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4 Types of Objections

Hi, I’m Kenny Chapman, the Blue Collar Coach. Thanks for joining me here. Today I want to talk about several different things, but we’re going to frame it all around types of objections.

This is something we all talk about a lot, we train it a lot, and we think about it. You know all this plays in and sometimes it’s unconscious and sometimes we’re very conscious of it.

I want to break down what goes into an objection itself and then look at the types of objections that we’re faced with so we can handle them more directly, understand them a little bit better and do the best that we can to create the ultimate client experience.

Put Yourself in Your Client’s Shoes

To start out, I just want us to place ourselves in the frame of mind, in the mindset if you will, of our client.

Many times if I’m doing a live seminar we’ll do an exercise and have people share with each other good and bad customer service experiences they’ve had in the past. We have all these different types of experiences and so from a customer or one of our client’s standpoints, from their point of view, it looks a lot different than it does from ours. Right?

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The Unintentional Car Purchase

I remember hearing one story about a guy that went into a used car lot many, many years ago. (You always have to have a used car lot experience, right?)

But this was a little bit of a different one. He went to test drive the vehicle and I think this was back in the ‘80s. And he said, “I want to test drive XYZ car.”

The salesperson said, “No problem, I need you to give me a dollar and I need you to give me your picture ID, your driver’s license. And I just need you to sign right here and we’ll have you go ahead and test drive the vehicle.”

So he does, signs the paper, and goes for a test drive. He decides that the car is fine, but wants to keep looking.

Then comes the surprise…the salesperson informs him that he actually bought the vehicle. Of course, he’s dumbfounded and asks the salesperson how that is possible.

Remember that piece of paper he signed, the one that none of us ever really look at?

He probably assumed it was a release form or something similar. We’ve all done it 100 times in different ways with different interactions. But he signed a form that actually said the dollar was a down payment for the vehicle! Of course, he told them “you’re nuts, I’m not doing that. I’m not buying this car.”


So then they place him in a room and went back and forth (the tennis ball effect), debating the issue. The manager comes in and they work him through this process for three hours and finally he says, “You’re going to have to call the cops then because I’m walking out of here right now.” He went back the next day with his attorney and they denied the whole thing. All of a sudden ‘it never happened.’

Crazy as it is, this is still an example of a client experience.

Saks Fifth Avenue’s Disappointing Customer Service

Just recently my wife made a purchase from Saks Fifth Avenue online. If we’re not traveling she does some shopping online since we live in a small town. So she bought a pair of shoes from Saks Fifth Avenue, one of the higher-end retailers in the country. We were actually getting ready to go to the Kentucky Derby.

So she needed a certain kind of shoes and obviously you can’t try on shoes over the Internet. You’ve got to have them shipped to you, so she bought the shoes and assumed they had a great return policy. There’s so much e-commerce online now, you would think they would make it easy, right? So she gets the shoes, tries them on, they don’t work, and so she ships them right back.

She bought them using a gift card that she had been given, then goes to send them back and they dinged her quite a bit for the shipping going back. And I was thinking that just doesn’t really feel right.

I get the fact that they have some cost incurred but I know there are multiple websites where it’s free shipping both ways or you pay to


have it shipped to you. If you don’t like it then send it back and it’s on the company you purchased from. Online retail is a very competitive space, and here’s a merchant that dinged her gift card for shipping both ways so that she only had $8.00 left on the gift card. It makes no sense to me.

And so she got a pretty good feel for their ‘company policy,’ and it didn’t really work for her. (Those of you that have trained with me know how I feel about those two dirty words.)

On top of all that, when she went to use the $8.00 toward an in-store purchase, they informed her that there was nothing on the card. And guess what? She won't be shopping with them again, because there are millions of other opportunities, plenty of retailers that have her satisfaction in mind. Obviously she’s not looking to get over on the $8.00, she is (or was) a Saks client but she wants the good customer service.

Amazon.com’s Great Customer Service

Then you hear a story about Amazon.com’s customer service. A guy placed an order and chose the “Super Saver” shipping, which takes several days to arrive. He got to thinking about it and decided he wanted the order sooner. So he went back and changed it to the two day shipping option, which of course cost more. He finished the order and it gave him the estimated shipping date, which was about four days away. He looks at his receipt, and sure enough, he was charged for the two day but it’s not expected to arrive for four days!

