Two Ways of Handling Objections

by Paul Archer

Handling objections can give salespeople problems. They feel they should have the answer for every objection the client throws at them. Let me share with you an analogy of two boxers.

The first boxer, Joe Frazier was a big hulk of a man who went in fighting with all arms blazing and, through brute force, overcame his opponents. He wasn’t an elegant fighter and made hard work of his bouts. He could take punches but was usually strong enough to take them. Eventually he took a punch he couldn’t stop.

Our second boxer, Sugar Ray Leonard, was very much the opposite. Sugar won his fights quickly and stylishly and left the ring unmarked and ready for more. He moved quickly during his fights, ducking and anticipating punches, using less energy and boxing more effectively. He often beat opponents who were much stronger than himself.

The second boxer is the way we should handle objections. Don’t ask for them, anticipate them and avoid them by answering them before they actually arise.

So will you be a Joe Frazier and just talk your way to the end and then overcome all objections and beat your customer into submission.

Or will you be a Sugar Ray and dance with your customers, watching for customer reaction and buying signals. Testing the water along the way, trialling and closing when both of you are ready.

If, however, Sugar Ray Leonard was caught unawares by a punch he could deal with it. No matter how skilful you are, you’ll get objections from clients and will have to overcome them when they do arise.