As a seller, it is common to get objections from customers. These are all forms of expressions of opposition or disapproval by the customer. These may sink your heart or leave your heart in turmoil as you try to figure out how to deal with it. The customer may claim your price is too high, the product is of low quality, your delivery is too long or he/she is satisfied with his/her current supplier. You should not take this to mean that he/she is disapproving you. You can go around that objection and eventually make a sale by using several objection handling techniques.

Objection handling techniques

Convert into a question

Asking a proper question to the customer will make the real nature of the objection clear. For instance, if a customer claims that the commodity costs too much, take that as the question “why does it cost this much?” Answering this question will satisfy the customer. Creating a question to yourself out of every objection raised will make it easy for you to deal with these objections.


To ricochet is to negate a negative statement. The objective here is to restate a customer’s “no” as a “yes.” A customer may say he likes your product but the high cost puts him off. You can reply to this objection by explaining that you have to charge more on the product so as to provide such high quality.


Listen to the customer’s objection and respond in a manner that allows the rapport to continue as though nothing happened. Show that you understand the concerns. Perhaps you can promise to come back later and with a better deal as a way of showing the customer you are no running away.

LAARC (Listen, Acknowledge, Assess, Respond, Confirm)

Listen to the customer’s concerns and acknowledge the validity of his/her objection. Assess the situation by asking some questions to probe further. Once you have understood the reasons for objection, respond in a calm and coherent manner. Finally, ask whether he/she has understood you and whether his/her mind has changed.

Feel, felt, found

This technique invokes human relations sentiments. Explain to the customer that you personally understand why he/she is making the objection. Let the customer understand that his/her sentiments are welcome. Point to the fact that despite his/her views, the product will serve its purpose perfectly.

How would you do if you had to?

This technique is employed when a customer admits that he/she personally would like to buy the commodity but is constrained by other factors such as an insufficient budget. Give the customer ideas of how he/she can raise the cash and buy your product. Inform hi/her of any discounts and offers available.


Instead of being frustrated, respond to the customer with humor. This will cool the air between the two of you and may ignite interest on the customer.


This requires you to object the customer’s objection. You can do this by making it clear you want the customer to purchase your product. Convince him/her to buy it rather than objecting by outlining concrete reasons why you think he/she needs it.

These objection handling techniques go a long way in enhancing the sale process. They help a seller deal with a customer’s objections in a professional manner. They also contribute to more sales as they often enable the seller to persuade a customer to make a purchase regardless of the objections that he/she may put forward.