9-step objection handling process

Many of the enterprise sales trainings and sales literature are focusing on the sales process and planning of sales calls, but what should we do during the sales call? Objections often are "moments of truth". "Moments of truth" are the few moments that are the decision and it is your luck if you are in front of your customer when that happens.

In the first look an objection seems to be a negative thing as the customers seems to miss something. But they also demonstrate real interest in the sales person and the product. If you are performing well in such a situation you have a great chance to win.

Based on several sources (I have marked the Identify, Probe and Jump phase) I have put together a 9-step objection handling process I use successfully for years.

9-step objection handling process:

Phase 1: Rapport (Identify)

1. Listen

Probably repeat the the objection word by word.

2. Demonstrate understanding

Probably just on the "form-level". Find the 1% you can really agree to. E.g. I understand that you are unhappy with the situation as you habe perceived it.

Phase 2: Paraphrasing and solution frame (Probe)

3. Probe objection

Ask questions to understand reasons, relations in detail. Do not rely on assumptions or experiences from other situations. Really try to understand.

4. Rephrase objection as a positive question (solution frame)

Does that mean that you want to achieve ...?

Phase 3: Conditional agreement (Jump)

5. Define objection as the last objection (or gather more objections)

Is that your only concern?

6. If-than-close

If we could achieve (solution frame), would you than decide for our solution?

Phase 4: Persuation and close (Jump)

7. objection handling strategies

There are many onjection handlings strategies and that would be a blog post itself to cover that in more detail. Here are some examples:

- Reframing (e.g. do not answer the question itself but the meaning behind it)

- Boomerang (make the objection be the reason)

- Isolate (focus on an other aspect of the objection)

- Counter question

- Story telling (metaphor, anology)

- ...

8. Provide Value

Value personally is perceived as positive emotions, fulfillment of personal values and beliefs and support of goals.

9. (Test)close

Step 0 is "ignore" if you have the feeling that the objection was just brought to the table by a sudden thought or that it is not a real objection. Of course the typical recommendations also apply like having an "answer" for the standard objections. Typically 3 to 5 objection types make up 90% of all objections.

If it is of interest I can also provide an example that guides through the process.