something such as, “No problem. Let me know if you have any
questions.” We hand them a business card and allow them to leave
the store without fully understanding what concern was prevent-
ing them from making a decision. That is why this step in the
objection-handling process is so important.

Clarifying is not...

• Clarifying does not mean asking, “Other than that, what’s

preventing you from making this purchase?”

• Clarifying does not mean asking, “So if I can get you a better

price, you’ll take it?”

• Clarifying does not mean asking, “What will it take to get your

business?”

• Clarifying does not mean asking, “Is that the only thing hold-

ing you back?”

This last one boxes the customer into a corner and is

regarded as a high-pressure sales tactic. Although this type of
approach does work, it puts customers on the defensive. This is
also considered to be a “tie down” question, designed to get the
customer to make a commitment. It may work but it certainly
doesn’t build trust. In fact, it just reinforces the concept that
salespeople are concerned only with closing the sale.

If you really want to stand out from your competition, learn

how to use this process when customers present objections. Resist
the temptation to begin offering a variety of solutions immediately.

Let’s apply the concepts of empathizing and clarifying to the

objections most retail salespeople face.

“I’ll think about it.” “Sure. I can understand that. A lot of my
customers like to think about their purchase. What is it that
you’d like to think about?”

“I need to check with my spouse.” “I can appreciate that. I’m
married too and I check with my spouse when considering a

c h a p t e r s i x

•

Solving Objections

101