False Objections
Since many sales people accept these false objections and stop their efforts to make the sale, some
retailers get in the habit of saying the first thing that comes into their mind. We should, therefore, to
help the retailer think through and further examine his/her responses and objections so that our idea
gets a fair evaluation. If our idea is good for his/her business, he/she will accept it.
False Objection = Expressed concern is not actual/real concern.
Example:
Statement like: “The package design is too dull”. “Kids do not drink that anymore”. “No-one will pay
that premium price”.
To identify the “real” objection and “false” objections, we need to examine the concerns raised
by the retailer.
Process of Handling Objections
Four Basic Steps:
1. Identify (the real objection)
2. Understand
3. Verify
4. Handle
Purpose of Steps 1 and 2 is to help you find out the Real Objection that must be handled to close the
sale.
Purpose of Step 3 is to assure your finding - the retailer’s actual/real concern and isolate it as the only
remaining objection, preferably in words that you can address (e.g. profit, not margin).
Purpose of Step 4 is to help close the sale by handling the real objection to meet retailer expectation.