Set measurable objectives for objection handling tied to revenue rather than reach.
Designing Strategies to Handle Customer Objections Intelligently
Practical training in objection handling, grounded in real cases and applied to your own operation.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Discounting solves a problem in objection handling today and creates a larger one next quarter. Attribution in the marketing and commercial practice capability is imperfect; that is not a reason to stop measuring it. Where the wider marketing and commercial practice agenda is measured, it improves; where it is only discussed, it drifts. The programme is built to be used, and every section of objection handling it covers ends in something applicable. It is written for people who have to make this aspect of marketing and commercial practice work with the resources they already have. Plans for the marketing and commercial practice capability often fail at the handover point between functions. The method assumes participants will be challenged on their handling of objection handling and prepares them for it. Participants develop a defensible line of reasoning for the choices they make about the marketing and commercial practice discipline. It closes by agreeing the smallest change to this aspect of marketing and commercial practice that would make a visible difference.
Expected Learning Outcomes
Handle objections in objection handling without conceding position immediately.
Build the content that moves a buyer through objection handling rather than merely informing them.
Communicate the purpose of objection handling to those who have to comply with it.
Design the qualification criteria that stop effort being wasted in objection handling.
Integrate objection handling into existing management routines rather than running it separately.
Document decisions about objection handling in a form that remains useful after the people change.
Who Should Attend
Training and development staff building internal capability in objection handling.
Experienced practitioners formalising an approach to objection handling that has grown up informally.
Retail and channel managers executing objection handling in the field.
Marketing managers responsible for objection handling.
Digital marketing specialists executing objection handling.
Brand and communications specialists shaping objection handling.
Course Modules
Objection handling: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Reading the current state of objection handling honestly
- Confirm that those complying with objection handling understand why it exists.
- Agree the attribution model for objection handling and state its known limits.
- Record what was learned when objection handling did not go as planned.
- Design the retention action triggered when a customer of objection handling goes quiet.
Session 2Where the buyer actually decides on objection handling
- Test creative for objection handling at small scale before full commitment.
- Name a single owner for each element of objection handling.
- Select channels for objection handling based on evidence, then cut the rest.
- Rehearse the briefing on objection handling that would follow an incident.
Objection handling: positioning and the honest claim
2 sessions · 8 pointsSession 1Where objection handling typically breaks, and why
- Structure pricing for objection handling against perceived value.
- Build the content that answers the buyer's real question about objection handling.
- Distinguish symptoms from causes when objection handling underperforms.
- Establish who is informed, consulted and accountable in objection handling.
Session 2Pricing objection handling on value rather than cost
- Arrange the handover of objection handling so capability survives staff changes.
- Reduce the variation in how objection handling is carried out between teams.
- Set objectives for objection handling in revenue terms with a timeframe.
- Write the positioning claim for objection handling and test whether a competitor could say it too.
Objection handling: audience definition and segmentation
2 sessions · 8 pointsSession 1Keeping customers acquired through objection handling
- Describe the buyer for objection handling specifically enough to name who is excluded.
- Define qualification criteria that disqualify quickly in objection handling.
- Close out actions on objection handling rather than leaving them open indefinitely.
- Script the three most common objections in objection handling and the responses.
Session 2Building lasting competence in objection handling
- Build the report on objection handling that answers whether to spend more or less.
- Document the sales process for objection handling so a new joiner can follow it.
- Set the discount authority for objection handling and require justification.
- Check that objection handling still works when volumes rise unexpectedly.
Objection handling: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Handling the objection to objection handling that ends most conversations
- Set the review interval for objection handling and who attends.
- Establish what evidence demonstrates objection handling is under control.
- Estimate the resource objection handling requires to run as designed.
- Check that records of objection handling answer the questions likely to be asked.
Session 2The handover between marketing and sales in objection handling
- Map the decision journey for objection handling and mark where the choice is actually made.
- Agree the smallest change to objection handling that would be visibly useful.
- Review whether short-term tactics on objection handling are damaging the brand.
- Identify single points of dependency in objection handling and reduce them.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.