A Game Changer for Counteracting Sales Objections

In this post I’m going to talk about how to counteract objections or as I like to call them reservations.


As always there are many techniques out there, some of the most widely used techniques for overcoming objections are:

  • Listen to objection
  • Fully understand objection
  • Respond and counteract objection (where possible)
  • Gain clarity the objection has been quelled


Now there is nothing wrong with this approach, it works so try it.

Sales icon - sales objections

But what if there is an objection which is difficult to overcome? Take price, say you’re too expensive for them, how can you overcome this? Well we at sales icon coaching have developed another technique which we have found to have significant results.


It’s starts exactly the same so begin by listening to the objection and fully understanding it. From then on in it’s a two stage process, that being:


Stage 1 – Use positive reinforcement

Stage 2 – obtain low risk commitment and provide a fantastic first experience


Stage 1


Well when I say positive reinforcement I don’t mean give them a treat as you would a dog. What I mean here by positive reinforcement is the process of reverting back to things you have found to have pleased the prospect or customer. Items that have created a desirable pleasure state for them, things that get them out of a painful situation.


Stage 1 is all about counteracting an objection by reinforcing positivity. So if they’ve given you feedback that they like certain parts of your solution or proposition then reinforce this again, if there is a major frustration that you can help fix then reiterate it. Paint the picture of all the positives from giving you the ok, this is a sure-fire way to overcome the strongest of reservations. All in all we want to take them from a pessimistic state of mind to an optimistic state of mind by focusing on the positives that matter most to them.


So when they say to you “it’s too expensive” or “it’s not the right time” or “I’m not sure” then focus on positive reinforcement. Hone in on the things they liked and reinforce them!


Stage 2


Here I want to obtain low risk commitment. But what do I mean by low risk commitment?


Well I want something that is mildly sticky and causes the customer to commit, which is a litmus test for whether they are serious or not. But at the same time I want their perception to be that this commitment is low risk, so it costs them little to nothing. I also want it to be an easy decision to opt for, I don’t want it too feel taxing for them in any way. For instance I don’t want them to have to waste loads of time filling in forms, or commit to other time consuming tasks.


One of the best techniques for obtaining low level commitment is highlighted in one of my previous articles, do have a read:




Trials are one thing that could act as a low risk commitment (in my view they’re one of the most powerful). But what about other activities that push you along the sales process? We at Sales Icon Coaching call these transitioners. Why not get their commitment for a head office visit? Or maybe another meeting with one of your technical team? Or maybe a visit to another customers site?


I can’t tell you the exact medium you should use for stage 2, but you honestly can’t go too wrong. Just remember…


The key aspects to stage 2 are:

Find something that is low commitment for the customer but acts as a litmus test

Make sure they have a fantastic customer experience for this low level commitment

So next a customer has a reservation try the standard technique for handling objections. Then throw in this two stage process and you’ll notice your close rates multiply!


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