Sales Objections and The Agreement Frame

If you recall the last blog post the first thing I said was that when you get sales objections you need to Breath and not panic.

The next piece of advice I gave was to acknowledge the objection you have just received.

One of the worst things you can do when you get sales objections is to say, “ yes…but”.

Maybe you’ve already been told that by a sales manager or a senior sales person?

Did they tell you why?

You do not use “yes…but” because “but” negates everything that has been said before it in a sentence. It works like a mental eraser.

It basically says to the person you are talking to that what they have just said doesn’t matter.

Problem is, I’ve seen many sales people that do this. Customer says, “your product is too expensive” and immediately the salesperson responds, “yes… but it’s…” and follows with a few benefits of the product (worse still some salespeople just roll out a list of features of the product).

How do you avoid using “yes…but” or just avoid using “but” for that matter

If you change the “but” to an “and”, the sentence will sound less confrontational, you will be acknowledging what the prospect has just said and you are more likely to get your outcome. Especially, if you add a softener in front of the “and”

The next thing I said in the first blog post was to ask questions about the objection. This is what “and” leads into beautifully. And once again use a softener BEFORE the “and”.

This is the Agreement Frame and is a much better way of responding to sales objections.

So, in responding to people as a salesperson replace “but” with “and”.
Precede the “and” with a softener.
See the examples below.

·           I understand … and

·           I appreciate … and

·           I agree …. and

·           I respect …. and

·           I recognise…..and


Then use the following softeners after the “and”

·           ….I was just wondering

·           ….I am curious to know

·           ….I am interested to know

·           ….I am fascinated to know

·           ….I was thinking

·           ….I was (found myself) asking myself

·           ….you know I am interested in

·           ….I’m just interested to know

How about an example of this Agreement Frame in action.

Prospect says,
”The car you are offering us in not roomy enough.”

Possible responses:
”I appreciate that you think the car is not roomy enough AND I was just wondering how you determine what is roomy enough?”

“I understand that you think you need a lot of room for your family and I am curious to know how will you know if a car is roomy enough?”

“I agree that a car has to have enough room for you and I am interested to know how you figured out how much room you actually need?”

When you use The Agreement Frame to respond to sales objections you’ll get a much better response from your prospects.

 Below are some interesting articles:


  • are salespeople worth the money they get paid? – this is a question that is often asked when i speak to managers looking to recruit. it is often uttered by operational staff and managing directors who resent paying salespeople their relatively high market rates. …

  • Objection-handling techniques and methods – Objection Chunking: Taking a higher or lower viewpoint. Conditional Close: Make closure a condition for resolving their objection. Deflection: Avoid responding to objection, just letting it pass.

  • Chapter 12 – Handling Objections – An objection is anything the prospect says or does that is an obstacle to smooth closing. Learn to Accept Objections as a Challenge Which, When Handled Correctly, Will benefit you and Your Prospect. If You Fear Objections You Will Fumble Your Response Often Causing You to Fail.


4 thoughts on “Sales Objections and The Agreement Frame”

  1. I really find this a interesting subject. Never looked over this subject in this manner. If you are going to create some more articles about this subject, I definitely will return soon!

  2. You really make it seem so easy with your presentation but I find this matter to be really something which I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I will try to get the hang of it!

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