The customer is always right.

But when a customer objects, hes wrong.

How can we straighten him out and not alienate or offend him?

We need a process where we GENTLY but credibly and firmly CONTRADICT him.

We must disagree, but agreeably

To do this I recommend a proven formula that Ive been marshalling against objections for years:

(1) Use a transition phrase.

(2) Address the error in the prospects statement, and

(3) Close the sale.

One transition phrase that is very effective is: Well, I appreciate that, but

Youre right is how this sounds, at first, yet then, you signal a change of direction with but. Youll buy a little more talking time with the transition phrase, while maintaining good will.

If you dont use a device like this and you simply answer the objection, you will come across as unduly harsh and critical of the customer.

The second step is to address the content of the objection. For instance, if the client says your product costs too much, you explain how it delivers great value or how it really is cheaper to own or use that he thinks.

Finally, you close, which flows naturally and logically from the transition phrase and answer. A close should be simple: So, lets move forward and I know youll be pleased, okay?

So, lets pull this together. Lets say youre selling a coffee service and the customer says, Gee that sounds too pricey.

Youll reply:

Well, I appreciate that but it actually saves you money because youll use less of our premium coffee than youre using with your regular brew, so give it a try for 30 days and see what you think, okay?

Study this 3-part formula and then put it to work, and I know youll be pleased, fair enough?