As Thomas described his firm's landscape maintenance program to a buyer for Allentown Medical Center, the buyer interrupted, "Your program sounds like a winner, but I'm not interested in doing business because start-up landscaping firms go in and out of business in just a few months." Thomas responded with, "I'm sorry, but that simply is not true of our firm. We have been in the business for over 15 years." Thomas's response illustrates the _____ method of responding to objections.

As Thomas described his firm's landscape maintenance program to a buyer for Allentown Medical Center, the buyer interrupted, "Your program sounds like a winner, but I'm not interested in doing business because start-up landscaping firms go in and out of business in just a few months." Thomas responded with, "I'm sorry, but that simply is not true of our firm. We have been in the business for over 15 years." Thomas's response illustrates the Direct denial method of responding to objections.

Direct denial: It is a method of handling a prospect's objection by making a strong statement that is only appropriate when the prospect's statement is erroneous. Salesperson use this technique to handle objections. There are disadvantages to this technique is that it may also lead to an argument.

In the given case, Thomas´s response to the objection raised by the buyer was an example of a direct denial method of responding to objections.