Objection Handling Techniques - Feel, Felt, Found

"I understand how you feel, Ms A..."
This is where you acknowledge that the objection your customer has is valid, and that you understand where they are coming from. After all, no product is perfect, and trying to pretend it is only makes you look like the worst kind of pushy sales rep to any potential customer. The important thing is to turn any perceived negatives into positives, which is exactly what this technique helps to do.

"... in fact a lot of my customers felt the same way when they first heard about this product..."
Here, show that the customer is not alone, that other people have had the same objection. The past tense is the important part, as it suggests that this is a belief that is no longer held, that the other people have since changed their mind. This subconsciously suggests moving on from the belief, before you even get to any overt redirection of ideas.

"... but they found that in the long run this product recouped the purchase price in a month."
Finally, you turn that negative into a positive, move the customer through the though process to the end result, giving them reasons to view their objection on a more positive light. From here you can continue to list other advantages that out-weigh the disadvantages, ask them for a few minutes to explain your product more fully, or give them statistical evidence of tangible benefits.

The best thing about this technique is that it can be applied to any objection that may be raised, and deal with it swiftly, without making the customer fell they are being dismissed, or schmoozed by slick sales patter. It is the most important sales training you will ever get.

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