top of page
  • Writer's pictureClose the Deal Today

Handling Sales Objections: How to use the "Feel, Felt, Found" Strategy!

Updated: Jun 1, 2020

Objections are a common part of the sales process and the Salespeople who develop the best strategies for dealing with them, are often the ones who will be on the top. One of the most used (or should I say over-used) techniques is the “feel, felt, found” method. This technique is so popular because is often applied universally to answer almost any objection possible.

This is the basic form of the “Feel, Felt, Found” technique:

  • Part 1: “I know exactly how you feel”. Empathize with the customers. Show them you can understand how they feel as they raise their sales objection.

  • Part 2: “A lot of my customers (or X person) have felt the same way”: You let them know that their concern is common among your customers (yet they still bought).

  • Part 3: “What they found was that…”: and explain the solution or realization the other customers had that made them appreciate the product.


1. Time Objection

“I understand how you feel and that it might be necessary for you to want to come back to me after this. I have many of my clients who have felt the same way when I made them the offer. However, most of them changed their mind after finding out that they can get all the paperwork done in at most 5 minutes. Since you’ve already found the offer appealing, would you mind just sparring 5 minutes to get this done rather than waste more of your valuable time coming back just for the paperwork?”

2. Price Objection

I understand why you might Feel the price is too high. Other customers have Felt the same way. What they found when they saw the money they saved with it they realized it was a really good investment

3. Third Party Objection

“I understand that you might need your spouse’s approval. I have many clients who have been there and felt the same way. What we have found is that, with our pending sale, you can purchase this now to not miss on the savings. Moreover, when you get home and consult with your spouse, if they don’t approve of the purchase, you can return the product free of charge. Would that be okay with you?”

How to use “Feel, felt, found” effectively?

Originally, what made the “feel, felt, found” technique so unique was that the psychological impact that it made in the customer. Sales is all about psychology. If you can show your customer that you completely understand their reasons and concerns, they will be more willing to listen to the solutions you are presenting. Clients and customers want to be heard and understood.

Many sales people try to use it for every type of sales objection, even using it several times with the same customer! People catch on to salesy techniques very easily; they don’t want to be sold to and will start acting defensively if they realize that you are just using a word-track designed to manipulate them.

Keep this in mind when you are using the "Feel, Felt, Found" strategy:

  • “You understand how they FEEL”: This part is key for the strategy to work. Instead of challenging the objection, let them know that you understand their reaction. You have to be able to put yourself in the customer's shoes in order to provide help. Knowing where he´s coming from is crucial so that the Found part makes sense. For example, your customer may object to the price for several reasons (it’s out of their budget, they have a cheaper solution, they want to haggle their price, etc.). If you don’t understand exactly what triggered the objection, your “found” part of the strategy won´t be effective.

  • “Other customers FELT the same way.”: This is where you are telling your prospects that they are not alone. It's calms them to know that their concern is something that everyone has but it´s solved or addressed anyway because many have bought feeling the same way! Your customer wants to be like others, we all do. We find safety in numbers, and we follow safe paths that others have taken. You are emphasizing the thought that the feelings are experiencing, were felt by others, and it will not stop you from buying.

  • “What they FOUND was that…”: This is where you close on the objection. Like we said before, be careful to know exactly what is the customer's objection before you attempt to close it! Then tell them how many customers, bought from you when they learned what you are about to tell them. (Be careful not to dismiss the objection by saying something like: “they found that it wasn’t important”, or, “they found it was OK”. Address the objection)

Here´s an example on how to use the basic technique.

Give your “Feel, Felt, Found” strategy an UPGRADE!

Today's buyers want to know that they are being listened to. Many new salespeople will overuse this strategy. Many customers are also becoming more knowledgeable and they will read right through your technique. Here are a few pointers to supercharge your objection handling skills and take them to the next level:

1.- Change the words “feel”, “felt” and “found”: Drop these words form your vocabulary. Try to imagine yourself giving advice to a friend. You'd probably use different ways to communicate the same message without it sounding corny or rehearsed.

Instead of using “feel” you could use:

“I totally understand where you’re coming from, you… (have, believe, think that, etc.)

“I understand, you have a… (customer's objection).”

“I get it, you…(customer´s re-worded objection)”

Instead of using “felt” you could use:

“A lot of our customers said the same thing when we first spoke to them.”

“A lot of our clients were in the same position when they first spoke to us.”

Instead of using “found” you could use:

“What they discovered was that…”

“The reason they decided to use us was that they liked that…”

“The reason they took a look at us initially was because they were interested in…”

2.- Include Using Third-Party Stories in your strategy.

Third party stories are a great way to get a message across to your clients. Customers love great storytelling and if you are able to enrich your technique by adding a specific 3rd party story that explains what you shared in the “found” stage, they will feel identified. Whenever you tie your customer’s concern with an actual true story (a story with a happy ending!), you create instant credibility.

When your prospect’s objection sounds like a past client’s situation, simply use that past client’s story.

(You may use the 3rd party story during the “Feel, felt, found” part of the strategy or at the end in order to expand a little on a specific success case.

3.- Close the Objection.

A great way to make sure that the objection was addressed properly, is closing it at the end! This will ensure that the objection will not come up again later in the sales process or was only an excuse masking the real objection (make sure it’s not a Smoke Screen click here).

For example:

Let’s say your “Feel, Felt, Found” strategy includes a story about 85-year-old Mrs. Jones objecting that your product (program, service, etc.) is too difficult for her to use. But not only she quickly managed to become an expert because of your outstanding Customer Service, but she now teaches all of her friends how to use it too.

Close the objection by asking: “Don’t you think that if 85-year-old Mrs. Jones managed to become an expert with little help of out tech support, you might be able to quickly start enjoying our service too?

1,220 views0 comments
bottom of page