Sales Objections Checklist

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1. Step #1. Softening the Sales Objection.
   • Overview. When you start communicating with an unsatisfied customer, first you must try your best to demonstrate your readiness for help and assistance. Your ultimate goal is to soften the complaint by agreeing with the customer. For example, you start saying with these phrases: "I agree with you…", "It’s a valid concern…", "We completely understand that …" Consider the following tips when trying to soften the complaint.
   • Be polite and courteous, no matter what and how your customer says.
   • Start your response with a gentle intonation style. Try to keep this style all the time during the communication.
   • Remember about your primary goal at this step (to soften the objection), so build your speech according to this goal.
   • Never use the question-to-question approach (answering a question by a counter-question) when answering customer questions, because otherwise you’re likely to annoy the customer.
2. Step #2. Confirming the Sales Objection.
   • Overview. After softening the sales objection, your next step is to confirm the problem by paraphrasing it while demonstrating a clear understanding. Your goal here is to convince the customer of your concern in the problem. For example, "So what you’re telling me is that you wanted to…", or "If I get you right, you need to…" Consider the following suggestions when trying to confirm the problem.
   • Use simple words and phrases to explain your concern.
   • Demonstrate your understanding by paraphrasing the problem.
   • Make notes about the problem to have necessary details when trying to paraphrase the problem.
   • Never interrupt the customer; if the customer interrupts you, let him/her speak.
   • Mention about the company’s readiness to resolve the objection, but until the problem is identified never say that the company will compensate the problem regardless of what the matter is.
3. Step #3. Responding to the Sales Objection.
   • Overview. This step is the hardest one as you need to present a valid argument(s) that can lessen the customer’s concern. Remember that the customer is always right so try to find an argument that can support the customer and alleviate the problem. For example, you can try to use the "3F" technique which means "feel, felt, found". Try this phrase: "I understand you feel disappointment. Many our customers have felt in the past what we have found is that [insert a valid argument here]…" Also consider the following tips when planning your response to the objection.
   • Try to convince your customer that you’re a friend rather than just a support specialist. Then the customer is likely to consider your argument greatly.
   • Have and use notes about successful experience of other customers who used the same product/service.
   • Mention about your company’s accountability for its products/service as well as quality, but never assure the customer that his/her objection will be completely satisfied (because you may not know for sure whether your argument will satisfy the customer).
   • Tell about the company’s continuous research and improvement effort (in case the company really makes such an effort) that makes products/services more qualitative and reliable.
4. Step #4. Closing the Sales Objection.
   • Overview. The final step is to finish your communication with the customer by closing the sales issue. You can use a trial close first to make sure your customer understands and accepts your argument. If the customer is unsatisfied then you must get back to the 3-rd step and try to find another valid argument(s). Here’re several question examples to close your sales complaint: "Do you see now how we can mitigate the objection?", or "Do you think our assistance was so helpful for you?" Also consider the following recommendations when closing your communication with the customer.
   • Never contradict the customer. Try to establish and maintain a 2-side beneficial discussion when both sides are supposed to be satisfied either completely or partially.
   • If you fee that the customer is satisfied, then you can try to mention about current special offers. The customer may be interested in these offers.
   • Close the discussion when you’re sure the customer remains satisfied.
5. Sales Team Organization Tips.
   • Engage your sales and support teams in understanding all the listed steps.
   • Develop effective responses to typical complaints and objections.
   • Be sure your teams keep response examples handy so they understand and ...

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