How To Handle Sales Objections

Business Development, Customer Retention, General, Sales October 17, 2016 0
10 Super Helpful Sales Tips | Senior Market Advisors

How To Handle Sales Objections

Successful salespeople understand that part of the sales process will very likely include objections by the customer. It’s a normal part of the sales process. Objections may be framed as questions or outright statements declining an offer or benefit. What are some of the best ways to overcome objections?

  • Remember that objections are normal.
  • Understand that objections are not personal.
  • Understand that objections may, in fact, be an invitation for more information or clarification.
  • Recognize that objections may occur at any point during the presentation, not just the closing.
  • Not everyone understands your industry as well as you do, an objection may be a way of politely stating that the customer doesn’t understand something. (It may be easier to turn something down than admit that they don’t comprehend the materials).
  • Objections give you an opportunity to repeat back the information in a different way and try again.

Overcoming and Anticipating Objections

If you know in advance that there are likely to be several questions or objections, you can prepare. Formulate the typical questions/concerns and be prepared to address them during your presentation.


  • Sell yourself. Be prepared. Have a business card in hand. Be well groomed and dress for success.
  • The strength of the brands you represent can offset trust factors.
  • Remind the customer just how many people you have already helped with this important decision.
  • Understand the difference between an objection that can be placed on the back burner and one that needs clarification.

Using Empathy in Responding to Objections

Using empathy shows that you understand the customer and are trying to meet his needs. Keep the planned course of action as you work through the “anticipated” concerns. Let each Q&A scenario build on the next one, following your imaginary outline. So how do you do that?

  • Take your time. Don’t overreact – stay calm.
  • Use empathetic statements to clarify the objections.
  • Repeat them and ask the client if you understood them correctly.
  • Ask him to help quantify or rank the order of the most important questions(s) they have about the subject (this keeps you from repeating everything again).
  • You may choose to use trial closings with statements/questions such as,”how does that sound?”
  • By now you should have a good grasp of the real objections and you can use another closing statement like, “if we handle this to your satisfaction, can we move forward?”

Steve Dycus
Steve Dycus
Director Strategic Communications at Senior Market Advisors
Steve is a trends & brands enthusiast | Lifelong learner | Sunset addict | Food fanatic | Underdog devotee | Green grass authority | Scenic route traveler | Steve and his wife live in Franklin, TN. | Steve holds a Bachelor of Science degree from Central Michigan University; & Master of Arts from The Southern Baptist Theological Seminary.