A 4-Step Methodology for Handling Objections

When we encounter an objection or experience conflict, human nature says we should assume a defensive posture.  Defend our position, hold firm to our stance.  However, such responses rarely lead to smooth resolution of the issue at hand.  I suggest a more systematic approach to dealing with situations like these.

Every good methodology needs an acronym, right?  Very often, those who are considered the best at what they do are referred to as ACES.  So, when dealing with conflict or handling objections, act like the ACES!

1.       Acknowledge

When conflict arises, it is usually because there is a misunderstanding.  When someone is frustrated, has an issue, or is objecting to something you do or say, it is important that they know and feel that you heard what they are said.  It sounds so simple, and so many take it for granted and assume the other person knows I heard them. Take it a step further. The first step in dealing with a conflict is to acknowledge that you have heard the other person.  A little empathy goes a long way during this step also.  Saying something like, “I am sorry to hear that” or “I understand you are not happy” is all it takes to let the other person know they have been heard.  Someone says they are not interested?  Simply say, “I understand you are not interested” or “I can appreciate that you are not interested.” You’d be surprised how much frustration acknowledging alone can relieve.

2.       Clarify

Once you have heard and understood the issue, you need to do a deeper dive below the surface to see if there are any underlying circumstances that are coming into play or that have contributed to the ultimate issue.  After you acknowledge, immediately ask an open-ended question that will help clarify the situation.  Open ended questions begin with who, what, when, where, why, or how and force the person to reply by saying more than just a simple yes or no.  **Note:  you may need to stay in the ‘acknowledge and clarify’ steps for a while until you have a complete understanding of the situation.

3.       Echo

Once you have all the facts, it is important to gain confirmation that you have a firm understanding of the situation.  To do this, use an IF-THEN format to echo back what you have been told.  “If I understand correctly…..Then this will happen and that has you upset.  Is that correct?”  Doing this shows you have listened actively to the other party and ensures you are on the same page.

4.       Suggest Action

Now you are ready to offer a course of action that may resolve the conflict. When doing so, try to use words like ‘suggest’ and ‘recommend.’  “Based on what we’ve discussed, I suggest…..” or “Thanks for explaining that to me.  I recommend…”  Suggesting and recommending are confident statements that people tend to take more seriously as opposed to saying things like “Maybe this would work” or “what do you think about this?” 

Few people like or enjoy conflict.  Most of us likely do not.  But we cannot shy away from it when it occurs.  We need to proactively diagnose the situation and see if we can play a role in its resolution.  Look at objections as opportunities.  Because they really are!

And if we can improve our objection handling, we’ll come up ACES!

John Ruffini is the Vice President of Professional Development for HealthTrust Workforce Solutions in Sunrise, Florida. He is a 30-year recruiting veteran, trainer, and motivator and is the author of the Amazon Best Sellers “Money Makers: Proven Ways to Increase Sales and Productivity in the World of Professional Recruiting”   and “A Quest for Alex.”