Straight denial should be used only when a salesperson is absoloutely sure in terms of facts and logic that the prospect has false information. It is the most aggressive method of handling objections and may hurt a sensitive prospect. Hence it should be used with utmost care. The salesperson must sound polite while denying the objections.
It is preferable to use straight denial method with a broad minded customer who is looking for honest response.
Thus straight denial method can be used when –
i. False objections are raised
ii. Either the prospect is ignorant or has an intention of wasting salesperson’s valuable time
iii. Prospect is looking for a genuine response
e.g. Suppose you are a salesperson for a pharmaceutical company and a prospect raises an objection on a product you are trying to sell to him saying that - “ It is heard that the drug has caused serious side-effects on patients.”
How to respond then?
You should respond in a polite manner like – “There have been certain rumours about the reaction of the drug. But they haven’t lasted long. The drug is highly effective with little side-effects. In fact I appreciate the fact you raised the issue right here giving me a chance to make you aware of the reality.”