2 parts of our brain jostling to respond

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But let's focus on the techniques for managing objections and moving towards the sale. There is one principle that we must follow religiously: all objections must be dealt with, none can be ignored; otherwise they will come back to bother us when we least expect it and we will think, did I already do it, what went wrong?

When working with objections, there are two enemies we must fight against: bad answers and wrong answers. In the first case, we have understood the client's objection, but due to haste or lack of preparation, we have given an answer that does not help us. In the second case, we simply misinterpret the objection, we identify it with another, and we respond wrongly and regrettably, since it is very likely that we have then created a new objection for the client. The good news is that both enemies are fought with the same weapon: questions.


Our brain is capable of giving answers almost immediately. This ability is very useful in emergency situations, and it is the emotional part of our brain, which receives the fastest "executive summary" of what is happening sent by our senses, which is responsible for responding. Without thinking. It is also responsible for the fact that after an emotional argument with our partner, full of tension, we think "how could I have said this to him? I have covered myself in glory, let's see how I fix it now." Our intuition can give us very good answers, but you will agree with me that if we combine intuition with analysis and reasoning, we will develop better answers. For this we need time. How do we get it? By asking questions.

The 2 golden rules for dealing with objections

So now we have our first golden rule:

When faced with an objection, we will never respond; we will first ask a question.
This question has 2 objectives:

Clarify the objection to make sure we understand the customer
Gain time to think and give a better answer
Thus we fight at the same time against our two enemies, wrong answers and bad answers.

Once we have clarified the objection and have had time all mobile number list to think, we can give a better answer, which is also correct. Two things can happen: we can overcome the objection, that is, our product answers the need that the client raises (good!), or on the contrary the objection is true. Here we have our second golden rule:

In the face of a certain objection, let us highlight other positive characteristics of the product.
That is, when the objection is true, let's not simply respond with "no, my product can't do that," but rather with "we don't have exactly that feature, but our customers solve it thanks to these other wonderful features, which make the problem irrelevant." Let's highlight other positive features of our product. But first I need to know why the customer thinks they need the feature we don't have. How do I get this knowledge? That's it.

As you can see, the technique is simple. Unfortunately, putting it into practice is very difficult, since we have to fight to prevent our emotional brain from taking control and handing out bad and wrong answers left and right. One more demonstration that in the work of a salesperson, concentration and intensity in sales meetings are essential, as well as constant training, just like with any elite athlete.