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Selling Tactics
Avoiding Objections
By Timothy F. Bednarz, PhD, American Management Development Group

What is better than overcoming your prospect's objections? Well, how about avoiding them altogether!

Believe it or not, sales people, themselves, are responsible for the bulk of objections and barriers they encounter. The roots of any objection is based in the qualification process at the beginning of the sale. This is where and when the sales person should be collecting and probing for information.

Implications to the Sales Person

Sales people cannot shorten the qualification process without suffering the consequences later. Often, these consequences return as objections which serve as effective barriers to the sale.

A sales person who effectively gathers all of the necessary information has the developed the tools to diagnose the problem and craft an effective sales solution.

A sales person can spend the time developing and diagnosing the information or they can spend the time fighting objections. The sales person will be perceived as more professional by gathering and diagnosing rather than dealing with the conflict objections can bring to the sales relationship.

There are no short cut in selling. The sales person, who attempts to short circuit the process, is only tripping him or herself up.

The Application

Many objections occur because the sales person has failed to gather the information they need to develop a unique and credible solution or because they have failed to educate the customer about their unique offer. Some recommendations for a sales person to follow should include:

Sell Value Not Price. It's what the customer receives for their money that counts, not what they will pay for it. Sears trained their telemarketers with the slogan, "The quality is remembered long after the price is forgotten."

Focus on the Benefits. Not all benefits are equal. A good sales person will carefully probe and listen to what is important to the prospect and then zero in on the benefits that will trigger the prospect to buy.

Put a Price Tag on the Benefits. Everything has a value. Quantify the value of the benefits to the customer Clearly and concisely demonstrate the value they are receiving. Put a value on the intangible benefits and turn them into a tangible benefit the customer can understand.

Sell to People. A company might need your product, but an individual is making the decision to buy. Make sure your approach addresses the decision maker's own wants and needs if you wish to make the sale.

Appeal to Emotion. Buying decisions are based on emotion and justified by the facts. Get your prospects excited and enthusiastic about your product and they will give you the reasons they need it.

Something to Think About

The sales person is clearly in control of the sale. With this in mind, consider the following points:

1. What has been your experience when you have attempted to shorten the sales process and close the sale prematurely? Explain.

2. Can you detail the customer

Copyright ©2001 by Timothy F. Bednarz,PhD All Rights Reserved

Timothy F. Bednarz, PhD is the Principal Partner of the American Management Development Group. He can be reached at 800.654-4935 or Find out more at

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