Objection handling is working with the doubts a customer voices before making a decision. The key is to understand that a stated objection is usually only the surface. Behind the claim that it is expensive most often lies uncertainty about the outcome or a failure to understand the value; behind the need to consult someone lies a lack of authority; and behind bad timing lies the absence of a priority. That is why an objection should first be uncovered with a question, not refuted with an argument – compared to what is it expensive, what would have to be true for it not to be expensive, who else is involved in the decision. Only then does it make sense to respond, ideally with concrete evidence rather than an assertion. The worst reaction is an immediate discount, which confirms that the original price was inflated and opens another round of negotiation.
See also: Price negotiation, Price quote, Reasons for Losing a Deal.
