In a selling context, the tactic may sound like this:

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1. Acknowledge and Empathize
Objections present opportunity for confrontation. This is certainly true when Salespeople hear things from their buyers like, “it’s too expensive” or “that will never work here!” But it’s doubly true when politicians field questions that are designed to intentionally provoke them. Ford and other master objection-handlers avoid these confrontations by using a tool known as a softening statement. As I discuss in Chapter 7 of my book, this non-confrontational way of introducing a response to an objection begins with acknowledging and empathizing with the objection.

For example…

Journalist: “How do you justify the crushing blow you’re dealing to so many small businesses by forcing them to close while letting big-box stores stay open? Isn’t that unfair?”

Ford: “Oh boy…my heart goes out to all of these small business owners! They pour their life savings into their business and work their backs off to make them successful. They’re the lifeblood of our economy and you’re right, it’s very unfair. In fact, this whole pandemic has been unfair to so many people and our amazing business owners are no exception.”

Whether Ford goes on to justify or defend his decision armenia telegram data using other tactics (or avoid it completely as politicians do from time to time), the confrontational nature of the question has been disarmed.

This tactic works because when buyers launch objections, the amygdala, the part of the brain responsible for evoking strong emotional responses, goes on high alert, preparing for a defensive confrontation. A softening statement that both acknowledges the validity of the objection and empathizes with the audience acts as a calming mechanism. It lets the customer know that their concern is valid and legitimate, and it makes them more open to listening to you. It does not, however, endorse your agreement with the objection.


Buyer: “I really like your product but it’s too expensive.”
Seller: “I completely understand. No one wants to spend more money than they have to on a solution like this.”

Buyer: “This isn’t a priority right now.”
Seller: “I totally get it. You have many things going on and need to give the most important things the most attention.”