Negotiation: How To Deal With A Customer’s Objections In 3 Steps?


Negotiation: Responding to objections is a perilous exercise because a poorly handled objection can cause even advanced negotiations to fail. It is therefore essential to prepare yourself seriously. A good argument built on the words of your interlocutor generally makes it possible to deal with it.

The objection means that your presentation was not sufficiently clear or did not respond to all of your interlocutor’s fears. Managing this objection requires not only a developed human intelligence but also a perfect knowledge of the product or service.

How To React To An Objection?

Step 1: Do not block yourself! 

Let’s be honest, an objection is generally perceived as a questioning of your presentation. It is sometimes a difficult moment to manage. This attempt at destabilization can make you lose your means. Keep calm, you are the professional and you have to keep the lead of the interview!

The objection is not a personal assault. It simply reveals that you haven’t completely reassured your prospect on a certain number of points that are important to him. Do not go headlong, with the risk of altering the relationship through inappropriate behavior.

Take this opportunity to ask yourself questions:

  • Perhaps you haven’t fully understood your interlocutor?
  • Is the problem raised by your prospect the right one?
  • Isn’t the objection hiding another problem?

Step 2: Do not disagree

Don’t let your emotions overwhelm you. Objection is great for building a relationship with your prospect – an opportunity for dialogue . Do not show your interlocutor that you do not agree with his objection. Do not forget that a customer is generally right and that he only asks to be valued and above all reassured. Keep in mind that the act of buying is a positive act for him.

Do not point your prospect by making him understand that he misunderstood. Emphasize the interest of the remark and always go in its direction… while relativizing the objection. Insist on the fact, for example, that: “you would think like him in absolute terms but that it is important to take into account other elements” or even that “like him, you were not convinced of the product before to do the test yourself.

Step 3: Do not answer, but deal with the objection 

Remember, you are building a relationship of trust with your prospect. A relationship of complicity must be established because you are not there to convince and persuade, but rather to “get people to adhere”.

It’s up to you to take an interest in what is not explicitly said, and to collect as much useful information as possible to sell more and better. Failure to respond would be perceived as a breach of the bond of trust you may have created during your presentation. If this is the case, the sale will not take place.

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Examples Of Common Objections

It’s too expensive ! The price itself is usually not an obstacle. Your prospect must be able to know and understand the benefits he will derive from buying your product or service: it is not what it costs but what it brings in. 

Expensive yes, but compared to what and to whom? 

Ask your interlocutor to argue their thinking, trying to find out what their benchmarks are:Due to lack of information. This gives you the opportunity to come back to the advantages offered (quality, advantages and/or additional services). 

By principle of negotiation. You will need to know your thresholds (price and volume) and your client’s counterparty well, because you need a firm commitment on the volume of orders and deadlines.

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