Using Objections to Make the Sale

I Object!

Textile Rental Sales Reps hate them.  Yep, I’m talking about objections.  The real challenge is not the objection, but, understanding what the objection means.  Let me explain.

Objections usually arise during the presentation or the close when the buyer says something like this:

“I’d like to think it over”

“I need to talk to my (partner, boss, wife, husband, etc.)”

“Your price is too high”

“Call me next week”

“I think I’ll stick with current supplier”

“Now’s not a good time”

In truth, objections can be helpful to the Rental Sales Rep because they identify what is required to make the sale if you understand what the decision maker is really saying.  Remember this, whenever the prospect is talking, they are helping you.  They’re helping you by giving you some piece of information that lets you know how close you are to making the sale.  The problem is, when you’re talking and the prospect is silent.  With this in mind you can learn to appreciate objections.

Objections can communicate different messages.   Some objections reveal the prospect is simply putting you off or not interested, while others convey an unspoken buying motivation that will clinch the sale.  The challenge is learning the difference.

At first glance all objections sound the same.  In order to understand the objection you need to clarify what the prospect is telling you.  For example, if the buyer says, “I want to think it over” you need to respond with a question that requires an explanation instead of saying, “ok, when would you like me to get back with you.”  You might ask, “I appreciate that you’d like to think it over.  Can you help me understand the specific concerns you have about moving forward. Is it (cost, selection, delivery frequency, etc.)?”  Or, you might say, “I see.  It sounds like you want to stick with their current supplier.  Is that accurate?”

Questions of this nature require the prospect to explain their position rather than hide behind a vague statement.  Once they clarify their true objection, you have the opportunity to re-energize the presentation and secure the business.

Your first step is to pay attention to the objections you receive.  Sit down and make a list of all the objections you’ve received over the past 3 months.  Next to each write a series of questions that can open up the conversation and reveal the prospect’s true meaning.  Do this with each objection.  Review this list every day for a month.  Begin practicing your questions in your sales presentations and be mindful of which questions work best and which ones don’t work at all.  You goal is to uncover your buyer’s true meaning and reinvigorate the sales conversation with this new information.

Next, after you ask your clarifying question learn to isolate the objection and determine if that is the real objection, or a smoke screen.  This is done by listening to the buyer’s answer and then responding with a question.  For example, if the buyer says, “yes, your price is higher than the other quote I’ve received.”  You could respond by asking, “I want to make sure I understand.  The only reason we can’t sign the service agreement today is because my price is too high?

If he says, “Yes,” then qualify the answer to make sure that this is the only objection standing in your way.  Ask, “So, if I’m hearing your right, if we could find a way to reduce the COST to the same or lower than the quote you have already received, then we could sign today?”  If the answer is yes, then you’re back in and you can explore ways to help reduce your prospect’s costs without lowering your price.  If the answer is no, then you ask, “What are you other concerns” and repeat the process to find their true objection.

Every prospect has objections; they are just part of the sale.  Now, you can turn those objections into buying signals and sign the agreement.  Practice these skills today, and see if you don’t close more sales.

Great Selling! is a Remote Sales Management organization that provides digital sales training and sales support to the Textile Rental Industry. To learn more visit, or follow them on Twitter @Rental_SalesRep or Facebook at can contact them by email at