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The objection is often apprehended by salespeople. Almost inevitable during a commercial negotiation, it should however not be feared but on the contrary hoped for to capitalize on the elements which it brings. Share on Facebook Share on Twitter Share on Linkedin Negotiating with buyers is a complex exercise. Salespeople often approach this moment with trepidation. The issuance of objections accentuates this fear. This approach is not, however, irrevocable. Check out our 4 tips to take advantage of a buyer’s objection and turn it into an opportunity. We will also provide you with simple practical exercises to capitalize on an objection in order to close your sale.

The buyer gives us details of his criteria and motivations for purchasing

The biggest difficulty in handling objections is primarily the mind of the salesperson. It is a question of seeing the objection as a gift given to us by the buyer and not as a hindrance to the sale. Indeed the objection is a gift for the following reasons: The buyer is already investing in the purchase : his time is precious. If he wasn’t interested, he would simply express it, and end the interview. Spending some of your time discussing the details of our offer is therefore a very good sign. This means that it projects itself into the purchase and use. His objection reflects his desire to buy but also his need to be reassured on certain points. The buyer gives us details of his criteria and motivations for purchasing . Through his objection, he indicates what is really important to him.


The information he gives us during this objection is often a hidden, confidential purchase criterion. It can also be a potentially sensitive subject which is therefore difficult to express clearly. Thus, by communicating the objection to you, he takes you into his confidence. The buyer gives us information about his personality . Factual, emotional, assertive or timid, the way he presents the objection is a clue in itself. It is a delicate moment for the seller but also for the buyer. By revealing itself during the objection, the latter allows us to adapt our communication and our behavior. There are many sources of objection: linked to a competing offer, product and service related, linked to other users or decision-makers.

The buyer is already investing in the purchase

Whatever the cause, dealing with the objection remains a central part of the sales conversation. This is why it is important to prepare for it in order to welcome it and use it with serenity and even with gratitude. A few techniques of reformulation and questioning then allow us to overcome the objection while reassuring the buyer and to commit him to the purchase. For example to deal with the most frequent objection: “It’s a bit expensive”. Start with a “amortized” reformulation: “I understand your wish to optimize your investment”. Then follow up with a question: “Do you find that expensive compared to what?” »At this point, you have three possible answers: “It’s expensive compared to your competition. »

In this case, compare the details of the offers and bring out your competitive advantages, “It’s expensive compared to my budget. » Ask him for his budget and suggest an alternative offer or a payment solution, “It’s expensive compared to the idea I had of it. » Argue about the market price or its return on investment, To conclude, remember that the objection is a gift, it is a “yes… but…”. Choose to hear the “ yes ” and not just the “ but ”. Nicolas CALLEUX is a coach and trainer in change management, management and leadership, sales and customer relations, communication, management of conflict situations, personal development ….

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