Breaking Down Objections

Selling can often involve an initial objection, and this can often be something of an excuse to avoid the conversation going any further. This is particularly common with telephone sales.  How such objections are dealt will often define the success of the sales person.

It is also important to not always give up at the first objection you receive! Although no should mean no, very often this is not what is actually being said to you.

When an objection turns in to an outright rejection is also subjective, and whilst we may not wish to be rude and pushy, tenacity and persistence often result in reward.

After you have finished your initial pitch, there may be a number of responses including:


 “I’m not interested.”    “Send me the details and I’ll have a look.”    “Tell me about it now.”   "I'm too busy."   “No thanks, we are happy with our current supplier."


Here are a few quick tips as to how you could respond…..


The ‘Feel, Felt, Found’ principle.

This involves showing empathy in the first instance, assuring the individual that others have had the same reaction, but that these others had changed their mind after having spoken to you.

A note of caution however; be careful when dealing with professional buyers who will be aware of this method and may recognise it immediately, so I have not used the actual words feel, felt and found. The principle is the same however.

“I’m not interested.”

“I quite understand, a lot of other companies (name some that they may know and respect if appropriate), have said exactly the same before they had a chance to see how our product/service actually works, and how it can…(add a benefit). I’d like the opportunity to explain more and it will take no more than ten minutes, can we have a quick chat?”

“I’m too busy.”

“Oh yes I completely understand you are really busy, and I’m really sorry to bother you. People find though, that once I have had a chance to explain how our product/service actually works, and how it can…(add a benefit) that the results speak for themselves. When would be a better time to talk?”

“Send me the details and I’ll have a look.”

This means no! Use the Feel, Felt, Found method to get across that it is difficult to ‘do the product justice’ over the telephone.

“Tell me about it now.”

Try and avoid this trap. It is so much easier on the telephone to let someone ramble on and then just tell them no anyway.


Depending on circumstances, it is usually good practice to counter two or three objections before making your graceful and thankful exit.