So he calls Amazon’s customer service department, trying to find an answer to why this happened. They responded with “Oh, I’m


very sorry sir. We must’ve made some sort of a mistake. We’re going to refund all of your shipping. We’ll get it there as quickly as possible, and because you're a very valued client of ours we’re also going to add $5.00 to your account that you can spend any way that you’d like.”

Both are online retailers, one experience versus another experience. I wonder who the more successful company is, right?

Creating a Positive Client Interaction

So what’s the point of these examples? Well, the point is my friends, when we think about going out and serving our clients, when we roll a truck to a client’s home, we want to create the best experience we can and obviously sell our services. I’m with you; I want to sell our goods and our services. I want it to happen in my company. I want it to happen in your company. That’s why we’re doing this program.

During a sales interaction, I want to create a great client experience, the ultimate client experience.

What we need to do when we look at objections is to take a step back and learn from stories like the ones I’ve shared with you and realize that our clients have built-in, pre-programmed objections before we even arrive.

So we’ve got some objection handling to do from the very beginning of the customer service experience, and all the way throughout the call.


Any time that I facilitate general sales training, technician sales training, or different types of customer service training, any time that we arrive at the subject of objections, it’s always about price.

If I was in your company right now, I would ask about objections, and everybody would say, it’s always the price. People don’t have enough money. They can’t afford it. I’ve done an amazing job of presenting everything and building value and they just can’t afford it. Then we leave and didn’t close the deal. I want us to take a step back from that idea and consider the four types of objections.

The 4 Types of Objections

There are four main types of objections, and the first one is: there’s no trust built yet.

The second one is: they don’t have a need. So no trust, and they don’t have a need for what you're offering them.

The third is: there’s no urgency. There’s not enough urgency for them, that’s when you get the "I’ll think about it".

So there’s not enough urgency, and then the fourth type of objection is: they don’t have the money. That’s the fourth type of objection, and yet when we work with technicians and salespeople, that’s always the first type of objection that we get.

So, as great customer service people, as phenomenal salespeople, as you go out and interact with your clients, I want you to think about these things and break them down.


Objection #1: Not Enough Trust

This is critical my friends, because if you get to the end of your service call and you presented many great options and maybe add-ons and cross-sells and up-sells and all the different things, the easiest objection for them to give you is, “I need to think about it. It seems like it’s too much money. I’m not going to do anything.”

What has really happened is that you haven't created enough trust for them.

They’re not going to tell you: “Well Kenny, I’m glad that you came out today and thanks for looking at my water heater and offering the add-on expansion tank and that all sounds really good but I don’t trust you, therefore I’m not going to purchase from you.”

It’d be nice if we could know what they were thinking so we could structure things a little differently and handle it accordingly, but they don’t tell us that.

So if they’re not going to tell us that, we need to realize going in that they’ve had negative experiences like the ones from Saks Fifth Avenue or the car lot.

All the different experiences that we’ve all had that make us think: you're a service provider. You're trying to sell me something. You're offering something. I’m not sure if I trust you.

The first thing we’ve got to focus on from the very beginning is building trust as we go because why do people buy? Who do they buy from? From people that they know, people that they like


and people that they trust. Share a little bit about yourself (we talked about it in the impression video.) Let them know you a little bit and then they can like you a little bit and then ultimately if they trust you we can eliminate this objection entirely!

So there’s an abjection that we know that they have right away. We want to build their trust to get that objection out of the way.

Objection #2: There’s No Need

The second type of objection that we get is: there’s no need. So if there’s no need then what are we going to do?

When you think there’s no need let me ask you this, would you ever offer a client any product or service that they don’t need that’s not relevant to them?

Would you ever do that?

The answer had better be no. Never ever, ever, ever, ever, ever, ever, sell a client something that they don’t need. That’s criminal, that’s not right. Sell them everything, everything, everything, everything, everything, everything, that they want, need and desire.

So if they don’t need it and you're offering it, then there’s a disconnect. What I mean by that is you know that they need it but they’re not seeing that they need it or why they need it or how they need it or whatever the case is, so we’ve got a communication gap. We’re missing some information.


So if there’s no need, that’s from their perspective, not your perspective. I know it’s from their perspective because you're only offering it because they either need it or they want it.

We also know that people spend more money on things they want than things they need; that’s another key.

If we can turn it into something they want, then it’s a done deal, no objection, because if they want something they will justify within themselves why they have to have it.

I don’t need to have an iPad, but when I travel I want to watch movies on the airplane and Christy and I want to hang out and laugh and it just makes the flight go so quickly. I want to have that experience. I don’t need to have that experience, I want it therefore I’ll go spend several hundred dollars on a piece of technology and pay to download a movie in order to have that experience.

