English

Module 1: The Modern Sales Mindset

Module 3: The Art of Communication

Module 4: Essential Tools and Techniques

Module 5: Final Assessment

Content

Objections are a natural and necessary part of the sales process. The most successful salespeople don't avoid objections; they anticipate and welcome them. An objection is your final chance to prove your value and solve the last remaining puzzle pieces for the client.

1. Understanding the Two Types of Objections

All objections can be categorized into two groups:

01

Valid Objections:

These are real concerns that a customer has. They are often about money, time, or a lack of a clear need. A valid objection is a signal that you have not yet convinced the customer of the value of your solution.

02

Invalid Objections (or Stalls):

These are not real concerns. They are often a polite way for a customer to get off the phone or end a conversation. A common stall is, "I need to think about it," when they have no real intention of doing so. Your job is to listen carefully to determine which type you are dealing with.

2. The LEQR Method for Overcoming Objections

The most effective way to handle an objection is to follow a simple four-step framework. This method ensures you are always in control of the conversation, acting as a problem-solver.

  • L - Listen: Fully listen to the objection without interrupting. Do not jump to conclusions or formulate your response while they are still talking. Give the customer your full attention and let them finish their thought.


  • E - Empathize: Show the customer you understand their concern. This builds trust and lowers their defenses. A simple phrase like, "I understand that's a valid concern," or "That's a fair point," can be very powerful.


  • Q - Question: Before you respond, ask a clarifying question. This helps you uncover the real reason behind the objection and allows you to address the core issue. For example, if a customer says, "It's too expensive," you might ask, "I understand. Can you tell me, compared to what is it expensive?" or "Is budget the main concern, or are you not seeing the full value yet?"


  • R - Respond: Only after you have listened, empathized, and questioned can you provide your response. Your response should directly address the real concern you uncovered in the previous step, tying it back to the benefits you've already discussed.

3. Handling Common Objections

"It's too expensive."


  • L: Listen carefully.

  • E: "I completely understand. Price is always a factor."

  • Q: "To help me understand, are you comparing our solution to a competitor, or is it that the return on investment doesn't seem clear enough for you yet?"

  • R: (Based on their answer) "I hear you. The way our other clients have justified the cost is by looking at the time savings and increased efficiency they gain. For example, our system saves a team like yours an average of 10 hours a week, which translates to X dollars saved over the course of the year. When you look at the total value, the cost is often far outweighed by the benefits."

"I need to think about it."


  • L: Listen.

  • E: "That makes perfect sense. This is a big decision."

  • Q: "To help me understand what a good next step is, what specifically would you like to think about? Is it the price, the features, or something else?"

  • R: (Based on their answer) If they identify a specific concern, you can address it immediately. If they are stalling, you can say, "I completely respect that. How about this: I'll send over a quick summary of what we discussed, including the key benefits we talked about. What's the best time for us to reconnect next week to answer any questions you have?" This puts the ball back in your court and gives you a clear next step.