Sales Tip: Respond positively to objections

May 7, 2021
You’re right in the middle of a product presentation on a new Jenny electric 7.5hp stationary air compressor when the prospect interrupts and growls, “How much is this compressor?” How do you respond?

You’re right in the middle of a product presentation on a new Jenny electric 7.5hp stationary air compressor when the prospect interrupts and growls, “How much is this compressor?”

Is it a question? Is it an objection? Is the product too expensive? The prospect used a negative tone, so they must be unhappy with my presentation, right? I’m not done with the presentation and he’s getting antsy, so he’s trying to rush me, isn’t he?

First things first. Let’s understand what’s meant by the question, “How much is this compressor?”

If you think about it, the prospect probably had a compressor that was working just fine. Now the thing died or is on its last legs and they must get a new one. The prospect isn’t happy with needing a new compressor, so they most likely won't be thrilled with any price other than free.

In this case, even though the prospect interrupted you with a question, it’s simply that – a question. How you respond can move your potential customer in the direction of saying “yes” to the compressor purchase, or it can blow up in your face.

A simple, straightforward response is always the best. Try being relaxed, and say something like, “It will be between $X and $Y depending which accessories you decide on. Let’s take a look at the accessories and see what you choose.”

If you reply to this question with an argumentative response such as: “Why are you asking that? How much do you think it’s worth? We are a lot less than the competition.” Well, then you may have turned a simple question into a deal- killing objection in the blink of an eye.

Always – and I mean always – welcome an objection with a positive response. You don’t want to risk coming across as negative to your potential customer. If you make an objection a problem, the prospect will make it an even bigger problem.

About the Author

Alan Sipe | President, Toolbox Sales and Consulting

Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.

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