So if your client is in this “no need” objection realm, there’s a communication gap going on. We need to feel our way through that.

It’s been said that to be trusted is a greater compliment than to be loved. Think about that for a minute.

So if you are trusted, it is a greater compliment than to be loved. That’s powerful. We all crave, desire and want to be loved but to be trusted is even more powerful than that?

In our situation, we’re coming in to a home sight unseen. Our clients have never met us, don’t know us, and are unsure about


who we are. They’re skeptical, and they have built in objections already. We work on the trust and sometimes the customer still thinks: I don't know, I don’t see the need. I don’t think that I need that.

That’s why you’ve got to educate, then you’ve got to educate then you’ve got to educate, then you’ve got to educate, then you’ve got to what? Say it with me this time: educate some more. That’s right. That’s the power that we have. We’ve got to continue to share information with them.

That’s why we ask a lot of questions through the discovery process regarding what’s really going on, helping understand the client and their situation so we can remove the “no need” objection right away. Then you can say: because that we’ve had this experience and you told me these different things about your home, that’s why I’m offering option one, two and three to satisfy your needs. You can eliminate that objection right there. Now we’ve established need and trust.

Objection #3: Lack of Urgency

Number three, what was it? Lack of urgency. An example of this is when you hear: I don't know, I think I’m going to think about it. I don't know, I want to talk to my spouse. That one’s real sometimes. We’ll talk about that in a moment.

Urgency is very, very powerful okay? In anything that you do, you have to help people create urgency for themselves.


Now, as great customer service and sales person, I want you to think about how to help frame the urgency for your customer so they create the urgency in themselves. All right?

I’m not talking about pushing somebody to buy today, but to look at this regarding how you work with a client, and how you influence a client to help them make a quality buying decision.

If you know that they need what you’ve got to offer, and you know that you're the right person and the right company to offer this, and you know what you want to make more money by having them buy your goods and services and products, then we need to get them to do so - today.

We need to help them make this decision, but people tend to be wishy-washy and indecisive.

For example, think about your friends or if you go and get a group of your buddies together to go to lunch. You ask: where do you guys want to go to lunch? And what answer are you going to get? I don't know where should we go? I don't know, what do you think? Where do you want to go? I don't know, I had Mexican food yesterday.

People are indecisive, so sometimes you have to help them lower down options, and help them realize the urgency. In the lunch example, you might have to say: do you want to go to restaurant A or restaurant B? We have one hour for lunch and we need to make a decision so we can go get what we need to do taken care of (which is eating) within our hour and get back to the office or get to our next service call on time.


Whatever the case is, there’s intrinsic urgency built in that will help people make a decision, you just have to help them realize it.

People don’t like to make decisions and they like to think and process, we need to help guide them through that process.

Procrastination is something I see all the time when I’m doing development seminars, working with people on personal development. It’s something that many people need to work on.

Most people would rather sit down and watch TV than they would like to sit down and work on a life plan or to write goals or to do things that will change their lives. I’ll start working out tomorrow because I don’t want to do so today.

Your clients are no different. It’s about removing the procrastination. So I want you to recognize in your mind when it comes to the “no urgency” objection if you're seeing and feeling procrastination from your client.

Don’t work so hard on pushing them to buy as you as working so hard on removing their level of procrastination. Okay? Work on getting that out of the way.

If you can remove their procrastination, they’ll make a buying decision today. Any good salesperson would rather have a customer look them square in the eye and say no, I’m not buying what you’ve got to sell me today, but they feel like they did their best to sell the product. They will ask a few more questions to make sure, and will have to be told a few more times because they never take the first “no.”


Once you work through the process, if you’ve done everything you can, educated them, built as much trust as possible, and you get through this whole thing and the client says, “It’s not for me,” at least you know. The client has made a decision and isn’t being wishy-washy.

Work on helping them get out of their state of mind of procrastination, which is pre-programmed and built into people. Help them make that decision today because we want the decision today.

Here’s the thing: when you're working with clients on their level of urgency, you’ve got to really give them a logical reason why they need to purchase today. Your conversion rates go up dramatically when they see the connection.

You can say something like, “You know Mr. and Mrs. client, here’s the thing. It’s shoulder season here at Peterson and we’ve got a special on doing tune-ups because we’re going to get hot pretty soon and it’s going to be too busy, we’re doing a season special for $74.50 this week and this week only.” Whether it’s a price, whether it’s seasonal, whether it’s discount, whether it’s pre-season special, you’re giving them a logical reason to buy now.

