Article Dealing With Objections:  How To Turn “No” Into “Yes!”

So what do you do when you’re meeting with the management of a potential location, and all you can get from them are objections?  The promotional materials you’ve received from us are full of information to handle most questions; but occasionally you’ll run into a manager that’s resisting.

It seems obvious to us that adding your Refreshment Service to their office is a smart business choice, but there are management “types” that won’t make any business decisions without objecting first, almost by habit.  It’s as if they worry they may have acted too hastily if they have no objections, so they’re going to throw anything they can at you, to object just for objection’s sake—but it can feel like you’re being run through a grinder.

First of all, don’t get angry or defensive.  It’s important to keep your cool and don’t attack them with facts or figures.  You don’t want them to get defensive; calmly discuss their reasons for objecting.  In fact, get curious!  Lead them into the discussion with a simple phrase such as, “Tell me more about that” or “Let’s discuss that”.  This will reduce their anxiety and you can begin the process of finding out the real reason for their objection. 

Once you get an idea what they’re really objecting to (or for), you can zero in—and name—the problem:  “So if I understand you correctly, you’re concerned that my weekly service will disrupt your employees?”  or “Let me be sure I understand; you’re worried about potential problems with empty wrappers, bottles and cans?”   Be as specific as you can when you restate their objection; it will reassure them that you were listening and do care.

Once they’ve confirmed that you’ve specifically named their objection, it’s very important that you resist your natural  urge to answer or explain right away.  Take a moment and ask yourself, “Is this a true situation?” Put yourself in their shoes for a moment and ask yourself, “If I were the manager here, what would cause me to feel this way?”  This moment will help you understand their resistance instead of immediately arguing with them.  Arguing—or “preaching” to them—will only make them stick to their original objection all the harder.

Often you will hear the word “too” in their statements, such as, “It’s too big”, or “The snacks cost too much.” The big question to ask them (and another way to keep them talking) is what does “too” relate to?  Don’t answer “It’s too big”  with “No, it’s not!”  Instead try, “What size would you be comfortable with?”  Don’t answer “The snacks cost too much”  with “No, they’re cheaper than a convenience store!”  Instead, try saying, “I understand.  What are you comparing their price to?   What do you think is a good price?”

Never say they’re wrong; instead, respond to them with a soothing preface:  “What do you think would need to happen that would ease your mind on that point?”  or “Under what circumstances would you consider this to be acceptable?”  This approach has two benefits; first, you show your interest in them and your willingness to adapt to their needs; second, you keep them talking!  It’s amazing how many managers—once they get to talking and hear their own objections out loud—will talk themselves out of their objections!

It’s also wise to focus on what they do like about your Refreshment Center and service.  Don’t pounce on the problems; pounce on the positives.  You might say, “Okay, let’s go through your reasons for wanting this service.” It’s far more successful to let them talk themselves into it than to try to “reason” them into it.  If you argue them into agreeing with you, there will always be a residual amount of objection and maybe some resentment; but if they convince themselves, why of course it’s a brilliant decision—because they made it—and they’ll support themselves wholeheartedly!