Customer Complaints versus Objections

Customer Complaints versus Objections

One of the keys to moving conversations and deals forward is isolating customer complaints from objections. A complaint is an expression of discontent. For example, “The solution is expensive.” A complaint is a comment that will not impact the outcome of a conversation or deal UNLESS it is treated as an objection. An objection is an argument or reason offered in disagreement. When you treat a complaint like an objection, you validate the complaint and turn it into something that it is not. The more you validate a complaint, the more it becomes real to the customer.

When you hear what appears to be an objection, always treat it as a complaint first. Acknowledge the complaint, but give it no value. When the customer says, “The solution is expensive,” say, “I agree” or “I understand” and move on. Even if you internally disagree, acknowledge their reality without adding what you think about it. Move forward as if it is a complaint, not an objection (most “objections” are actually complaints). If the comment is truly an objection that needs to be handled, the customer will make it known with more specific statements of disagreement.

All contents copyright © 2016, Josh Lowry. All rights reserved.


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