How to Handle Sales Objections with the Feel Felt Found Technique

by Mike Pullen
(C.A. USA)

Feel Felt Found is a way to handle sales objections that has been around a while and stood the test of time.

It’s a great way to handle those quick little sales objections that are based on the customer’s reactive feelings to a product.

Feel Felt Found has worked for me in showroom sales to the public for many years. Give it a try, it’s really fast to learn and you can start using it straight away.

You understand how they FEEL

Empathize with the customer. Tell them that you can understand how they feel as they raise their sales objection.

You do not want to challenge them, or push against the objection. You are letting them know that it is understandable that they could have this objection to the sale. You want to instil within the customer that this is a normal part of the buying process.

Other people FELT the same way.

Other customers, that went on to buy from me, felt the same way.

You are using social proof to show that this is also what others have said, and they went on to buy. Your customer wants to be like others, we all do. We find safety in numbers, and we follow safe paths that others have taken.

You are emphasizing the thought that, feelings you have at the moment, were felt by others, and it will not stop you buying.

Why? Because they FOUND..........................

What others FOUND

I understand why you FEEL....

Others have FELT.....

What they FOUND was........

Tell the customer what other people found when they went on to buy from you. What they found that overcomes the sales objection. Don’t just overcome the sales objection by saying, they found everything was okay. Tell the customer how others, with the same sales objection, found that not only was everything okay, but actually it was far better.

Feel, Felt, Found, in use


I understand why you might Feel the price is too high.
Other customers have Felt the same way.
When they saw the money they saved with it they realised it was a really good investment

I know how you feel. When I first saw it I felt the same. But when I tried it I found I looked at it in a different way.

It’s understandable that you should feel that way. I felt the same when I thought about changing. Now I’ve found that it works much better than my old one.

Try it for yourself

I can understand how you might feel about trying a new way of handling sales objections. When I was first shown the Feel, Felt, Found, way of handling sales objections I felt the same. Now I’ve found in many situations it’s a really effective way of overcoming sales objections.

Give it a go and see what you think. Like any change it’s uncomfortable, but it adds a sales objection technique to your arsenal of selling skills. It doesn’t work in every case, but in the right situation it has helped me to close more sales.

Comment from Stephen Craine

Mike, thanks for this contribution, and for sharing your experience with us.

Feel Felt Found is a great technique for certain types of sales objections. I have been critical about it as a way to handle sales objections in the past. This is because I have seen many sales people try to use it for every type of sales objection.

You have described the best way to use it, and how to handle sales objections that are based on the customer's feelings and reactions.

The Feel Felt Found technique can be used to great effect with How to Overcome Sales Objections. Take a look and see if you can combine the two and close more sales.

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