LEADERS GUIDE 1

Overcoming Objections
SALES AND SERVICE MASTERCLASS
Leaders Guide by:
Ally Chumley B.Ed M.Ed
Produced by Training Point
Executive Producer Simon Garner, B.Ed
Leaders Guide Training Point
DVD Training Point

You may download and print one copy of these

notes for your reference. Further copying or printing must
be reported to CAL as per the Copyright Act 1968.

Australia-wide:
t. 1800 141 510
f. 1800 146 513
e. [email protected]
c/o EMDC, 10 Fitt Court, Bendigo, VIC 3550

MANAGE | MOTIVATE | INSPIRE New Zealand:

t. 0800 872 464
f. 0800 329 178
e. [email protected]
PO Box 303-166, Auckland 1330
LEADERS GUIDE 2

Overcoming objections
1000+ Training Programs www.trainingpoint.net

Program summary
In this program, we examine some tried and true techniques to help sales and service
people overcome customer objections. A group of sales experts present their advice, led by
psychologist, Peter Quarry. The contributors are Andrew Stuart, co-founder of real estate giant
Hocking Stuart, retail sales manager Gayarthri Buur-Jensen, and Michael Schiffner, managing
director of Collective Intelligence sales training consultancy. In this program, we take a
detailed look at specific language techniques that help to defuse volatile confrontations, and
how to practice anti-resistance techniques so that the sales person is always working with
the customer, not against them, to come to a satisfactory resolution. Examples are provided
through role-plays, which are excellent models for analysis and discussion.

For general discussion

1. Why are objections viewed as negative incidents by sales people?

Why do you think objections cause tension in sales people and customers? Discuss.

2. Whos in control?
Assuming they have equal levels of self-confidence, which person do you feel is more likely to
feel threatened in a situation of objection? Share your ideas with the group.

3. Whats the best response?

What are some sentence starters that could be used in response to the phrase Yes, but...?
Discuss.

4. Why do some customers lie about objections?

Its well known that customers often use smoke screens or false objections at times. Why
is this behaviour so common and why should customers feel defensive about having an
objection? Discuss.

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.
LEADERS GUIDE 3

Overcoming objections
1000+ Training Programs www.trainingpoint.net

Worksheet 1
1. Practical solutions
a) How do you address objections when selling one of your products or services? Write a list
of steps you could take to overcome this common objection.
Objection: Im happy with my current supplier.
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
b) How would you address objections when selling one of your products or services? Write a
response to overcome this common objection.
Objection: I dont trust a new brand or product to deliver what my current brand does.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

2. Using appropriate language to acknowledge objections

a) Insert alternative words to but in these sentences.
I can see your point, _____________, there are many other benefits to consider.
Yes, _______________, you may have misunderstood why the product is priced that way.

b) Create some expressions that demonstrate empathy with the customers objections
without giving in to them.
Customers objection Your response

Im just not into motorbikes. ___________________________________________________

___________________________________________________
Id break my neck in those heels. ___________________________________________________
___________________________________________________
Insurance is a waste of money. ___________________________________________________
___________________________________________________

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.
LEADERS GUIDE 4

Overcoming objections
1000+ Training Programs www.trainingpoint.net

Worksheet 2
1. Short answer questions
Write short answers to these questions in the spaces provided:
a) Surveys reveal that timing, need, price and inappropriate features are the four key
objections they make. Place these in the correct order according to the survey results.
i) __________________ ii) __________________ iii) ____________________ iv) _________________

b) False objections sometimes hide the true reason customers are hesitant to buy a product or
service. What is a false objection usually masking?

c) Summarise the panelists advice about how to overcome objections about price, by
composing four point form tips:
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

2. Analysing the role play

Consider Michael Schiffners excellent demonstration of how to overcome serious objections
to a time-share holiday home product. Notice how he presents the benefits as three distinct
things? This created the impression that there are many more reasons why the customer
should buy, than there are reasons to object.
a) What are THREE specific benefits Michael mentions?
(Personal) ___________________________________________________________________________
(Financial) __________________________________________________________________________
(Functional)__________________________________________________________________________
Notice how the benefits explained are linked to the objections expressed? Michael gave
information, expressed as benefits to the customer. He took the pressure off the customer by
normalising his objections.
b) What other strategies did Michael use to put the customer at ease and alleviate his concerns?
____________________________________________________________________________________
____________________________________________________________________________________
____________________________________________________________________________________
c) What is one objection expressed by the customer that was not answered?
____________________________________________________________________________________

