How Not To Be Fazed By Buyer Pushback
The Japan Business Mastery Show
Q: Why do salespeople struggle when buyers push back?
A: Buyer pushback often triggers an emotional reaction. Hearing “no” can spark panic and make the salesperson push harder, as if force will change the outcome. That instinct usually leads straight into rebuttal mode before the real issue is understood.
Mini-summary: Pushback often creates panic first, judgement second.
Q: What should a salesperson do first when hearing an objection?
A: Use a circuit breaker. A short, neutral cushion slows the reaction and keeps the conversation from heating up. Instead of answering immediately, the salesperson creates enough space to stay calm and think clearly.
Mini-summary: A calm cushion prevents a rushed rebuttal.
Q: Why is the first objection often misleading?
A: The first objection is often just a headline. When a buyer says, “It’s too expensive”, that may only be the surface issue. If the salesperson responds to the headline alone, they may answer the wrong question and miss the real barrier.
Mini-summary: The first objection may hide the real problem.
Q: How do you uncover the true objection?
A: Ask why the issue matters, then keep digging. Go beyond one layer. Keep asking until the deeper reason appears. Then ask whether there are any other reasons the buyer would not go ahead. Hidden objections need to come out before any answer will stick.
Mini-summary: Depth matters because hidden objections can block agreement.
Q: What happens after all objections are identified?
A: Ask the buyer to prioritise them. Find out which concern is the main deal breaker. That gives the salesperson clarity on where to focus rather than trying to solve everything at once.
Mini-summary: Prioritising shows which issue matters most.
Q: How should the salesperson respond once the real issue is clear?
A: First, check whether the objection is legitimate or based on false information. If it is based on a misunderstanding, correct it. If it is true, admit it. The aim is to respond honestly, with the ladder against the right wall.
Mini-summary: Respond to the real issue, not the first reaction.
Q: What is the broader lesson for selling in Japan?
A: In Japan’s consensus-driven environment, calm questions and clear understanding help build alignment. A measured response respects the buyer and keeps the discussion constructive, which is far more effective than pushing harder.
Mini-summary: Calm, clarity, and alignment beat pressure.
Author Bio:
“Dr Greg Story, Ph.D. in Japanese Decision-Making, is a veteran Japan CEO and trainer, author of multiple best-sellers and host of the Japan Business Mastery series. He leads leadership and presentation programmes at Dale Carnegie Training Tokyo.”