Adaptability – Our Prime Directive – SELLING VALUE – Part Five

Adaptability – Our Prime Directive

SELLING VALUE

–A Thirteen-Part Series–

Part Five

The Second Approach

by
Bob Marshall

September 23^rd, 2025

PART FIVE

The Second Approach

One of the biggest mistakes salespeople and recruiters make when they hear an objection is to immediately dive in and debate it. That only gives the objection more power. Instead, you want to use a more disciplined and professional approach.

Here’s the rule: The first time you hear an objection—IGNORE it.

Not rudely, not dismissively, but skillfully. The key is to by-pass it without getting pulled off course. This is where the tried-and-true AIM formula comes in:

• Acknowledge it briefly (“I understand how you feel about that.”)
• Ignore it (don’t argue, don’t try to fix it yet).
• Move on with your presentation (“By the way, let me show you how our process helps you…”)

This technique keeps you in control of the conversation. More importantly, it allows you to determine whether the objection is really worth addressing.

You see, not all objections are created equal. They fall into two main categories:

• Reactions – Temporary stalls, smoke screens, or reflex responses. These can usually be bypassed. Example: “We already work with someone.” Often, this is more about habit than a true barrier.
• Conditions – Real, structural obstacles that must eventually be dealt with. Example: “Our company has a policy against using external recruiters.” That’s a condition, not just a reaction.

Recruiter-specific example:

Imagine you call a hiring manager, and they say, “We’re not hiring right now.” Your first instinct might be to argue or push back—but stop! Instead, use AIM:

1. Acknowledge – “I completely understand, timing is always a challenge.”
2. Ignore – Don’t debate whether they are really hiring.
3. Move on – “By the way, I work with several companies in your industry who have similar challenges. Here’s a quick way I help them reduce time-to-fill when the right role opens…”

By doing this, you’re not rejecting their objection—you’re simply moving forward, letting them see the value, and positioning yourself for a future conversation. Often, what seemed like a “no” is just a reaction that will disappear once the right opportunity arises.

Handling Objections: Reactions vs. Conditions (AIM Formula) – THE CHART

And here’s a fun way to think about it: if you’ve ever had children (or even negotiated with teenagers), you already know this. Kids treat every objection from us—bedtime, homework, curfews—as nothing more than a reaction. They plow right past it until they get to the real issue. We could learn a thing or two from their persistence.

So next time you’re faced with an objection, don’t wrestle with it head-on. Use AIM, move forward, and let the conversation itself reveal whether it’s a reaction or a condition. That’s how professionals stay in control.

Next week:  Part Six– Third Approach

My Best,

Bob

Bob Marshall began his recruiting career over 45 years ago at MR in Reno, NV.  In 1986 he established The Bob Marshall Group, International, where he has trained recruiters throughout the United States and also in the United Kingdom, Malta and Cyprus.  With a dedication to executive recruiting, he continues to offer his proven training systems to individuals, firms, and private corporations both domestic and in select international territories.  To learn more about his activities and descriptions of his products and services, contact him directly @770-898-5550/470-456-0386(cell); bob@themarshallplan.org; or visit his website @ www.TheMarshallPlan.org.

Bob Marshall

President

TBMG, International

247 Bryans Drive, Suite 100

McDonough, GA  30252-2513

770-898-5550

bob@themarshallplan.org

www.TheMarshallPlan.org