Leading with H.E.A.R.T. in Overcoming Objections

How do customers communicate their objections?

How hard do we attempt to push through their objections, hesitations, fears, questions or complaints?

The main key to successfully overcoming objections is in not being afraid of them. They’re just a part of our work. Another key is in not revealing or communicating (either in words or emotions) our fearful feelings about borrowers’ objections by reacting with either a fight or flight response.

Having the right mindset is how we begin to win. The right mindset has three components. It starts with Caring, and is fulfilled through our beliefthat our product is the best solution for the majority of our customers. Caring and Belief carry us into battle on the wings of the third component, confidence. Confidence to overcome any objections we encounter due to the confidence we have in ourselves, our company and our products.

WithCaring, Belief and Confidence we then lead with H.E.A.R.T. to overcome objections. H.E.A.R.T. is: Hear, Embrace, Assure, Re-direct, Take control.

Let’s break that down:

H: (Hear) – Take the time to really listen to their objection. Give them the opportunity to voice it and get it all out on the table. Listen without cutting them off or anticipating direction or destination. Let them get it all out. Listen not just to hearwhat they’re saying, but listen to understand the fear, anger, uncertainty, and history behind what gave rise to their objection.

Once they’re done, then respond. But be careful. Too often we go immediately into a fight or flight response. We fight by defending our programs or our process. Or we run from it verbally by avoiding a response altogether in favor of moving to a different idea or topic. Neither approach will win. When we defend, we sound weak or uncertain. When we avoid, we sound like we’re hiding something.

Instead, lead with your heart. Step in and embrace the objection as if you’re neither offended nor fearful of it. When you lead with heart, they know you’ve not only heard, but understand their objection and know how to deal with it confidently and appropriately.

After stepping in:

E: (Embrace) – Embrace the objection by empathizing with their concerns or complimenting them on a great question. You can even normalize their feelings by saying,

“I was concerned about that too until I found…”


“Others have shared that same concern and…”

By doing this you begin to dispel their fear or anger because you’re not fighting against them or avoiding them. You’re facing them head on and emotionally rewarding the borrower for feeling that way. You also set them at ease because you’ve shown you have a solution for them.

After embracing:

A: (Assure) – Assure them their question, their concern, their objection will be resolved completely. If not right now, then today or quite soon. Lead with an assurance first because it not only continues to break down their walls, but it is what they will remember most. They will remember that resolution is eminent.

Assurance is followed by:

R: (Re-Direct) – Once you have assured them an answer is forthcoming, you re-direct. Re-directing their thinking through a brief explanation of the whys behind your assurance. This provides further foundation for the value of your service, your company and your product. Embracing, Assuring and Re-directing allows you not only to Triumph, but to:

T: (Take Control) – Take and keep control of the call by asking open-ended questions that take the conversation into a new area away from the question or concern they expressed to an area you would like to address. You’re in control, therefore you get to talk about what is important in fulfilling their experience and yours.

By leading with H.E.A.R.T. you keep your customers content and open to their overall experience. Remember, you’re in business to meet the needs of your customers. By meeting their needs, they’re fulfilled and you’re fulfilled in your combined purpose for being together.

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