How Handling Sales Objections Got Me Richer

Yes, you will get more No's than yes.

That was a head spinner. Let me reword that.

In sales, it is inevitable that more people will object to your sales pitch than agree.

So, when you look at it clearly, sales are a number's game. The more prospects you get in front of, the more sales you will get. Of course along the way, your closing ratio will be better as you learn to improve your sales pitch.

The dirty truth about those successful in sales (and when I say successful, the ones who make more money than everyone else) is that every time they get a "sales objection," they get smarter as they know what to expect the next time around.


The way the salesperson responds to the sales objections.

What does this mean?

It means you must take on all their objections accordingly, and flip it to your benefit. As you learn to sell better, you will develop your own little techniques to handle sales objections.

Here are some to get you started.

The Boomerang Technique

The goal of this technique is to change the perspective of what the customer is objecting to by agreeing what they are saying but making a justification why it's so.

Customer: I think this watch is very expensive.

Salesperson: Yes, it is, I agree. But I'm assuming that you don't want to give your husband a watch of lesser quality.

The primary idea here is to first agree to what customers are saying to make them know that they are right. Then you try to attach what you, as a salesperson, want to impart. By doing this, you are using the principle of association. What you say simply becomes just as right.

Show The Customers The Bigger Picture

There are times when there is a need to demonstrate to your customers that small and insignificant things are exactly that – small and insignificant. Make their objection unimportant because their real need is its true function. The technique here is to show to the customer what they can get in contrast to what they can’t.

Customer: I think this laptop is a little too heavy. I would like to buy something more compact.

Salesperson: You have a point there. But this laptop has your true needs, right? Speed, long lasting battery, and all the bonus software. A smaller laptop is no problem but then you'll have the opposite problem, it doesn't have full functionality. Isn't that what you were really looking for?

Try to deflect your customers from the issue that you cannot resolve like size, shape, weight, and similar objections. That's something out of your control.

BONUS TIP: If you want, you can "make up" for it by adding a bonus "something." Just to show your desire to accommodate their needs.


The idea of reframing the objection is to agree from their point of view but twisting it to see a similar but different side. Take a look at the example.

Customer: I can't afford your services, business is down.

Salesperson: Yes, I agree, you can't afford NOT to fix your business. Do you agree that, if you don't make changes, your business will plummet further?

This is a cool technique, huh?

Call them on their BS technique

Now, this technique might require some guts but if you have some, it will work wonders when you are faced with sales objections.

Customer: I can't afford this. Too much this. Blah Blah.

Salesperson: Mr./Mrs. what's the real reason?

Customer: What do you mean?

Salesperson: (with a smile) What's your real concern?

When you have rapport already with the potential customer, you can ask to get straight to the point. They are still there. They haven't walked away. That means they want to buy. BUT there's resistance. Cut through the BS and ask them what their REAL concern is.

Anticipating the Objection

Make your sales process easier by thinking of the most likely objection your product might get. Address it before the customer even mentions it.

Customer: I’m looking for diamond earrings to give as a gift to my wife.

Salesperson: Here are the best ones we’ve got. I know that these might cost more than the other regular earrings. But they are made of high quality diamonds

See how the salesperson addressed the issue about the cost of the item early on? Not only will the customer be knowledgeable that the product may not come as cheap as the others, but it can also be an opening to find out whether or not the customer can afford it. If they back up immediately after saying the actual price of the product, it is a big sign it is out of their budget. But if they don’t budge, they may have the money to buy it.

The Use of Humor

Humor has powers. You can use it in the beginning to set the tone of the conversation or you can also use humor to diffuse tension in the air, especially when things are heating up for any reason.

Customer: I don't know... my wife will kill me if I buy this TV before letting her know

Salesperson: Mine would too! But I got a solution to that.

Customer: What's that?

Salesperson: I buy her something too! That way you both get what you want.

Customer: Laughs (usually)

Salesperson: Ok, so which one do you want?