I have learned to classify sales objections into two categories: realobjections and simple misunderstandings.

A real objection is something prospects say they don't like: our features,our price, our delivery, etc. They correctly understand what we have to offerbut say they don't like it. They may be playing games, or the objection may bereal. Either way, I have to ask questions to clarify the objection beforeresponding.

A simple misunderstanding is different: what they object to is wrong. Forexample, when prospects say they think our one-year warranty is too short, butour warranty was recently increased to three years, that is a simplemisunderstanding.

With a simple misunderstanding, it is pointless to ask questions to clarifythe objection. I know what the objection is, and it is false. But I have to usefinesse. I don't want to say, "Oh, no, Mr. Prospect. The warranty isn't oneyear. It's three years." If I put it that way, I make the prospect feelstupid. I try to put a more positive spin on it while making the prospect feelsmart:

"You're right, Mr. Prospect, a one-year warranty really isn't appropriate for this type of product, and a lot of other people felt the same way you do. So, because we are in the business of meeting our customers' needs, my company made the decision recently to lengthen the warranty. I'm happy to tell you that we now provide a full three-year warranty on parts and labor."

I've corrected this misunderstanding and, at the same time, I have told theprospect he or she was smart to demand more of us.

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