Traffic Light Method
The Traffic Light Method, developed and taught by Margarita Pasos, is a structured framework for handling sales objections with empathy, clarity, and persuasive questioning. It uses the universally recognized traffic light colors—Red, Yellow, and Green—to guide the flow of conversation in a way that lowers resistance and redirects the prospect toward constructive thinking.
Stages
- Red – Surface the Objection
- State the objection exactly as the client expresses it. This is the raw concern or barrier that must first be acknowledged before moving forward.
- Yellow – Acknowledge & Empathize
- The salesperson responds with understanding and validation (e.g., “I totally understand where you’re coming from…”).
- At this stage, the salesperson never contradicts the customer, as doing so increases resistance.
- Purpose: to build trust and demonstrate genuine empathy.
- Green – Redirect with a Compelling Question
- The salesperson asks a thought-provoking question that highlights the real cost of inaction—focusing not on price, but on the broader consequences of not solving the problem.
- Example: “What would it mean for your business if this issue remains unresolved for another six months?”
- Purpose: to shift the customer’s perspective toward long-term value and urgency.