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Chapter 10 - Responding to Objections
CHAPTER 10
RESPONDING TO OBJECTIONS
Outline of Chapter
I. The goal is to build relationships and sell value
II. When do buyers raise objections?
A. Setting up an initial appointment
III. Common objections
A. Objections related to needs
1. I do not need the product or service
2. I’ve never done it that way before
B. Objections related to the product
1. I don’t like the product or service features
C. Objections related to the source
1. I don’t like your company
2. I don’t like you
F. Other objections
IV. Behaviors of Successful Salespeople
A. Anticipate objections
B. Forestall known concerns
Chapter 10 - Responding to Objections
B. Indirect denial
C. Compensation method
VI. The price objection
A. Use to-to-date information
B. Establish the value
C. Use communication tools effectively
VII. Dealing with tough customers
Chapter 10 - Responding to Objections
Teaching Suggestions
(an alternative would be to use the PowerPoint slides provided with the text)
1. Start by asking students:
“How do you feel when someone interrupts you? Or causes you to start talking about a different
topic before you’re ready? Or tell you “no”? How do you feel?”
2. Briefly mention the reasons why buyers object. Note that personal risk (of making a bad decision)
can often be a hidden objection. You may want to discuss the results of Exercise 10-2 or 10-3
here if assigned before class.
5. List the traits of salespeople who are successful at helpfully responding to objections. With
regard to “positive attitude” you may want to relate an example they can understand:
“Policemen are our friends. We like them. They protect us and enter our house for us if a burglar
is still in there. They save lives because they are trained to respond quickly and effectively in
6. Describe forestalling known concerns. Many students get this confused with postponing an
objection. In fact they are almost exactly the opposite.
7. Discuss effective response methods. Go over an example of each one. Then ask students to
8. Discuss the “Thinking It Through” from the text:
Assume you have worked as a salesperson for an industrial chemical firm for six months. You
attended a two-week “basic selling skill” course but have not yet attended any product knowledge
training classes. You are making a call with your sales manager. The buyer says, “Gee, you look
too young to be selling chemicals. Do you have a chemistry degree?” Before you get a chance to
Chapter 10 - Responding to Objections
9. Talk about the importance of having the prospect agree that the objection was totally resolved
before moving on in the presentation. Ask “What would happen if the objection was not resolved
but the seller went on with the rest of her presentation?”
Suggested Answers to Ethics Problems
1. Your product has become the victim of industry price erosion. To remain competitive, your
company has decided to allow all sales reps to drop all prices by 25%. However, you have a
number of clients who are paying the original prices and seem happy. Do you tell them about the
25% price reductions or keep prices the same for them?
2. One student in a selling class once said, “Why are we learning these objection-handling
methods? These techniques are just to help us manipulate our buyers!” How would you respond?
Student answers will vary. Hopefully they will see that there is no attempt to manipulate. The
Chapter 10 - Responding to Objections
Suggested Answers to Questions and Problems
1. Categorize each of the following responses into the five basic types of objections. Then illustrate
one way to handle each.
a. After a sales presentation, the physician says, “You’ve made some good points, but your
competitor’s drug can do just about everything yours can do.”
Product or source objection. Suggest “X” Company is a good company; ask prospect what is
b. After the salesperson answers an objection, the prospect remarks, “I guess your product is
all right, but as I told you when you walked in, things are going pretty well for us right now
without your product.”
c After a thorough presentation, the prospect answers, “Are you kidding me? You want
how much money for that thing?”
Price objection. Suggest that it is easy to understand how the prospect feels; evaluate
d. The customer says, “I can buy that online for a lot less than what you’re selling it for.”
Price objection. Agree that nobody wants to pay more for the same quality; ask if price is the
2. Marjorie Kemps spent considerable time working with a prospective buyer. She thought a good
order would be forthcoming on her next call. A portion of her conversation with the buyer went
as follows:
BUYER: You know, I like what I hear about your scaffolding and aerial lift service. But how can I
Chapter 10 - Responding to Objections
What Betty didn’t say cost her an order. Betty should know her service and delivery schedule.
3. Describe the differences between postponing an objection and forestalling an objection. Then
provide a clear example of appropriate postponing for the objection: "This iPad is way too
expensive. I can buy Google tablets much cheaper than buying your iPad!"
Forestalling occurs before an objection is even raised. Postponing occurs after an objection is
raised.
4. Occasionally a buyer will offer several objections at one time. How would you respond if a buyer
made the following comments without pausing: “Say, how long does it take your lab to get the
results back to us? And what if we need same-day service sometime? Are your technicians
certified? That’s important, you know!”
5. In "Building Partnerships 10.1" you learned that some buyers don't want to do business with you
because the last seller in your position was not very good. Make a list of questions you could ask
someone you might go to work for that will help you ascertain this before you work for them.
