Don’t Memorize, Internalize. Embrace, Anticipate, Practice!

At a recent sales training event I encouraged attendees; don’t memorize, internalize. These were salespeople and we were talking about how to deal with objections whenever they arise. The key with objections is to embrace them. After all, if you’re in sales then objections are part of the game just like running is part of soccer or jumping is essential in basketball. Nobody would start playing soccer and complain about all the running. Likewise, no one would take up basketball if they didn’t like jumping. Now apply that thought process to sales and dealing with objections.

No surprises here

If you’ve been selling for any length of time you face the same objections over and over. Sure, there are rare case something new is tossed at you but the vast majority of the time there’s no surprise when an objection is lobbed your way.

I recall when I was learning hapkido (Korean version of aikido, think Steven Segal) every offensive attack move I attempted, the black belt I was working with had a counter move that would break my wrist, elbow or arm. No punch I threw at him caught him off guard.

You’re in control

With objections the ball is in your court so to speak because when you know what to expect you’re actually in control. Consider this; if you were playing a competitive sport and had an answer for every move you opponent might make there’s no way you’d lose!

Back to hapkido; because I could not surprise my black belt opponent he was always calm in control. That allowed him to stay focused on what needed to be done to protect himself and subdue me.

You have answers

You can’t control other people but you can control yourself. Not only do you know what’s coming, which allows you to stay in control, you should know exactly how you’re going to respond.

As noted previously, the black belt I was working with had a counter to every move I made. His counters, if fully executed, would have quickly ended the confrontation and because of the damage he could do it was scary stuff.

Practice you moves

There’s nothing worse than dealing with a salesperson or customer service rep who gives pat answers that sound like a bad telemarketer who mindlessly memorized a script. Even worse might be the person who obviously doesn’t care because “they’ve heard it a thousand times before.”

My black belt friend needed more than knowledge of what I would do and how he would respond. He needed to be really good at his response in order to protect himself and end the confrontation. That meant countless hours of practice on his moves.


You may not be in sales but you’re sure to run into objections in your career. Those objections may be to a project you’re proposing, training you believe is needed, budget approval or any number of other initiatives. Knowing this you need to be embrace the reality of objections, anticipate them and practice your responses. The better you get at this the more likely you are to get the approval you need.

To Do This Week

Take time to write down the five most common objections you face. Next, think about how you might incorporate the principles of influence into your responses to make it easier to hear yes. Then begin to practice your responses out loud.

Two principles that are excellent when it comes to dealing with objections are social proof and authority.

  1. The more you are viewed as an expert or invoke expertise (principle of authority) the easier it will be to get beyond the objection.
  2. Tapping into social proof, what many or similar others are doing, is often an indicator that the person or group you’re trying to influence might want to consider doing the same.

Remember, just like my black belt friend, anticipate, practice and respond. Don’t memorize, internalize so your responses become and authentic part of who you are.

Brian Ahearn, CMCT®, is the Chief Influence Officer at Influence PEOPLE, LLC. An author, international trainer, coach and consultant, he’s one of only 20 people in the world personally trained by Robert Cialdini, Ph.D., the most cited living social psychologist on the planet on the science of ethical influence and persuasion.

Brian’s book, Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical, was a top 10 selling Amazon book in several insurance categories and top 50 in sales & selling. His LinkedIn Learning courses on sales and coaching have been viewed by almost 90,000 people around the world!

PS That’s a picture of me with our daughter Abigail at Taekwondo.

The Psychology of the Sales Cycle – Objections

“Let me think about it” and “Your price is too high” are two phrases salespeople dread. They’re perhaps the most often cited objections put out by prospects during the sales cycle. As I noted in closing last week, it’s not often a sale is made without resistance. Objections might come after your presentation or they could be peppered throughout. This week we’ll look at some principles of influence that can be very helpful in overcoming objections.

Two principles that are particularly useful are consensus and authority. They’re the ones to focus on because more than any other principles they help people overcome uncertainty and that’s the root of most objections. We’ll also touch on the contrast phenomenon because it’s particularly useful to demonstrate your offering is actually a better deal than the prospect might believe.

You may have heard the old saying, “The devil you know is better than the devil you don’t.” What that means is, as bad as things may be sometimes, there’s always the chance they could be worse with change. That fear of change is always in the back of the prospect’s mind, especially with big-ticket purchases. Below are a few thoughts prospects may have as you present. In fact, you may have held some of these very thoughts last time you bought something expensive.

  • Will it last?
  • Will it perform as advertised?
  • Will it be worth the extra money?
  • Will I regret this decision down the road?
  • Can I really believe the salesperson’s claims?

The challenge for the salesperson is to uncover the real objection. For example, when it comes to, “Let me think about it,” there may be something underneath that statement. Perhaps the prospect met with another salesperson and kept their appointment with you only because they said they would. It’s okay to ask, “What specifically will you be mulling over? I ask because I might be able to answer some questions for you right now to make the decision easier for you.” People generally don’t like confrontation so it’s easier to avoid it by saying, “Let me think it over.”

Let’s start with price. When it comes to price I tell people, “There’s nothing high or low but comparing makes it so.” If someone says your price is too high it’s because they are comparing it to something else. Your challenge is to find out what they’re comparing your price to and then to reset the comparison point so they’ll see your offer is actually a better value. The contrast phenomenon comes into play because what you present first will make the difference in how they perceive the next item presented.

The principle of consensus, that desire we have to move with the crowd, can help deal with objections. You never want to tell someone they’re wrong because that will only produce resistance. A better approach would be to incorporate consensus through the “feel, felt, found” approach. An example might go like this:

“I understand how you feel because other customers have felt the same way initially. However, here’s what they found…” Then you go on to show them what others discovered. It might be the realization that a higher price, say 10%, is worth it because the product life is 20% longer. Getting 20% more product for only 10% more money makes for a better value!

When we’re in a state of uncertainty making a decision is a lot easier when an expert tells us what to do. Establishing your expertise early on in the prospecting phase makes this much easier. That’s using the principle of authority. You can defer to this casually:

“Ann, as I told you when we first met, I’ve been doing this for 25 years and I can tell you…”

Maybe you don’t have that much experience or the credentials just yet in order to be viewed as an expert. You can still refer to others who are experts and you can share various facts to support your case.

“Bill, there’s a reason Consumer Reports has rated this product #1 for the past three years.”

“Sarah, several independent studies show…”

Dealing with objections isn’t something most salespeople look forward to but there’s good news. First, most of the time people who throw up objections are engaged in the sales process and that means you still have a shot at making the sale.

Second, if you’ve been in your role for any length of time you probably know 80% or more of the objections you’ll face. That being the case, you should be ready to answer those objections each and every time. Give thought to the proper responses, utilize the psychology or persuasion, then drill on the proper responses until they roll off your tongue in a very natural way.

Even if you successfully handle all the objections and the prospect clearly wants to do business with you the sale might not be a foregone conclusion. It’s very likely you’ll find yourself negotiating over price, terms, conditions or other items related to your product or service. The next post will look into which principles of influence will help you negotiate most effectively.