The Objection - 7 min read/listen

How questions transform objections into deeper understanding

 

“If you want to be interesting, be interested.”

Dale Carnegie

In the bustling port city of Ostia, where the Tiber River met the sea, merchants and traders filled the market square with the sounds of haggling and the scent of exotic spices. Among them stood Faustus, a young merchant with dreams of wealth and prestige. His stall was piled high with vibrant silks, fragrant spices, and delicate glassware, all imported from distant lands. Faustus prided himself on his goods, but he struggled to turn admiration into sales.

One hot afternoon, Faustus found himself in a familiar struggle with a wealthy patrician named Marcellus. Draped in an elegant toga, Marcellus approached with an air of indifference that masked a sharp eye for value.

Faustus, eager to impress, greeted him with a deep bow. “Salve, Marcellus! You honor my humble stall. I have silks from Alexandria that would be perfect for a man of your stature.”

Marcellus examined the fabric with a casual touch, his face inscrutable. “It’s fine, I suppose, but I’ve seen similar silks at a much lower price elsewhere. Why should I pay so much for yours?”

Faustus, caught off guard, launched into a practiced defense. “Ah, but this is not just any silk. The dye is richer, the weave tighter. No other merchant in Ostia offers this quality.”

Marcellus shrugged, unimpressed. “Quality is subjective. Silk is silk. I see no reason to pay twice as much.”

[25% Completed] — Great start! Keep reading to see how Faustus handles his biggest challenge yet.

Frustrated, Faustus continued to argue, listing the many virtues of his goods, but Marcellus only seemed more disinterested. With a curt nod, Marcellus turned and walked away, leaving Faustus to stew in the heat of the day, frustrated and defeated.

As he packed up his stall, Faustus’s mind was consumed by his failure. No matter how well he spoke or how passionately he argued, it seemed he could not win over his customers. Just then, his friend and fellow merchant Sextus strolled by, a man known not just for the quality of his goods but for his uncanny ability to close a sale.

“Why the long face, Faustus?” Sextus asked, setting down a crate beside him. “Another customer slip away?”

Faustus sighed. “It was Marcellus. He questioned my prices, and no matter how much I explained, he just walked off.”

Sextus chuckled knowingly. “You know, Faustus, sometimes the more we explain, the more we push people away. It’s not always about the quality of our answers, but the questions we ask.”

Faustus frowned. “What do you mean? Should I have questioned his taste?”

Sextus shook his head. “Not his taste. His reasoning. Come, let me show you.”

The next day, Sextus invited Faustus to join him at his own stall, a few paces down from Faustus’s. As the sun rose high, the market filled with shoppers, and soon enough, Marcellus appeared, strolling with the same air of casual authority. Sextus waved him over, a warm smile on his face.

[50% Completed] — You’re halfway through! Watch how a simple question can change everything.

“Marcellus, welcome! It’s been some time since you graced my stall. I’ve just received a new batch of imported rugs from Persia—perfect for your villa, I’m sure,” Sextus said, holding up a richly woven carpet.

Marcellus touched the fabric lightly, the same skeptical look on his face as he’d had with Faustus. “It’s beautiful, Sextus, but I’ve seen similar ones for less. Why should I pay more for yours?”

Faustus watched closely, expecting Sextus to launch into a familiar argument about quality, rarity, or craftsmanship. Instead, Sextus responded with a calm question. “I understand, Marcellus. I’m curious—when you’re buying something like this, what matters most to you? Is it the price, the uniqueness, or perhaps something else?”

Marcellus paused, taken aback by the question. He had expected a debate, not an invitation to speak his mind. “Well,” he began slowly, “I suppose I’m looking for something that not everyone else has. I want my villa to stand out, to reflect my travels and tastes.”

Sextus nodded thoughtfully. “That makes sense. Your home should be a reflection of your unique journey. Would you be interested in hearing how this rug’s design is unlike any other in the market? It’s crafted with dyes made from a rare flower found only in the eastern valleys. It’s subtle, but it sets it apart, just like you want.”

Marcellus’s skepticism softened. He ran his hand over the intricate patterns, this time with genuine interest. “Tell me more,” he said, his tone shifting from guarded to engaged.

[75% Completed] — Almost there! See Faustus realize what he had been missing all along.

Sextus spent a few moments highlighting the story behind the rug—the rare materials, the master weavers who spent months on each piece, and the subtle details that distinguished it from others. By the time he finished, Marcellus was convinced. With a satisfied smile, he handed over the coins and took the rug, pleased with his purchase.

As Marcellus walked away, Faustus turned to Sextus, eyes wide with amazement. “I don’t understand. You didn’t argue with him or defend your price. You simply asked him a question, and he opened up.”

Sextus nodded. “That’s the key, Faustus. When Marcellus objected, it wasn’t just about the price—it was about whether he felt understood. By asking a question, I gave him the chance to tell me what he valued, and in doing so, I made him feel heard. It’s not about convincing them you’re right; it’s about understanding what they truly want.”

Faustus pondered the lesson, the realization dawning on him. “So, instead of arguing, I should be asking. Instead of defending, I should be listening.”

“Exactly,” Sextus said with a smile. “Every objection is a door. You can either try to break it down with statements or open it with a question. The choice is yours.”

From that day on, Faustus changed his approach. Instead of meeting objections with arguments, he met them with curiosity. He began to ask questions, to listen deeply, and in doing so, he discovered that the art of sales was not in speaking, but in understanding. And as he mastered this new skill, his fortunes began to change, not because he sold better goods, but because he had learned to sell himself as a merchant who cared.

[Completed] — Great job! You’ve reached the end and discovered the power of questions in objection handling.

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