Guest Contribution by Bushra Azhar

Let’s pretend you are presenting a management solution to a group and you’ve done everything right; you’ve laid out a water-tight case, supported by a robust value proposition, strong arguments and an even stronger voice.

You didn’t mumble or stumble or skip over your slides.

You did everything by the book. Heck, you even mastered Fantastic First Impressions Cheat Sheet.

And then, just as you are about to wrap-up, expecting a resounding applause or even a standing ovation, one of the attendees announces that although he is intrigued by your solution, he feels that your solution at the given price would not be able to achieve the required objectives.

He uses words that can slice steel hearts…words like, “impressive presentation” (implying that it doesn’t have any meat, only fluff) or “leaves something to be desired” (translation: It was just a load of crap) or my personal nemesis “having said that” (which essentially means… brace yourself, things are going to get real nasty here)

You feel deflated after your moment of glory and you cannot just stomp your feet and walk out like you used to when you were five.

So what to do instead?

Below is a four step process to deal with valid objections; objections that are not just mud-slinging fests but where the person is genuinely trying to understand something or raising a valid point. It is hard, because it is a battle against the objection as much as it is against your own rationality.

But who said, winning’s easy?

Step One: Welcome the Objections

Valid objections are caused by a person’s old brain. They are triggered by the fear of making a wrong decision and are typically the last step in the decision-making process. You should therefore welcome objections as a sign that the old brain is getting ready to make a decision and all it needs is some reassurance that the decision is the right one to make. This is the exact same technique but that I recommend when faced with the statement “you are too expensive”.

Objections are also a sign that the person is actually considering the viability of your solution and getting his cognitive resources involved. This is great news…never underestimate the importance of getting his mind engaged because this means they are open to any suggestions that come as part of the rebuttal.

Step two: Echo. Echo. Echo

No I am not implying that you repeat the objection verbatim, we don’t want to undo the effect of that stellar presentation and make you look like a simpleton.

What I am suggesting here is that you repeat the objections with a slight reframe. This reframe could work something like this:

Objection: Your solution at the given price will not be able to deliver the results that we are looking for.

Reframe One: “from what I hear, you are concerned that our solution is not at par with the other players in the market offering the same solution”

Or

Reframe Two: “It seems that you are concerned about pricing”

This reframing lets them come out with the REAL objection, that they are consciously or subconsciously not spelling out. Maybe its office politics, maybe they just not comfortable with the idea of change or maybe they just don’t have the budget. This step alone can overcome 70% of the objection, because by spelling out exactly what their objection is, they will give you hints on their real worries.

It is important to listen to what the response is after the reframe, to understand so that you will be better able to address his specific worry.

Step Three: Fight the Fear not the Objection

Try to dispel the fear with complete, total confidence. You can debate about the quality of your solution till cows come home but what really appeals to the irrational human beings is reassurance and yes that comes from numbers and stats and graphs but it also comes from conviction. When you make your point firmly, passionately and undeniably, the other party cannot dispute.

Once you have overcome the fear, the objection would just remain a mere triviality.

Step Four: Flip the Objection On its Head

Most valid objections have a positive spin. Longer engagement period translates into more detailed work and better knowledge transfer, too expensive could mean better quality and a new product means a competitive advantage.

Whatever the objection, find the positive side that best offsets it and present it in a way that the objector can appreciate it in a new light.

How do you do it?

Use a story (similar client situation) , an analogy (similar life situation), or a comparison (us vs them) that highlights the importance of the flip side of his objection and how it will serve him.

Misunderstandings and valid objections are a normal and expected part of professional life. Stressing over possible grumblers isn’t going to make them go away but facing them head on, armed with these 4 steps would.

Guest advice and opinions are not necessarily those of theglasshammer.com

Bushra Azhar is a Persuasion Strategist and Founder of The Persuasion Revolution: The only place on Internet that makes persuasion classy & fun! Get your free copy of The Non-Icky Persuasion Toolkit at www.ThePersuasionRevolution.com