Sales Objections Answered
Using NLP to Define the Real Objection

Sales objections can be very vague and undefined. Do you get objections like these?


  • Too expensive
  • I want to think about it
  • I already have a supplier
  • I need to speak to my partner
  • Can you send me some information


How can anyone possibly know what the real objection is or the reasons behind them without asking for more information.

And yet so many sales people go straight into their prepared answers. As if one smart rebuttal could get anywhere near answering all the possible meanings of any one of the above objections.

To turn objections into sales, you must clearly define the objection from the prospect's perspective before you try and overcome it.



Define the sales objection
before you answer it

Defining the objection is done in two stages:

Stage 1. Discover where the objection is based

Is it a real objection, a physical reason why the prospect cannot buy from you. Or, does it exist in the buyer's mind and is supported by their beliefs and experiences.

See more on this first stage of defining sales objections at Overcoming objections by discovering where they are based. Then return here for stage 2.


Stage 2. Define what the real objection is

That's exactly what you will learn to do on this page. Only when you have completed both stages will you have enough information to answer the objections.

The 2 stages above are part of the objection handling process I use with my working sales teams. To show you how this fast and effective process works here's a very brief outline.


The process my sales teams use for overcoming objections


To see the process in more detail open Objecton handling process then come back here and continue.



Defining what the customer
really means

Consider all the different meanings that you could give to an objection such as:

I don’t want to make a decision without my partner.

The real objection can not yet be seen.

It could be one of many different meanings related to the buyer, their partner, how they make buying decisions.

If you have followed stage 1 of the defining process you will have established where the objection is based.

You will have found whether the objection is based in reality, which means there are real physical reasons why the prospect cannot buy without their partner being present.

Or, whether the problem is based in the buyer's mind and on their map of reality.

The objection then would be supported by the buyer's beliefs, experience, and the rules they make for buying decisons.

For this example we will take it that we have discovered that this sales objection is based in the buyer's mind, as this is where the majority of difficult objections are found.



You now have two objectives:

To fully define the objection as it is framed by the buyer.

To turn the negative objections into positive needs, wants, and desires.



Defining the sales objections

How would you start to define the objection in the above example of needing a partner present before buying?

Using the example objection consider what questions you would ask to define the sales objection.

How would you start overcoming objections in the buyer’s mind?

You want to see the situation as the buyer does on their map of reality.

Their internal map is formed by:

  • Past related experiences
  • The beliefs the buyer holds
  • Predicted future consequences of buying


Structure your sales questions to define the sales objection

Start with wide open sales questions when handling objections. Questions that will get the buyer talking, even the low reactors. The best questions to ask are those that start with phrases such as:

Tell me

Describe to me

Build me a picture of

Give me some detail on

These types of questions make it difficult for a buyer to give short, or one word answers. They get the buyer talking and that’s what you want.

Then use more direct questions and alternative answer questions to narrow down to specifics.

For example: What would happen if you bought this today without your partner being here?

Or, Is it you or your partner that first made up that rule?

Then lead into closed questions that require a yes or no answer if you need more defined information.



Possible ways to start defining the objection?

You could start with, Tell me what would happen if you did buy it now?

What if you got the answer, My partner would kill me.

You may then follow with, How do you know?

Or, What is it about you buying something that your partner would be upset over?

What you’re looking for here is, what is it exactly that the buyer’s partner wants. You are trying to turn the objection into a positive want.

The buyer’s partner could want the opportunity to stop or reverse the sale if they are not happy with it. In that case the positive want could be a refund if they are not happy with it or a trial period.



Define the sales objection first before answering

Remember you are not presenting the answer yet.

You are defining the wants, needs, or desires that if fulfilled will overcome the obstacle to your sale.

At this stage of the process you are turning the objections, which are usually negatives, or do-not-want statements by the buyer, into positive requirements.

In the above example you could now phrase the objection to the buyer as:

So what you need is a way that you could return the item if your partner wasn’t happy with it?



Other objections turned into needs


The partner may want the buying process to be a shared experience.

This happens all the time in car sales. Yet how many car sales people have the initiative to overcome sales objections relating to partners by turning the objections into a positive.

How many would answer the defined sales objection with:

Great let’s take it for a test drive and pick up your partner.


The buyer may have made bad buying decisions in the past and the positive want is for a second opinion.

Some people want their partner with them so they can not be blamed if they make a bad buying decision.

You could phrase this back to the buyer as a positive want of, needing to see some evidence that buying the product is a good decision.

This happens in B2B sales to large companies all the time. Many people have the survival strategy of, If I don’t make any decisions on my own I can’t make any mistakes.