Mr. and Mrs. Client can think hmm, yes that makes sense, I get it. May’s coming, it’s going to start warming up. Your heating and air conditioning company is therefore going to be busier. You're not as busy right now because the weather’s not there, so you're offering me something special– oh, okay. That makes sense.


I often look at our scripts for our outbound calling, and logical reason is what gets people to make a decision today. There’s a logical sequence, there’s a logical reason to move them today.

You can’t approach sales with the attitude: here’s the prize, it’s going to be there forever, I can come back in 30 days and the offer will still be there. Next year it’s going to be the same. No, you’ve got to work with your team and your company to incorporate this logical reasoning into your sales.

I don't know exactly what you're selling. I don't know exactly what you're offering. I don't know who you are or how you structure things. Work with your management team. Find what triggers urgency within your client to get them to act today.

And last thing I’ll say about urgency is: urgency with your client begins with urgency within yourself. You’ve got to bring that energy to the table. You’ve got to be ready to do it. You’ve got to want it. You’ve got to be hungry, as my friend Les Brown says.

Okay, so bring that energy to the table and help your clients see how you can remove procrastination for them. All right? So there’s the first three, number one, no trust, number two, no need, number three, no urgency, and last but not least, no money.

Objection #4: Price/Can’t Afford It

They don’t have the money. That’s an objection that we get. They don’t have the money. They don’t have the money. I can’t afford it. I can’t afford to spend it. I just had to buy this last week. I just had my house painted. I just had carpet put in, whatever the case may be.


All you can do is all you can do my friend, that’s it. Right? You can’t strategically place more income in their pocket. Where they are today is simply choices they’ve made to get to this place. All you can control is your side of the equation, so take it in stride. Go through your process of objection handling. I’m not getting into all the strategies for objection handling in this session.

I want to frame this today so that you can incorporate these four objection classifications into whatever you're working on in your company regarding handling objections.

So obviously when it comes to the “no money” objection, financing is huge, financing’s everything. Most people buy just about everything today based on payments, so when they talk about not having money, I get it.

Did you know less than five percent of America (I think that’s the exact statistic) can put their hands on $5,000.00 in cash? When we go and do digs, we do replacements, we do installs, it’s usually going to be more than $5,000. They don’t have that kind of cash but guess what?

They can come up with $237.00 a month. They can come up with $63.00 a week. They can average it down to whatever it is, $12.18 a day, which is like going to Starbucks and getting a couple coffees. This is where you chunk it down and you help them find the money - because they’re spending the money right now.

They’ve got the money, they just haven’t allocated it to being about your goods and services. They would rather buy the latte


every day, not realizing how quickly it adds up, than have a heating and air conditioning system.

This is where you help paint that picture and work with taking the “no money” objection off the table.

At the end of the day, the main thing I want you to think about here is that most of the time we think this is the objection. Most the time we think I knew it, there’s another one. We’re expensive, we charge too much, they can’t afford it, they don’t have the dough.

Stop this way of thinking.

Most likely there’s something else going on.

Are we more expensive than our competition? Yes.

Are we priced that way for a reason? Yes.

At the end of the day, what we’re charging is what we have to charge to stay in business, to grow the business, to have the opportunities for all of our team members, etc.

So we work on gaining trust, we work on how we can help clients understand their needs through great communication, we help raise the level of urgency by eliminating procrastination.

We talk about how they can allocate money a little bit differently, and if we haven't sold after those four things, that’s going to be that little teeny piece in your conversion rate that you're not going to get every deal every time and that’s the way the world works.


I want you to look at these four things and I want you to frame them in your mind and know when you're going in that they already have these built in objections. They’ve had bad customer service. Many times, they didn’t plan on needing to have you come to their home.

Your client usually isn’t anticipating the excitement of spending $12,000.00 on a new sewer replacement.

They’re not thinking: yeah, I can’t wait to do that. It’s a bit different than when they’re buying a new car or flat screen TV or whatever the case is. We are competing with those products.

I’ve said it before, and I’ll continue to say it. We’re not competing just with other plumbing, heating, air conditioning, and electrical companies. We’re competing with Best Buy. We’re competing with Starbucks. We’re competing with eBay.

This is where we’ve got to spend time. Help your clients find the need for your services. Communicate very effectively; your sales will continue to improve. Help share the information that you have.

My name’s Kenny Chapman. I’m the Blue Collar Coach and I want you to have a better than fantastic week! I’ll see you next time.


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