How to handle Objections in the Sales Process

How Handling Objections can be a service to your "could be" buyer

Many sales professionals consider objections a bad thing. They consider them a door that's closed and its off to the next “could be” buyer. However you might consider the “why” behind the objection to make more sales in less time.

Sometimes the buyer gives a clear no, other times there are silent, unanswered questions in their mind that cause them to hesitate and stall the sales process. The following are some suggestions to advance the sale when you sense this hesitation in your “could be” buyer.


The price is too high. Most often it is the sales professional that is the first to bring price into the conversation. The minute there is silence they start to discount, discount, discount. Often to the point of where the buyer knows they only have to stay silent to receive a larger discount. If you are one of the sales professionals that is discounting to “save the sale.” Instead of talking about price, define value. This is the moment when knowing the results the customer will receive from your product or service is imperative. Try to paint a picture of the value in your “could be” buyers mind, a future state with you in the center.


Time kills all deals. Buyers that hesitate have a reason; if you ask why and find a solution to their issue buying now instead of later can be viewed as an advantage to the buyer.


The higher the price, the more your “could be” buyer may have difficulty making a decision. Make sure when this happens you have uncovered any silent questions, and explained the results they will receive if they make the decision to purchase. This is a great time to show client testimonials from satisfied buyers just like them. Reassurance can turn buyers fear into cheer when they feel they have made a good decision.

Staying with the Status Quo

There are times when you will hear “We are happy with our current vendor.” But are they really? Maybe yes, maybe no, if you ask a few questions you may find the later is true. Some questions might be “Is there something you really like? “Is there one thing you would change?” If you can provide that one thing you may spark an interest in your “could be” buyer that could benefit you both. It’s worth asking, and even if they don’t change now, if the conversation went well they may think about you when they are ready. Keep them in your back pocket for a future call in six months . After all, they are no longer a cold call now.

Always have the customers best interest at the center of your sales process. It is a service to your "could be" buyer to provide assistance, insight and guidance in the sales process.

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