Your answer to handle the objection, later in the process, may be to provide independent reports, or feedback from satisfied customers, on your product.



Look for the real sales objections

I hope the above has opened your mind to the benefits of defining sales objections.

If in the past you have been tempted to respond with an immediate answer to an objection, now you might want to try defining the real objection first.

Objections, based on the buyer’s map of reality, may sound strange to you. But to the buyer they are real, and they are the obstacle you have to overcome when handling objections.


Examples of objections I have come across and the positive needs I turned them into

Some of the common objections I have come across in my sales career, and the positive needs I have turned them into after I had defined the real objections.

Remember these are not a presentation of the answer to overcome the objection and turn it into a sale. They are just a re-phrasing of the objection that gets the buyer to agree to a positive want, instead of a negative objection.


Sales Objection - Can you leave me some information

This customer’s strategy for making decisions included always having some written literature that they could read through. The positive want I turned this into was for me to spend time going through the product manual with them.


Too expensive

You need to see that the product is worth the value we have put on it before you buy.


I’ve already got a supplier

So you would need a good reason to move that business to us.


I need to think about it

After questioning to define the real customer objections the buyer agreed that there was one main positive need.

The need was: To compare the deal I was offering to similar offers from competitors. I gave him the phone numbers of the main competitors, and I helped him assess the deals he was offered by them.



The next step in using these techniques

Once you understand the sales technique, of defining the negative objection and turning it into positive need, you will want to know what words, questions, and phrases to use for your products and services.

You will also want to know how to learn to use the process and how to pratice it to perfection.

The sales process I use with my sales teams, which includes defining the objection, can be mastered in just a few hours. The course I present is called How to Overcome Sales Objections.



How to overcome sales objections

The sales objection course that I've used successfully with the sales teams I've managed and trained.



  • Learn to use it in just a few hours
  • Proven successful by working sales professionals every day
  • Simple to use with practical step by step instructions
  • Build a sales objection process unique to your products and services


Overcome more objections, close more sales, earn more money

An effective process that can be used for any type of sale in any market. Follow step by step instructions and build a sales objection process in your own words, unique to you.

The skills and techniques in this workbook course are used successfully everyday by the sales teams I manage and train.

You can download the workbook course today and put it into acton in just a few hours.


Download now and start overcoming more sales objections today for just £14.99

Buy Now


Click the Buy Now button to download or for more information click the image above or open How to Overcome Objections.



Return from overcoming objections to the main page of the Sales Objections section of the website

Return from overcoming sales objections to the Sales Training Sales Tips home page



Return to top of page



Search this site

Custom Search

All 4 Sales Training Courses in One Package

sales training courses

All 4 sales training courses in one complete package and with a special 30% discount on the usual price.

In this sales training course package you get:

Making Sales Appointments by Telephone

Selling Success using a sales process

Overcoming Sales Objections

How to Close a Sale


See more information and how you can start using all 4 courses today by opening 4 Sales Training Courses...

Or see details of the 4 individual courses below...



Sales Appointment Training Course

Learn how to build your own sales appointment call

Step by step instructions means you can put this training it into action today

Complete exercise program to build your appointment call in your own words

Enjoy making cold calls with confidence and professionalism

Fill your diary with selling opportunities

See the professional sales appointment workbook training course that I use with my sales teams.

For more information before you buy click the image above or open Appointment Cold Calling...



How to Overcome Sales Objections

How to overcome sales objections gives you an easy to use 4 step process for handling all sales objections.

You'll learn how to close more sales, and earn more money or grow your business.

Because the techniques are practical, and developed while working with real sales professionals, you can have this sales objection workbook working for you today.

For more information before you buy click the image above or open Appointment Cold Calling...



Selling Success Sales Training Course

Create an effective sales pitch for any product or service that you sell.

Follow a step by step guide and you'll have a great sales pitch in your own words.

Close more sales because you know how to use the stages of the sales process.

Make use of all the skills and techniques you currently have.

This is the sales training course that I use with my successfull sales teams.

For more information before you buy click the image above or open Sales Training Course...



How to Close More Sales

See proven sales techniques on how to close sales as a natural part of your sales process.

Close more sales with confidence using closing skills that have been developed by working professionals.

See ideas on how to close for your particular products and customer types.

Plus: Avoid common closing mistakes.

Tag the close on to your sales presentation.

Know when to use one line closes or longer questions.

With this effective course on closing sales you get 40 pages of straight to the point training.

For more information before you buy click the image above or open How to Close a Sale...