Student answers will vary. Some possible questions include: Why did the last seller leave? What
6. Choose a restaurant in your town. Assume that you work at that restaurant and are planning to
make calls to campus club organizations. Assume that the restaurant has a private meeting room
available for private meetings that will seat 25 people. Your objective is to have officers of the
clubs schedule their meetings at the restaurant.
a. Make a list of objections you may expect to encounter.
b. What can you do to meet these objections effectively? List the answer you would propose and
Chapter 10 - Responding to Objections
7. In the boxed item “From the Buyer's Seat 10.1,” you learned about a number of
complaints that food buyers have for new food products. How would you respond to a
buyer who said, "Your new product is way too spicy for me!"
8. You have been describing to a retail security officer and his boss a new security camera that
your firm just introduced. The camera has tracking features that make it easier for security
officers to review tapes. The security officer says, “I would really like that!” The boss says,
“Well, if it’s what you think we need, OK. How much does it cost?” At your reply, “This one
is $2,498,” the boss exclaims, “For that little thing?” What should you say or do?
Say: “Well, it may seem a little high, but it is a pretty important feature for your security officer. I
9. For each of the following objections, provide answers that clearly demonstrate the direct denial
and indirect denial methods. Assume each objection is not true.
a. My interior design customers will never need that service.
Direct denial: That’s not really true. In fact, here is a study showing that 73% of interior design
customers do in fact need this service…
b. The cost of replacing the filter will be more than just buying a new unit.
c. I heard that the resin used in manufacturing your unit can cause cancer.
Chapter 10 - Responding to Objections
Direct denial: I’m sorry, but that’s simply not accurate. We’ve done studies…
Indirect denial: Many resins can cause cancer, I know. But surprisingly, this paint does not . . .
10. For each of the following objections, provide answers that clearly demonstrate the compensation
method and referral method. Assume all the objections are either true or are the prospect’s
opinion.
a. Your repossession service costs a lot of money!
b. I don’t think our customers will like the new fitness machines you’re selling.
Compensation method: I can see your point. And I’m sure there will be those who don’t like the
new fitness machines. But there are many who will. Look at this marketing research which
shows…
c. Your repair mechanics aren’t certified by the ATSG.
Compensation method: That’s right, they’re not certified. But we’ve found that that saves our
customers about $55 an hour on labor. And they are fully trained by Joe, our master mechanic,
even though they just aren’t certified.
Chapter 10 - Responding to Objections
d. My customers have never asked for this brand of recreational vehicle.
Compensation method: I understand you concern. But even though they haven’t asked, you can
still offer them a new product that almost sells itself. Here are some features that make it
unique…
Chapter 10 - Responding to Objections
Suggested Answers to Case Problems
Case 10-1: Zadro Inc. (Part B)
1. What objections could the buyer raise? (Use any assumptions necessary to develop this list.)
Other objections could be listed. These are just a few examples.
1. I don’t need the wand.
(Referral method) You know, Wal Mart said the same thing when I first visited them. But they
bought several cases and found that it actually sold well…
2. We’ve never had a wand like that before. It would be impossible to learn how to use it.
3. I’ve never heard of your company before.
4. You seem too young .
5. We don’t really have the money to buy your wand.
Chapter 10 - Responding to Objections
Case 10-2: Hometown Focus Newspaper
Questions
1. List objections you think might occur during this first meeting with Vijay. Make any
assumptions necessary to develop this list.
2. Describe how you would respond to each objection listed in Question 1. Be sure to label the methods.
Make any assumptions necessary to create your responses.
Answers will vary. Here are some possible objections and responses:
1. We’ve never done it that way before!
I understand your hesitation. Others have felt the same way… (referral method)
Chapter 10 - Responding to Objections
End of Chapter Role Play Chapter 10
For the Instructor:
On the next several pages you will find the buyer scenarios for the three sets of role
plays.
Our students tend to complain that they don’t know enough about NetSuite to handle
these objections. This is a great opportunity to point out the following:
Chapter 10 - Responding to Objections
BancVue Productions Buyer Role Play Information
Chapter 10 End of Chapter Role Play Case
Here are your objections:
1. Very early, say “This looks really complicated. I bet it is too expensive for us.” If probed,
say “With sales flat, I don’t see how we can justify any expenditures at this time.”
2. When shown a feature, say “Doesn’t Outlook do this too? Why would we need a second
software package?”
Chapter 10 - Responding to Objections
GelTech Buyer Role Play Information
Chapter 10 End of Chapter Role Play Case
Here are your objections:
1. “My reps aren’t very tech-savvy and this looks really difficult.”
2. When shown a feature, say, “I don’t like that.” If probed, say it doesn’t seem to fit real
Chapter 10 - Responding to Objections
HighPoint Solutions Buyer Role Play Information
Chapter 10 End of Chapter Role Play Case
Here are your objections:
1. “I can’t see how one package can fit our needs.” If probed, discuss how you want
something that will tie marketing and sales efforts together and maybe this is just for
salespeople.
Chapter 10 - Responding to Objections
EXERCISE 10-1 A SHORT PRESENTATION ON AN OBJECTION RESPONSE TECHNIQUE
For this exercise, the instructor will split the class into six groups. Each group will give a short
presentation on one objection response technique.
Your assigned technique is (circle one): Direct Denial Indirect denial Compensation
Referral Revisit Acknowledge
Talk about when this technique should be used. Provide good, clear, specific examples (i.e. Do a small
role play to demonstrate this).
