Objections in Sales: How to Handle Them

No matter how well you do in your sales job, you’re bound to run into some objections from your prospects. Unfortunately, handling them improperly could lead to losing that prospect as well as your reputation. On the other hand, if you learn how to handle them in the right way, you’ll find that it can be an opportunity to show off your knowledge and expertise, which could make them much more likely to buy from you next time around. Here are five ways to handle sales objections effectively and smoothly.

Redirecting objections

In order to successfully refocus an objection, first you have to agree with them. By doing this, you're letting the customer know that you understand their feelings and can see where they're coming from. After you've acknowledged the objection, you can then begin to redirect the conversation. Remember, the goal is to keep the customer engaged and find a way to reach a compromise.

The conversation at hand by actively listening

It's not what you say, but how you say it. When a potential customer raises an objection during a sales conversation, first you have to agree with them. This seems counterintuitive, but it's important to refocus the conversation on the needs of the customer. You can do this by saying something like, I completely understand where you're coming from. From there, you can start to address their concerns and move the conversation forward. It is vital to be in the moment whenever this occurs. People want to know that you actually care about their needs/wants.

Deflect any real issues before they get started

The best way to handle objections is to answer them before they become objections. By this, I mean you should always be on the lookout for signs that a customer is about to object. If you see one, ask them if they have any questions. This will give you a chance to figure out the real issue and deflect it before it gets started.

Address the objection

The best way to handle an objection is to face it head on. Be honest and explain the situation with simplicity. Be relatableand talk TO the customer, not AT them. Address their concerns and listen to what they have to say. Thank them for their input and let them know that you appreciate their feedback.

Repeat back their objection

People want to be heard. It's important that you understand the objection so that you can address it properly. So, repeat back what they say and then thank them for their concern. For example, I understand that you're concerned about the price. Thank you for bringing that up.

Once you've confirmed that you understand their objection, tell them others have had the same concern many of our other customers have had the same concern. I'm confident that we can offer you a fair price. 

Learn from each encounter

Even though it wasn't the best experience, there are always things that can be learned from mistakes. In

this case, I learned that I need to keep a notebook of experiences and encounters like this one. That way, I can refer back to what happened and see what I could have done differently. Recording my encounters (both written and recorded) has also helped me track my progress and see how I'm improving over time.