Handling objections is what most salespeople call this step in the sales process. I like to call it “addressing concerns” because that creates a different mental picture of what’s happening. One of the greatest fears of the untrained salesperson is hearing objections or concerns after they’ve given their all in the presentation step of the sales process.
Most salespeople invest hours perfecting their pitch without a second thought to what comes afterwards. But even a perfect pitch can be ruined by poor objection handling. If you’re tired of losing deals to responses like, “Your price is too high,” “Now isn’t a good time,” or, “We’ll buy if you add these features,” it’s time to get serious about overcoming objections.
Objections are inevitable but should never be seen as a door slamming closed in your face. The key is to understand why the customer is objecting – you must take the time to uncover this if you hope to move forward in a mutually beneficial way.