The CRAC method: to properly structure the handling of objections
Posted: Mon Jun 30, 2025 8:37 am
Handling sales objections is arguably one of the biggest challenges salespeople face. And there's nothing like having a well-thought-out method in mind to accomplish this.
For this, the CRAC method is ideal: it allows you to structure the way in which you will respond to your prospects' objections , in order to maintain a good customer relationship, while moving the commercial negotiation forward .
Remember the acronym CRAC:
C is for Digging into the objection , using open questions that allow your oman phone number data interlocutor to explain what they are objecting to.
R is for Reformulate the objection , with phrases such as “ If I understand correctly …” or “ To summarize what you are telling me .” This allows you to ensure the true meaning of what your prospect is objecting to, but also, possibly, to dig a little deeper into their motivations.
A is for Argue , to respond to the objection. You can then present the advantages and benefits of your offer, or provide numerical evidence to support your argument.
C is for Check that your prospect is sufficiently reassured . This is the crucial step to ensure that the objection does not come up later in the conversation. Then use a sentence such as “ Is everything now clear to you on this point? ”
Techniques to refute your customers' objections
Beyond the CRAC method you just discovered, other techniques can help you effectively counter your potential client's objections.
The first is to find a tailor-made solution for the problem raised by your interlocutor . For example, you can:
Change your budget proposal
Add features or services to your offer
Propose a longer implementation period for your offer…
Using the notes you took throughout the discussion, you will find the points to modify in your commercial offer, to meet the needs of your prospect.
The second foolproof technique is more complex, but also very effective. It involves changing your prospect's perception of the point being discussed . To do this, you need to reframe their objection so that it makes sense that supports your own position. By breaking this objection down into separate parts, you reduce its overall impact on your prospect's purchasing decision.
Finally, depending on the different types of sales objections you encounter (on price, on the time you have to give yourself, on your offer, etc.), specific techniques exist. Don't hesitate to consult them in our article "Dealing with sales objections: 6 relentless techniques" .
Need training to become an outstanding negotiator, one who overcomes client objections to achieve the best possible win-win deal? Train in commercial negotiation with Booster Academy and boost your sales performance as needed!
For this, the CRAC method is ideal: it allows you to structure the way in which you will respond to your prospects' objections , in order to maintain a good customer relationship, while moving the commercial negotiation forward .
Remember the acronym CRAC:
C is for Digging into the objection , using open questions that allow your oman phone number data interlocutor to explain what they are objecting to.
R is for Reformulate the objection , with phrases such as “ If I understand correctly …” or “ To summarize what you are telling me .” This allows you to ensure the true meaning of what your prospect is objecting to, but also, possibly, to dig a little deeper into their motivations.
A is for Argue , to respond to the objection. You can then present the advantages and benefits of your offer, or provide numerical evidence to support your argument.
C is for Check that your prospect is sufficiently reassured . This is the crucial step to ensure that the objection does not come up later in the conversation. Then use a sentence such as “ Is everything now clear to you on this point? ”
Techniques to refute your customers' objections
Beyond the CRAC method you just discovered, other techniques can help you effectively counter your potential client's objections.
The first is to find a tailor-made solution for the problem raised by your interlocutor . For example, you can:
Change your budget proposal
Add features or services to your offer
Propose a longer implementation period for your offer…
Using the notes you took throughout the discussion, you will find the points to modify in your commercial offer, to meet the needs of your prospect.
The second foolproof technique is more complex, but also very effective. It involves changing your prospect's perception of the point being discussed . To do this, you need to reframe their objection so that it makes sense that supports your own position. By breaking this objection down into separate parts, you reduce its overall impact on your prospect's purchasing decision.
Finally, depending on the different types of sales objections you encounter (on price, on the time you have to give yourself, on your offer, etc.), specific techniques exist. Don't hesitate to consult them in our article "Dealing with sales objections: 6 relentless techniques" .
Need training to become an outstanding negotiator, one who overcomes client objections to achieve the best possible win-win deal? Train in commercial negotiation with Booster Academy and boost your sales performance as needed!