The Key to Sales Success Is How You Handle Objections

marketing messaging sales objections Sep 05, 2022

A sales conversation with a prospect isn’t a battle of wills. You’re not trying to coerce them into buying your product or service. It’s a collaborative process where you’re working together to find a solution to the customer’s problem. A great salesperson always works in the prospect’s best interest.

What determines your success in sales isn’t the power of your product or your presentation, but how you handle the inevitable objections your prospects will raise. 


Sales Objections Offer Feedback

Information about your prospect and their needs and attitudes is essential. A sales objection is a valuable bit of feedback that tells you more about them. For example, if they say the price is too high or they don’t have the budget, this is data telling you that they don’t see the unique value of the product. You can then work on better explaining the value or asking questions to determine whether the product serves their needs.


Learn to Listen Well

Listen well to the prospects’ objections. You may be tempted to jump in with a quick response, but resist the urge. It’s essential that you fully understand what they’re saying and why they’re saying it. Listen and repeat back to the prospect in your own words so that you fully understand. 


Stay Positive

When things turn negative during a sales conversation, it’s almost impossible to recover. Don’t get angry, frustrated, or defensive. Get into a positive mindset before you meet the prospect. Reframe negativity in positive terms; for example, if they think the product is expensive, reframe it as, “I need to drive home the product’s unique value.”


Focus on the Prospect’s Needs

Stay focused on the needs of the prospect, since this is ultimately what determines whether you make the sale or not. The first step is to understand these needs well, and then discuss with the prospect whether the product is suitable for them. If you’re focused on them in this way, objections can be easily addressed to their satisfaction.


Prepare for Objections

Try to anticipate and prepare for the objections they may have. Start with a solid customer profile and make some assumptions about what they might say. Prepare for common objections such as price, lack of trust, and lack of urgency. As you go about having sales conversations, keep track of objections raised and prepare for next time. 


“No” Is Not a Rejection

“No” is not a rejection of you. It’s a learning opportunity. Even if you walk away from the conversation without a sale, see what you can learn from the experience to refine and do better next time.

Remember that this is a conversation between you and the prospect to find the right solution to their problems. Approach objections with a positive attitude and keep the common goal you share with your prospect in mind. 


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