What does 'fend off' mean?
Definition
Meaning: To fend off means to defend against or repel something unwanted, such as objections, competition, or challenges.
La signification : Fend off signifie repousser ou se défendre contre quelque chose d'indésirable, comme des objections ou des concurrents.
Example: The sales team had to fend off concerns about pricing during the client meeting.
Grammar: Phrasal verb. Commonly used with objects like objections, questions, or competitors.
Quote: “How to fend off dehydration during heat wave.” [@WbcDotCom.com]
N.B.: The term is figurative, implying active resistance or deflection, often in a professional or competitive context.
Word Analysis
Français
»» Repousser
»» Parer
»» Contrer
L'équipe a dû fend off les objections du client sur la qualité du produit.
Elle a su parer les critiques avec des arguments solides.
English
»» Fend off
»» Ward off
»» Deflect
The sales manager had to fend off aggressive tactics from a rival company.
She deftly deflected questions about the product’s limitations.
Dialogue
Sarah: "How did the pitch go with the new client?"
Jonas: "They had a lot of doubts about our pricing, but I managed to fend off their concerns."
Sarah: "Nice work. What did you say?"
Jonas: "I highlighted our unique features to fend off any comparisons to cheaper competitors."
Etymology
Origin: From Middle English “fenden” (to defend) + “off,” suggesting pushing away. Originally used in physical combat, now figurative.
Modern Usage: Common in business, especially sales, to describe countering objections or competition. Example: “Fending off client objections is a key sales skill.”
Grammar Note: Transitive phrasal verb, requiring an object (e.g., "fend off objections"). These verbs are often used in the active voice, where the subject performs the action (e.g., "The speaker fended off objections"). Passive constructions are less common or may sound awkward ("Objections were fended off by the speaker").
Audience
The term is most useful for professionals in sales, marketing, and customer-facing (front-office) roles.
When to use: Apply fend off when describing efforts to counter objections, competition, or challenges. Example: “The sales team needs to fend off concerns about delivery timelines.”
Extra! Extra!
For a fun and visual look at fend off, watch the following...
The phrasal verb 'fend off'
The meaning of 'fend off'
Wordreference
For more on our word of the day and its usage, visit WordReference for definitions, translations, and examples in context.
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English⇄English – Discuss and learn about words and their usage.
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English⇄French – Explore translations and linguistic nuances.
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Synonyms⇄Antonyms – Contextual variations, etc.
Common Expressions & Collocations
Fend off an attack
To defend against or repel a physical or verbal assault.
Example: "The soldiers managed to fend off the enemy attack."
Fend for oneself
To take care of yourself without assistance from others.
Example: "After college, she had to learn to fend for herself in the big city."
Fend off criticism
To defend against or respond to negative comments or judgments.
Example: "The CEO skillfully fended off the reporters' tough questions."
Fend off competitors
To successfully compete against business rivals.
Example: "The small shop fended off larger chains by offering personalised service."
Fend off advances
To reject or discourage romantic or unwanted attention.
Example: "She had to fend off several unwanted suitors."
Left to fend for themselves
Abandoned or forced to survive without help.
Example: "After the storm, many residents were left to fend for themselves."
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