purchase, not its rejection.
If the consumer hides another reason for one reason, does not want to voice it, this is a false denial. For example, he is expensive, but he is afraid to admit it and begins to invent different stories about the quality of the product. In the case of hidden objections, the seller's task is to establish the essence, but without actively interfering with the personal client.
There are also objections-excuses, when the buyer wants to quickly complete the dialogue with the manager, so he resorts to phrases such as:
"You know, I need to consult with my wife/husband/neighbor/colleague", "I need to think. I am not ready to buy now", "Thank you, but it is expensive for me".
In fact, the buyer simply does not want to continue the conversation.
Why does the client object?
There are several reasons:
Not satisfied with the price. For objective reasons: if the product is expensive or more expensive - such buyers want to find cheaper. Subjective: the buyer can not find internal arguments to pay such a price for the goods.
He likes to argue. There are such people: they want to have the last word. It is important for such customers to speak out, to be heard, to trust their "authoritative" opinion and not to argue.
Can't make a choice on his own, hesitates for a long time. Such a customer needs to think carefully, consult with colleagues or mother, and only then decide.
Has a bad mood. You do not know what happened to the client before he entered the store. Perhaps he quarreled with his wife. Or maybe he looked at the offers of ten of your competitors, did not find anything suitable and now he is sure that you will have the same.
It is necessary to understand that customers are real people who can be in a bad mood, doubt, capricious. The task of a good seller is to become a psychologist, guess the pain of the client and gently promote his position.
The most common types of objections
"Too expensive"
The client is interested in the maximum benefit that he will receive after buying the goods. The buyer does not understand the difference between two products - cheaper and more expensive.
Possible reason: the seller during the presentation of the product paid little attention to its quality.
Solution: price is often an indicator of quality or special characteristics of the product. Tell about the most important competitive advantages of the product, its reliability. You can divide the price by the number of months the product will last. For example, for such expensive goods as solid fuel boilers: 80 000 UAH / 15 years of operation = 5300 UAH/year or a cheaper analogue for 20 000 UAH with a service life of 3 years = 6600 UAH/year.
You can cite the disadvantages of competitors.
"I am not sure that I need it"
The client does not know why he needs to buy this product now, but he paid attention to it and somewhere else there is a desire to decide to buy.
Possible reason: the seller told not about the benefits that the buyer would like to hear.
Solution: demonstrate the product from the best side - show it in good lighting, let them hold it in their hands, try its capabilities, emphasize the unconditional advantages of the product, and what tasks it will solve "here and now".
"I need time to think about everything"
The buyer wants to compare - weigh the advantages of buying in your store and in a competitor's store.
Reason: the client has hidden needs that he does not want to talk about.
Solution: tell the customer about the advantages of the product or additional services of your store that competitors do not have. For example, for home appliances stores - free delivery, for mobile phone stores - help with setting up, for clothing stores - atelier service.
Objections based on gossip and negative experience of friends
Most buyers want to know the opinion of society and are guided by it. Therefore, buyers often read reviews about the product - it is important for them to check whether their friends really told the truth about the shortcomings of the product, what the seller himself will say about this product.
Solution: learn to turn flaws into advantages. Read negative reviews about products from your range to understand the weaknesses that consumers emphasize. If the product is really inferior in quality - focus on the price and features ratio.
Objections on stereotypes
People live by certain rules that no one can change. For example, when buying a laptop, many people believe that a computer with Intel processor is better than AMD. But if you go deeper, AMD laptops consume less battery life, which is very important in the conditions of regular power outages.
Solution: give the buyer comprehensive information that would reveal the essence of your offer from different angles. Tell about unexpected, not so advertised features of the product.
How to work with objections?
Working with customer objections is divided into several stages:
- Listen to the client. No matter what he says, no matter how tedious he is, the seller's task is to hear between the lines his true needs. Do not interrupt, hurry to sell as soon as possible - you will have time for that.
- Try to understand what is the reason for the objections. Let the client consider you not a soulless machine, for which the main thing is to fulfill the sales plan, but a living person who can understand it. Ask what ultimate problem he wants to solve with the help of the product? This will allow you to talk about the properties of the product that the buyer needs, and not about everything at once from the beginning of the "universe".
- Have a dialogue. The main thing in this situation is not to shut up. Understand the situation together, discuss what to do. For example, if it is too expensive - offer similar products, the opportunity to buy on credit, give a small discount. Ask open questions - and in the buyer's answers you will hear a solution to the problem.
- Give a counterargument. When the real pain of the client comes up during the conversation - say the same word that will make the person think → change the decision → make an order.
- Make sure that the problem is solved. To do this, check if the customer has any more questions. If not, proceed to the final stage - offer to make a purchase.
The most effective methods of working with objections
Turn objections into experience
Working with objections involves creating scripts, where you should prescribe point-by-point algorithms for clear actions of sellers in case of objections and responses to them.
Accumulate them, write them down to share the experience with other sellers. Test different arguments and highlight the most effective ones.
Get ahead of negative scenarios
This is called "setting up extremes", that is, trying to predict and simulate the course of any conversation. Plan in advance the answers to possible objections. For example, when presenting a product, immediately add arguments in weak points. Thus, you will eliminate most doubts at the moment of their origin.
Ask detailed questions
To better understand the needs of the client, establish contact and supplement the list of scripts and your own experience.
Argue the benefits
Each distinctive feature or positive quality of the product is already an argument for the purchase. To effectively sell a product, you need to know its characteristics well. Pay attention to the advantages of the product in terms of value for a particular customer: for some people the color is important, for others - the material, for some - the manufacturer, and some rely on the warranty period.
Increase the value of the product
Tell about additional conditions and opportunities from your store: warranty, service, free delivery, assistance in setting up, Viber chat for advice and assistance.
Use combinations of "what if..."
If the product, as it is, does not suit the client, look for a solution from combinations. For example, for a clothing store - if there is no suit for a business meeting, what if you combine a jacket and pants from different collections? For a hardware store - there are currently no flashlights on sale, but what if you choose a "radio with flashlight" or a table lamp with a battery? There are no portable chargers on sale, but what if you combine a regular car battery and a cigarette lighter adapter - maybe this combination will just solve the customer's question?
Positive experience of others
Often, for the last impulse is not enough something like: "I bought this multicooker for my mother too - she won't be happy". This technique works if you can find a genuine, sincere, similar experience of buying and using a similar product, and project this experience to the potential buyer.
Examples: objection - argument
You have very expensive!
"How much are you counting on? We will select the best option for you, which is not inferior in quality".
"I understand, but if you divide this amount by a year, a month, it turns out only 100 UAH".
"We have average prices on the market. Look: the competitors' product costs this much, ours - this much".
Competitors are cheaper!
"Maybe so. But they have a number of conditions that are not quite convenient for you: paid delivery, no discounts. As a result, the total cost will be higher".
"I agree, cheaper. But why do you think that we have the same goods? They have a Chinese supplier, we have a European manufacturer. Of course, the prices are different".
I need to think
"I agree, the decision is not easy. Let me also remind you that the promotional offer is valid for only 3 days. We would really like you to get the goods on favorable terms".
"Yes, of course. Tell me, please, what other characteristics of the product you would like to know? What are you comparing with?"
"No questions. We can discuss the doubts that bother you at your convenience. Here is my viber number - write to me, I will answer all your questions".
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