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From Sales Coach Dew: Master “Feel, Felt, Found” with 3rd Party Stories

Overcoming objections can make or break any deal, yet few sales professionals have truly mastered learning how to handle them. I love teaching my sales coaching clients how the Feel, Felt, Found technique can overcome every objection.


The Feel, Felt, Found technique isn’t new; it’s been around forever. But the basic technique is just the beginning. Most salespeople haven’t taken the time to really master it – and the secret to mastering this technique is using real 3rd party stories.

Here’s the 3 steps process:

Step 1: The Feel, Felt, Found Technique

Create empathy with your client by telling them you understand how they “feel”. It tells them that you’re listening and it creates rapport. Moving on to “felt” tells them they’re not alone. You’ve worked with people who have felt the same way. It moves their focus off the objection and moves them to a place of trust. Finally, the “found” is a way to come to a resolution and show them that there is still a way to work it out.

So the basic Feel, Felt, Found technique works like this:

  1. FEEL: I understand how you feel.
  2. FELT: In fact, that’s not the first time I heard that – others have felt that way, too.
  3. FOUND: And what they found was (explain to them how you resolved the concern).

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