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Reframing Late-Call Objections

Wednesday, July 6th, 2011

From our new sales training program,  Telephone Sales Mastery 2: Selling to Difficult Customers, we want to give everyone an example of the proven skills included in the program. One of the most requested skills from clients is for effective responses to Late-Call Objections. In this article, you will read about an objection-handling technique for overcoming many common client objections; the skill of Reframing an objection.

Reframing Technique

For what types of objections can you use the Reframing technique? This technique is great for any objection that can be addressed by a feature you offer or strength of your organization. For example, imagine that the customer said,  Well, I think I need to wait because we really need to find something that is more «budget-friendly. Now, let­s say that you have a monthly payment plan to offer, or you have a lower-priced product that is almost as good as the one you recommended and does almost as much for the customer. These are perfect situations to Reframe.

Reframing Process

Most sales agents make the mistake of blurting out an answer in a way that makes them sound defensive.  Oh, but we have other payment plans and you­ll be able to keep it within your budget!  Well, true it­s a bit more money, but you said you wanted to get the most you can, which is why I recommended this product. Prior to answering, Reframe these objections into questions that allow the customer to say  Yes.

  •  Thanks for letting me know Mrs. Jackson. So what you are really looking for is a product that will get the job done, but also stays within your budget?
  •  If I hear you correctly, what you are actually looking for is–?

Avoid sarcastic or blatantly sales-ish Reframes like this one.

  •  So what you are really looking for is the reassurance that can only be provided by a vendor that won the 2010 Service Excellence First Place award?

When the client says  Yes, which he/she often will, your rebuttal now becomes a solution, an answer to their request for a better alternative, not merely a response to an objection.

Reframing an Objection allows you and the customer to focus more on what they want and need and less on what they feel your product or company will not or cannot do for them. This is a critical time on the call and you do not want to lose them here, if you do not have to.

Add a Great Start to Your Rebuttal

At this point, it is a shame to even refer to your answer as a Rebuttal. It became so much more than that when the customer said  Yes to your Reframing question. Still, when you do respond, here is a great way to start.
 I­m so glad you brought that up. That­s actually one of our strengths. In your case, we can–.
When the client hears this comment, it tends to increase their focus. Something good is coming. Combined with a great Reframing question, you will have the best chance of closing this sale.


The Reframing Technique is only used for objections for which you have a genuine solution. We offer other techniques for other types of objections. Try the Reframing Technique on your next phone call and watch your customer reconnect with you ± right in the middle of a Late Call Objection. Good luck with this powerful skill. For more information on Telephone Sales Mastery 2: Selling to Difficult Customers, please call us at +1 954-729-2160, or e-mail

Mo Bellio
Call Center Training Solutions
+1 954-729-2160