We are not retreating; we are advancing in another direction.

- General Douglas MacArthur

s ISOs and merchant level salespeople (MLSs), we've learned how to handle just about any objection. For example:

• When faced with a price objection, we offer a comparison to a lower priced, inferior product.
• If our prospect says he needs to speak to a colleague or superior before making a decision, we ask to speak to that decision maker, or ask for the person's phone number.

You know the drill. You've been well-trained to neutralize objections so they no longer impede sales. But tread carefully. Sure, sometimes objections are simply excuses to end the conversation or ways for prospects to procrastinate.

Respond with respect

However, sometimes objections are valid. Sometimes a prospect really does need time to think over the purchase and isn't just stalling or attempting to broker a cut-rate deal. Consider the following:

• Perhaps a prospect hasn't pinned down what he wants to accomplish with his business in the next one to five years, and he is unsure if this purchase will fit into his plans.
• Maybe a potential customer is considering selling his business but hasn't shared that information with anyone yet.
• Perhaps the business is family owned, and your prospect needs to talk with a parent or spouse before making a decision. And the decision could involve personal factors the family doesn't want to discuss in your presence.
• Maybe the prospect is going through rough times and is too embarrassed to tell you about the pile of past due notices on his desk or the possibility that he might not even make payroll this month.

Think long-term

In these and similar situations, if you push the issue by answering objections as you've been trained to do, you may end up severing relationships when you really want to build them long-term. You want to win business, but you also want your customers to feel they've made good decisions and haven't been strong-armed into signing contracts.

Here are some common objections followed by examples of ineffective and effective responses.

Objection: Let me think about it.
Risky response: What's to think about?
Better response: Is there anything I can show you, or are there questions I can answer for you that will help you decide?

Objection: I need to talk it over with someone.
Risky response: Here's the phone. Call him.
Even riskier response: Aren't you able to make decisions on your own?
Better response: What can I do to help with your discussion? Would you like to reschedule our meeting with all of us present, after you've had a chance to speak privately? (Offer brochures, testimonials and research data to help your prospect present the benefits of doing business with you.)

Objection: It's not in the budget right now.
Risky response: Here's a payment plan and a pen. Just sign here.
Better response: Have you started your budget for next year yet? What can we do to get it in the budget for next year?

Objections can get emotional. It's your job to differentiate valid objections from ploys and handle each accordingly. Otherwise, even when you land a new account, you could end up with a disgruntled customer with a severe case of buyer's remorse. That would likely be fatal to the relationship.

On the other hand, a prospect who feels in control of the decision to use your services will likely turn into a happy customer who just might stick with you for years to come.