How to Overcome Objections in Sales

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A man is talking to a car salesman.
A man is talking to a car salesman. (Image: John Lund/Marc Romanelli/Blend Images/Getty Images)

Selling requires you to think on your feet and have a thorough understanding of your potential customer. One of the most difficult situations to deal with is a potential client who expresses a number of objections during the sales process. When faced with this scenario, use a common sense approach to overcome these objections.

Listen to the client intently. Allow him to talk and fully express every objection he has regarding your offering before you respond. Take notes and ask pertinent questions to show you’re actively listening and honestly interested in addressing these concerns. Gain a thorough understanding of his issues before you proceed.

Ask the client or customer to describe how she would envision the ideal outcome of using the product or service. Listen again and take notes.

Agree with customer that the issues he brings up are valid and important. View this conversation as an opportunity to educate rather than argue. Stay positive and be genuinely understanding of the customer’s concerns.

Address each objection one by one according to your knowledge of your company’s products and services. Display a close familiarity with your offerings when faced with this type of scenario. If you can show that you’re knowledgeable and confident in what you offer, that may help you overcome most of the customer's objections.

Deal with objections regarding price by bringing up the value that the offering brings to the prospective buyer. Compare it with alternative options and detail the features to show its true value for that pricepoint. You might also decide to offer a one-time discount to help overcome this type of objection.

Discuss the customer’s situation and reaffirm why you believe your offering is an ideal fit for her needs.

Negotiate a compromise with the customer on terms if he still has objections after you’ve made your case. For instance, if the customer isn’t sure that the product will meet his needs, you might offer a money back guarantee or more items at no additional cost.

Offer the prospective client a no-strings-attached sample or trial of what you offer so that she can see how it works for herself. This is often one of the simplest ways to overcome customer objections, as it allows the client to test the product or service to see that it offers just what she needs.

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