Objection Handling: Embrace Objections, They’re Opportunities in Disguise

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Objection handling in sales isn’t anything new. It’s been part of the modus operandi of salespeople for decades. It’s set to become an even more important factor than ever for sealing those deals in a dog-eat-dog climate emerging from a global pandemic. 

There are occasions when no, really does mean no. Yet the most successful salespeople are the ones who treat objections as opportunities in disguise. 

They’ve trained their mindsets to treat objections as positive signals that clients are potentially interested if their problems can be solved.

In addition, they’ve developed systems to help them navigate the objection handling process and ultimately clutch success from the jaws of perceived failure.Whether you’re a rookie or a seasoned seller we have several Sales Training Courses that take a closer look at objection handling.

Try breaking down effective objection handling into a series of carefully considered questions that include –

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  • Understanding – “Can you help me understand what’s causing that concern?”

It’s a more empathetic question than just why, which is likely to annoy the client and put them on the defensive. It reflects your genuine concern about the reason for your client’s objection. 

  • Validate – “That’s a valid concern. It seems like you’re…..”

Once you’ve gained understanding of the client’s objection, agree with them. Demonstrate that you completely understand why they would say no to your face value proposition.

  • Isolate – “If we somehow figured out how to solve that completely…would you be happy to move forward?”

Keep the onus on the client by drilling down into reason for their objection. You are effectively saying if we can fix this would you go ahead? You are also checking if this is the only objection.

  • Resolve – “Now we have addressed your concern can we move forward?”

So, you’re able to address the specific problem that was standing in the way of your client going ahead. You are also rechecking if there anything else getting in the way? It’s the client’s last chance to speak now or forever hold their peace.  


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Please don’t imagine that successful collaborative objection handling is about pummeling your clients into submission. Nor is it about over-promising the world to get a sale. 

This sort of over-selling might benefit your clients and your sales figures in the short term, but the euphoria is brief at both sides. When you are over-selling it makes it difficult, even impossible, for your business to deliver to your client’s expectations. Our bespoke face to face and virtual Sales Training Courses suits all levels of sales expertise, and they all include objection handling in an uncertain climate. 

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