How do you meet objections raised against your offers and advice? What do you say? How do you say it? Remember, objections have a positive upside because they give you the chance to help the prospect by removing their doubts, reshaping their attitudes or putting new thoughts into their minds.

The following tactical and strategic methods of answering and countering objections are varied and of different intensity.

Here are five methods of answering objections:

Head on

Some objections are best answered with a direct denial. This would be particularly true if the prospect makes a false statement about your proposal, products or personality.

The head-on method is used with prospects you know fairly well and where you understand their objection and the reason they made it. You can then dismiss the whole question with a direct statement.

When handled properly, a direct denial may favorably impress the prospect with your sincerity and belief in what you are suggesting. For example, when a prospect says: “I can’t afford it,” you might smile and answer, “Bill, I know you can afford it if you want to, otherwise, I’d never have called on you; you have a good job, a fine home, a well thought out asset accumulation plan – of course, you can afford it!”

“Yes, but”

This is the most widely used method because it fits most situations and can be used inoffensively and courteously with any type of prospect.

You can disarm your prospect by agreeing with his attitude or his prejudice. Then you move back on the offensive. For example, when he says: “I can do better with my money,” you say: “You may be right, Mr. Prospect. You might do better with your money if you laid it aside regularly and were lucky and had no losses – but what we’re talking about now is your total retirement and contingency planning, aren’t we?” “Yes, but” is both an agreement and a way forward to help the prospect. You agree with them, but present new evidence or represent existing evidence to support your case to the benefit of the prospect. A softer version of Yes But is Yes, However. This slight variation allows you to put up other alternatives


Here the prospect’s objection is turned into a positive reason for buying. This is an effective method; however, it should be used with considerable tact, since some prospects may resent having their objections thrown back at them.

For example, if he says: “Living expenses are too high. I don’t have any surplus income left,” you say: “That’s exactly why I am recommending this plan. It is low cost and provides a maximum protection just when your family needs it most when you have little disposal income left.”

Ignoring the objection

Both you and the prospect will be worn out if you try to give documented answers to every question they raise. Many times objections are a just conversation. So often the prospect doesn’t really mean them. They are just seeing if you know your stuff!

Here is an example of an objection that frequently can be bypassed. When the prospect says: “I’m not sure that I can handle that premium right now,” you say, “Mr. Prospect, do you know of anything in your physical condition which would prevent you from getting this protection?”

Even ask the question: “Is that of paramount importance to your decision?” Be prepared of course with an answer if they say yes!

Effective use of the motivational story

A strong closer is a person of conviction and belief in their advice and proposition. They believe implicitly in their product or service, and by their enthusiasm, they can really convert others. The reason some people find it difficult to use motivation is that they themselves lack a deep-seated belief in the plan they are offering.

The motivating story, like any other type of close, has its roots in the interview itself. The story is wasted, actually harmful, if not told at the proper place and without conviction.

A motivational story is exactly that. It is your verbal case study. It tells of a problem that is similar to the prospects. This means they can align themselves to the story. Then you propose a solution using your products, services or experience and expertise. The prospect can then see how by utilizing your capabilities they can divest their self of the problem by implementing your solution. True motivation is not a last-minute Appendix, hopefully, tacked on at the conclusion of a presentation. True motivation is built into the entire sales procedure.


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