Turning Sales Objections into Opportunities
You’re in a sales conversation. Things are going well. The prospect is nodding, smiling, maybe even laughing at your jokes (which, let’s be honest, are solid). Then the sales objection happens.
They lean back, cross their arms, and say:
“Hmm… I’m not sure about the price.”
You’ve hit the sales objection, but is it?
This is just a buying signal disguised as an objection and it’s up to you to handle it properly. Sales Objections are buying signals. To handle it, just follow our method.
The GMS Method for Handling Sales Objections
When someone objects, they’re not saying “no.” They’re saying, “I need more information before I say yes.” That’s your cue to stop pitching and start listening.
The 5-Step Sales Objection Process
- STOP
Don’t panic. Don’t interrupt. Don’t offer a discount. Shut-up and listen. - LISTEN
Really listen. Seek to understand what the real objection is. Usually, the words you hear them say, is not the real objection. You have to dig deeper and understand “Why” they are are “objecting”. You should be thinking, “I wonder why they asked that question?” . Keep asking them questions until you believe you have the real objection. - CLARIFY
“Let me see if I understood what you said…”
This phrase is your golden ticket. It shows you care, and it forces you to actually understand the objection. Tell them what you think they are actually saying. Rephrase their objection and state it back to them. - RE-CLARIFY
Keep going until they say, “Yes, that’s exactly it.” Now you’re in business. Stay in the loop – step 3 to Step 4 until you understand the real issue. - ANSWER
And here’s the kicker: answer the real objection. Now you really know if it’s a price issue, if it’s not a price issue, then don’t lower your price (by the way, we never advise that!)
The Price Isn’t the Problem (It’s the Fear Behind It)
Let’s revisit our objection:
“The price seems high.”
You could drop your price. But that is just giving away your profit, and devalues your offering. It makes the prospect wonder, “I thought I was getting the best price?” and you may be creating more doubt.
“What is it about the proposal that feels unreasonable?”
Suddenly, they open up:
“We’ve tried something similar before and it didn’t work.”
Ah-ha! It’s not about the price. It’s about trust. They’re afraid of wasting money again. Now you can respond with a story, a testimonial, or even a reference call.
Objections Are Like Icebergs
What you see is just the tip. The real stuff—the fear, the doubt, the past failures—is lurking below the surface. Your job is to sail around it, not crash into it.
And if you do it right? You’re not just handling objections. You’re building trust. You’re showing empathy. You’re proving that you’re not just another “used car guy” with a slick pitch and a shiny brochure.
Final Thought:
When objections come up, ask questions. Listen deeply. And when you finally answer, make sure it’s the answer they actually needed.
Because in the end, sales isn’t about convincing. It’s about connecting.
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