I doubt and object: how to find an approach to difficult clients?
10.05.2023 7817

I doubt and object: how to find an approach to difficult clients?

How good and serene would be the work of a salesperson if the customers were calm, cheerful, always knew exactly what they wanted, and bought, bought, bought! It is a pity that this is possible only in dreams. Therefore, we will not dream, but we will act. Together with Maria Gerasimenko, a permanent author of SR, we understand the doubts and objections of buyers and build a strategy for working with them. Our expert pays special attention to the two main objections of buyers, on which 82% of sales are lost.

Maria Gerasimenko Maria Gerasimenko -

CEO of Fashion Advisers and the first online school for fashion business Fashion Advisers School, expert in business management and development, business coach. Fashion business management experience - more than 12 years. Successfully defended 2 MBA dissertations (Mirbi International Higher School of Economics, Russia, Moscow, 2013) and London Metropolitan University (Great Britain, London, 2017)

Main areas of activity: strategic and anti-crisis management of the shoe business, assortment matrix management, development of motivation programs, conducting trainings in the field of management, service and sales. Clients include: Unichel, Tamaris, s'Oliver, Kotofey, Rieker, Sinta Gamma, Helly Hansen, Rusocks and others.

People often live in captivity of stereotypes, often erroneous. And sellers here are no exception.

TOP 3 stereotypes of sellers:

  1. The buyer always knows what he wants, the seller's task is simply to help him find this product in the store.
  2. If the buyer is in doubt, it means that he is simply looking for a reason to leave the store.
  3. If the need is correctly identified, the buyer will have no doubts about the purchase.

In fact, no matter how good you are at customer focus or need discovery, your customers will continue to question and object.

Doubting before buying is normal, and happens about 80% of the time. 20% are the same people who initially know what they want and purposefully come for a certain product.


The buyer always has a choice: buy / not buy, buy in your store / go to a nearby one, buy now / wait for discounts, buy model-1 / buy model-2 and so on.

When making the final decision, mental scales are launched, where on one bowl lies your product, and on the other - the values ​​​​of the buyer, to which this product corresponds. In fact, the stage of doubts and objections boils down to the fact that the seller puts the client's values ​​on his scale in order for this scale to outweigh. There was an advantage in favor of values ​​- the purchase took place. No means the sale is lost.

Before proceeding with the development of objections, it is necessary to determine whether it is objective or biased.

Consider the most common reasons for objections.


First you need to determine whether this objection is objective or biased.

biased objection usually accompanied by a quick response (the buyer immediately, having learned the price, says that it is expensive). Such an objection may arise if the buyer does not realize the value of the goods or when he really does not have money to buy.

Example: The buyer chooses walking shoes, and the seller offers him a certain model. Seeing the price, the buyer immediately declares: “Expensive!”

What to do: The seller must start from this reaction in order to find out the needs of the client, and in the future focus on them: what is a priority when choosing shoes for the buyer, in what cases does he plan to wear them, what is categorically unacceptable for him, etc.

objective objection looks different. In this case, the buyer voices an objection already at the final stage of the purchase and tries to reduce the price of the product as much as possible.

Example: In a nearby store I saw a similar model cheaper!

What to do: In this case, the seller will only cope if he knows the product well and knows the technique of working out objections.

In the event that the seller understands that “expensive” is an objective objection of the buyer, he must explain in the language of values ​​that the purchase can be profitable for him. This will help you special techniques for working out objections:

1. Reasoning the price in the language of the buyer's benefit.

“Quality things cannot be cheap, because the price is made up of…”

Remember: most buyers are not afraid of a high price, but of overpaying for a low-quality product.

Therefore, objection handling should be reduced to arguments that justify your cost and, thereby, increase the value of the product in the eyes of the client.

2. Agree with the buyer.

“I agree, at first glance the price may indeed seem high. And yet, it is justified, and here's why ... "

Thanks to the phrase “I agree”, the buyer feels support and acceptance of his position. Therefore, when you switch to values, it will be easier for you to win over the buyer.

3.  Switching to a more budget model.

"We have several similar models on sale"

Offer a similar item in a lower price range, or check if there is a similar model in the leftover sale.

4.  Comparison.

“Expensive compared to what?”

When you know what the buyer is comparing your product to, it will be easier for you to argue and talk about the benefits. The comparison usually takes place:

  • with last year's price (if a revaluation was carried out);
  • with a similar product from competitors;
  • with an analogue on the market price.

If the price is compared to last season, then you need to rationally explain why it went up. If the client is interested in why competitors offer a similar product cheaper, tell us about the differences and advantages of your model. If we are talking about the marketplace, then it is worth noting that a purchase on the marketplace often turns out to be a pig in a poke. And you have a guarantee and certified products.

1.  Installment plan

“You do not fit into the required amount, or are you uncomfortable paying it all at once?”

In this situation, installment cards help out. Several banks have such offers, and in order for the installment plan to work in your store, you need to conclude an appropriate agreement with the bank.


This type of objection is like an iceberg, where all the reasons are hidden under water. And here, too, there are several techniques for working out doubt:

1.  Barrier.

“What reason is stopping you from making a decision right now?”

This gentle technique helps to uncover the real causes of doubt. The next step is to work with objective objections.

2.  Weighing the arguments for and against.

“Tell me, did you like this model in general? What did you especially like about it, and what confused you?

This technique will help you uncover the true reason, which will be on the list of cons. Then you can already work out the objections that have arisen.

3.  Confidential conversation.

In my opinion, this is a golden technique. Just say, “You know, when I feel like saying no politely, I say that too. But I have made you a luxurious offer. I just have a professional interest: what did you not like about this variation?

In response, the buyer is more likely to sincerely share with you the true reasons for the objection.


Dealing with doubts and objections is an integral part of working in sales. It doesn't matter if you sell wholesale or retail. Developing this skill in your employees will help you increase the company's profits.

I have prepared a little practice for you. Use it to systematize the processing of doubts and objections right now:

  • Brainstorm and write down all the possible objections your salespeople face.
  • Prepare at least three scripting techniques for each item (use the techniques from this article).
  • All managers and salespeople should learn the techniques by heart. However, there is a nuance here - you also need to be able to act according to the situation, and not just according to the script.
  • Monitor the use of objection handling in your work. To help you - the supervision of managers and mystery shoppers.

And remember: the main thing is to treat doubts and objections positively. Penetrate the client, believe that he really needs YOUR product. Then the whole process will not take place in the “Buy! Buy! Buy!”, but in the format “I want to make you better”, and this greatly affects the tone of the conversation.

How good and serene would be the work of a salesperson if the customers were calm, cheerful, always knew exactly what they wanted, and bought, bought, bought! It's a pity that this is only possible in…
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