Frightened child

Why everyone struggles with sales objections on the telephone. It is easy to assume when somebody rejects your suggestion or offer, that they don’t care, they aren’t respecting you and their sole purpose in life as a customer is to make your life difficult! But of course it isn’t. It just feels like it.

Objection handling is easy once you’ve realise you’ve heard them before

During our 2 day telesales masterclass courses, we spend some time talking about the basic psychology of dealing with objections on the phone. It’s easy to think that it’s just me who struggles with customer knockbacks, but we all do to some extent. It is simply that some of us learn to deal with it better than others. We tend to suffer the emotions of rejection. Given our natural responses it is important to bear in mind the following steps to make sure you stay in control and deal with it objectively (rather than subjectively) ;


  1. Pay attention, by duplicating fully. This clarifies your own understanding. It also reassures the other person as it demonstrates that you are taking it, and therefore them seriously. The third benefit is that while you’re repeating back the key things, it gives you some valuable time, which allows you to do some thinking. Also the very fact that you’re taking time to repeat information back means that it helps both of you to get the situation into perspective.   

2. Make no assumptions. Don’t assume that because the other person is throwing ‘negative’ communication your way, they don’t want to deal with you. As I explained, often the opposite is true. Customers may complain more loudly to companies they like dealing with, than ones they don’t. This is because there is more in it for them.

3. Acknowledge their ideas, repeating the essence fully. A partial or insincere acknowledgement will often just make the situation worse.

4. Respond by giving some information. Give information, explanations etc. Aim to engage them in conversation. Building a more natural 2-way conversation will make it easier for both of you.

5. Use questions to control the conversation. If you’ve done the course already, you’ll remember this device as being part of the seek & speak circle.

6. Listen out for any ‘non-sequential’ information. (key things revealed late in the conversation which have a bearing on what has gone before.)

Using this process will place you in the position of being able to direct the conversation. And in my experience, a customer who has a complaint or sales objection satisfactorily dealt with, will perversely frequently become a more loyal customer in the future. I’ll tell you the story of the building contractor who travelled around the country laying concrete floors in new-build warehouses one day as a good example of this. Again if you’ve been on a To Market course, you will remember this.  We only get to find out a company’s true customer service when we have a problem and need support.

And another thing

Remember with any negative communication you are getting back from a customer, it is important you maintain a focus on being action orientated. In other words, it’s not what you intended to do that is important, it is what you actually do and achieve that the customer will judge you on. But whatever else is going on, take the issue on, and aim to resolve it.

In a separate article I’ll share the ACCEPT mnemonic with you as this is a good formula to use when dealing with objections. It is explained in full on the audio CD featured here “Saying Yes to Nos.” For just £34.99 you can find out for yourself what the ACCEPT mnemonic is all about.

Dealing with objections is a key part of the 2 day telesales masterclasses To Market runs for telesales and telemarketing teams across the East and West Midlands, including Birmingham, Coventry, Derby, Nottingham, Leicester, Northampton, Milton Keynes, Peterborough, Cambridge, Newmarket, Loughborough, Rugby, Warwick, Leamington Spa, Oakham, Uppingham and Solihull. Call us on 01858 461148 or e-mail us directly on 



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