The Ultimate Guide to Objection Handling in Sales

The Ultimate Guide to Objection Handling in Sales


What are Sales Objections and the Types You'll Encounter?

What are sales objections?

Sales objections represent a scenario where the target of the sales pitch has explicit issues that place barriers between the product or concept as it stands and their interest in being involved further. It is the clearest possible signal that more work needs to be done if a satisfactory outcome is to be achieved. In many ways, sales objections are a good thing for the individual making the pitch, as they provide a definitive set of problems to be solved if the sale is to go ahead.

Being in the dark about the problem when individuals are reluctant to open up and discuss the matter can be frustrating and counter-productive. Herein lies the beauty of Optima’s Professional Sales and Selling Skills Training Courses. They offer comprehensive objection-handling techniques when the sales pitch stalls due to a stated issue, among many other valuable tips, advice, and guidance.

Most Common Sales Objections

Objection handling in sales can only be achieved if the objection is expressed and understood, so if the potential buyer is reticent to engage, your job is to discover their sales objections and work around them. Some common types of objections in sales include:

  • The product is not a good fit for our company/we don’t need it
  • Technical, stylistic objections
  • Price/lack of budget
  • Dislike of contracts or being tied to a product or service
  • Existing contract elsewhere

Some of these sales objections may be insurmountable, and although tenacity and confidence in one's abilities are keystones of any successful sales pitcher's attributes, so is knowing when to ease off and try a different approach.

Why Is Objection Handling in Sales Important?

To put it bluntly, objection handling in sales is crucial because a sale is only made if it is achieved. It's as simple as that. This is not a situation where your target has no real objection to the product or concept you're pitching but doesn't see how they might use it or can't stretch the budget at that time (although, technically, this is also classed as one of the many types of objections in sales). This statement may be a fundamental reason why your sale cannot go ahead and must be addressed intelligently and comprehensively for progress to be made.

Learn Objection Handling Techniques

Luckily for budding sales professionals, many studies, discussions, and objection-handling techniques can be studied and mastered, ready to be implemented when barriers appear between the seller and the potential buyer. As with most sales techniques, they rely heavily on specific typical human characteristics and responses to the words and actions of others. Combine those with charisma, knowledge, and enthusiasm, and you will be well on the way to overcoming sales objections and challenging targets.

If strategic sales consulting sounds like something that would benefit your sales pitches and objection-handling techniques, speak to the professionals at Optima Training and discover a vast pool of knowledge and experience. When it comes to understanding the types of objections in sales and how to negotiate around them, they have forgotten more than most of us will ever learn about the subject.

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