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.
LEADERS GUIDE 5

Overcoming objections
1000+ Training Programs www.trainingpoint.net

Worksheet 3
1. Multiple choice
a) When role-playing, Michael Schiffner tried
acting personally offended.
moralising.
normalising the customers feelings and objections.
ignoring the customers objections.
b) Relating the present situation to other customers experiences helps
give the appearance that they are natural concerns which are easily resolvable.
establish the sales person as the problem-solver.
the sales person to work with the client rather than against them.
all of the above.
c) Why is Michael Schiffner critical of the expression overcoming objections?
he doesnt like to deal with conflict.
it sounds resistant to the customer.
it suggests that the customer is right.
because objections cannot be overcome.

2. Objections about features

When dealing with objections about a products features, some suggestions from the panel
are:
establish what is right about the product and focus on those points
offer alternatives
minimise the impact of problems by explaining how the positives far outweigh the
negatives
normalise the solution by referring to other customers, case studies, or research
emphasise the urgency of the sale
emphasise the desirability of the product for peripheral reasons (e.g. hot fashion item,
celebrity users)

Discuss the value of each of these approaches and choose three that everyone agrees are the
best methods to use.

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.
LEADERS GUIDE 6

Overcoming objections
1000+ Training Programs www.trainingpoint.net

Responding to the program

1. Debate
It is most important to focus on providing a quality service, even if that means losing a sale.
As long as the customer leaves happy, thats all that matters.
Prepare a list of points both supporting and refuting this assertion. Share your lists with a
partner and discuss.

2. Role play
In pairs, role play a scenario between a sales person and a customer where objections are
raised on the grounds that the product is not unique enough. Use your improvisation skills to
think of some solutions and present them to the group.

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.
LEADERS GUIDE 7

Overcoming objections
1000+ Training Programs www.trainingpoint.net

Answers
For general discussion
Answers will vary according to the outcomes of the discussions. They may include:
1. Because the goals of each one are being thwarted. Because they may prefer to avoid
conflict. Because one or the other is afraid of losing face if they are seen to lose the argument.
2. Probably the customer, who feels a little more defensive than the sales person, who may
experience similar scenarios each day.
3. I agree, however ... ; Have you considered ... ; although, it could also be said that ... ;
perhaps, then theres also the possibility that...; it can look that way ...; while I see your point,
perhaps youre missing something ...
4. Too timid to quibble about price; sensitive about being labelled as unable to afford the
product; determined not to be pressured by the salesperson; has a negative stereotypical
view of sales people; lacks respect for sales people; is a habitual liar; is a people-pleaser;
doesnt wish to cause offense; wants to avoid conflict at all costs.

Worksheet 1
1. Practical solutions
a) Answers will vary. Emphasise points of contrast with current supplier/product.
b) Answers will vary. Emphasise specific features that are new, innovative, unique. Focus on
better value for money. Offer user statistics or case studies to demonstrate the popularity and
desirability of the product.

2. Using appropriate language to acknowledge objections

a) although, however, whereas, while, though, in contrast, conversely.
b) Answers will vary.

Worksheet 2
1. Short answer questions
a) i) need ii) price iii) inappropriate features iv) timing
b) An objection about the price - that the customer is too timid to mention.
c) Point form tips should express the following ideas:
Find out the customers target price range
Find out if the customer is willing to buy if a mutually satisfactory price can be agreed
upon
Deal with the variation between the expected and the actual price
Prepare products or services that cover a range of prices, from budget to top of the
range, then upsell.

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.
LEADERS GUIDE 8

Overcoming objections
1000+ Training Programs www.trainingpoint.net

2. Analysing the role play

a) (Personal) Forces you to take regular holidays for your own well-being
(Financial) Represents an excellent investment opportunity
(Functional) Offers flexible holiday options

b) Answers may vary. Normalised his concerns. Acknowledged his concerns as if they are very
common and easily solved. Changed tack by looking at different features that specifically
appealed to the customer. Agreed - and wasnt drawn into a conflict. Made the customer
want to engage with him. Took the pressure off the customer by being positive instead of
aggressive. Avoided the use of but.

Worksheet 3
1. Multiple choice
a) normalising the customers feelings and objections.
b) all of the above.
c) it sounds resistant to the customer.

You may download and print one copy of these notes for your reference.
Further copying or printing must be reported to CAL as per the Copyright Act 1968.