How to Handle Sales Objections With the 3 f’s Method

Handling sales objections can be one of the most challenging aspects of sales. However, there is a powerful and proven method to help you overcome objections and close more sales – the 3 F’s method. Developed by sales expert Mark Hunter, the 3 F’s method focuses on addressing, reframing and following up on objections to ensure a successful sale. In this blog post, we’ll explore how you can use the 3 F’s method to effectively handle sales objections and close more deals.

Step-by-Step Guide to Handling Sales Objections with the 3 F’s 

Understanding the Objection

The 3 F’s Method is a powerful tool for sales professionals to use when handling customer objections. It’s a strategy designed to help you understand and address customer objections so you can close the sale. Here’s how it works.

The first F stands for ‘Facts’. Understanding the facts behind an objection is essential when handling customer objections. This includes understanding the customer’s needs, wants and pain points. Once you understand the facts behind an objection, you can then begin to address them.

The second F stands for ‘Feelings’. Understanding how a customer feels about an objection is just as important as understanding the facts. Even if a customer doesn’t have any logical objections to your product or service, they may still be hesitant or uncertain. It’s essential to identify and address any underlying feelings that may be preventing the customer from taking action.

Finally, the third F stands for ‘Focus’. Once you understand the facts and feelings behind an objection, it’s time to focus on a solution. Focus on the benefits that your product or service can deliver to the customer, and how it can address their needs and wants. Show the customer how this solution can help them and why it’s the best choice for them.

The 3 F’s Method is an effective way to understand and address customer objections. By understanding the facts, feelings and focus behind an objection, you can provide a solution that addresses the customer’s needs and wants. This will help you close more sales and build trust with your customers.

Find the Feature 

Making a sale can be tricky, especially when you’re up against objections. Fortunately, there is a tried and tested method you can use to handle sales objections – the 3 F’s Method.

The three F’s stand for Find the Feature, Focus on the Feature, and Finish with the Feature. With this method, you can identify the objection and provide a solution.

First, you need to Find the Feature. Identifying the feature the customer is looking for is the first step. Take a few moments to listen to the customer and ask questions to get to the heart of their issue. Once you’ve identified the feature they’re interested in, you can move on to the next step.

Second, Focus on the Feature. Once you’ve identified the feature, your next step is to explain why it’s important to the customer. Show them how the feature will help them get the most out of the product or service you’re offering. Explain how it will benefit them and make the purchase worthwhile.

Finally, Finish with the Feature. Once you’ve established the importance of the feature, you can finish with a call-to-action. Ask them to take the next step and purchase the product or service. Be sure to include any additional information they need to make the purchase, such as payment plan options or discounts.

The 3 F’s Method is an effective way to handle sales objections. The key is to identify the feature the customer is looking for, focus on why it’s important, and finish with a call-to-action. With this method, you’ll be able to handle objections and make the sale.

Find the Feeling

The 4th step of the 3 F’s method is to “Find the Feeling”. This means that you need to identify and understand the feeling behind the objection. This is a crucial step as it allows you to have an insight into why the customer is raising the objection in the first place. It could be out of fear, frustration or even confusion, so it’s important to be aware of this.

The 5th step is to “Explain the Feeling”. This means that you need to explain why the customer is feeling the way they do. This can be done in a sympathetic and understanding manner, rather than being confrontational or dismissive. You can use this step to show the customer that you understand their feelings and to demonstrate that you are there to help.

The another step is to “Resolve the Feeling”. This is the step where you address the root cause of the objection and offer a solution. This is where you can offer the customer something that resolves their objection and shows them that you are committed to providing an excellent customer experience.

Find the Fix 

  • Find the Fix

The first step in the 3F’s Method is to find the fix. This involves researching and understanding the customer’s objection. You need to figure out what the customer needs in order to be satisfied. This can involve looking into the customer’s past experiences and preferences, as well as understanding the customer’s current needs.

  • Identifying the Fix

Once you have identified the customer’s objection, the next step is to identify the fix. This involves understanding what the customer needs in order to be satisfied. It could be an adjustment to the product, a discount on the price or a change in the delivery process. Once you have identified the fix, you need to make sure that the customer is aware of the solution and that it meets their needs.

  • Explaining the Fix

The third and final step in the 3F’s Method is to explain the fix. This involves making sure that the customer understands the solution and why it works for them. It’s important to explain the fix in a way that is easy to understand and doesn’t overwhelm the customer. You should always make sure to reassure the customer that they are making the right decision and that the solution you are offering is the best one for them.


Overall, the 3 F’s Method is an effective strategy for dealing with difficult emotions, improving your emotional wellbeing, and building strong relationships. It provides a framework for processing painful emotions, and offers practical tools to help you develop healthier ways of managing your emotions. By using the 3 F’s Method, you can benefit from increased self-awareness, improved emotional regulation, and a greater sense of control over your life.