How To Handle Objections In Sales

Sales Rebuttals

Knowing how to handle objections in sales is integral to the success of your business or role as a salesperson. If you don’t understand this methodology, being thrown objections by a customer when you thought you were preparing to close a sale can put you off your stride and cause the sale to fall apart.. Thankfully there are steps you can take to use these objections to your advantage and still achieve a great result for both you and your customer.  

What Is An Objection In Sales?

An objection in sales is considered as any pushback or barrier created by a customer that stands between a salesperson and the closing of a sale. Objections can be expressed verbally, through physical distancing such as by walking away or by a failure to respond to calls and emails. Ultimately an objection in sales is a customer indicating they are not ready to purchase something from you.

Problem Or Opportunity? 

The great part about objections is that they provide the pathway or opportunity to make the sale. Identifying the customer’s objection is a large part of how to handle objections in sales. It allows you to be better able to counter and overcome it. You may even find that when a customer is sitting on the fence asking them what is holding them back is beneficial. Rather than trying to anticipate and quash someone’s concerns, you can build trust by asking them outright and genuinely working towards a solution alongside them. 

The very best salespeople know that by tailoring your approach in this way, you are more likely to make the sale. You may also find this opens the door to future sales with the same clients or brings in new referrals. Objections are not an issue, they are an opportunity! 

8 Most Common Sales Objections 

So what are the most common objections you are likely to come up against when working in sales? Here are 8 of the most common sales objections and what they mean from a customer perspective. 

  1. Lack of need – they might like the idea of something, but it isn’t essential right now, so they could put it off to another time. 
  2. Lack of urgency – ‘I need it, but today or tomorrow or next week…it doesn’t matter.’
  3. Lack of trust – Why should the customer choose you over another company or salesperson? How do they know you’ll deliver on the promise? 
  4. Lack of funds – ‘It’s just not something I can afford right now.’ Or ‘It’s over my budget.’
  5. Product uncertainty – Is your product offering the same value and features as the competitor? Is it too complex and overwhelming for them?
  6. Contentedness objection – This could sound like ‘I already have a service provider.’ Or ‘my current phone/car/provider works just fine.’
  7. Establishment objection – if you are a new company or work for a new company you may find clients are wary due to lack of reputation, longevity and security. 
  8. Aggressive objection – This type of customer may have been pushed around or ripped off by a salesperson in the past and is instantly aggressive when approached. This is one of the most challenging and confronting types of objections and should be handled with care. If you feel unable to help or remain calm, it is best to pass this sale to someone better equipped to manage it. 

How To Overcome Objections In Sales

Knowing how to handle objections in sales will help you feel confident rather than overwhelmed or put off by a client’s objections. It is a sales technique that delivers results and is the only one you’ll ever need. At Swish Sales Coaching we help you to master the simple 4 step process you need to overcome objections.

  • Appreciate 

Always avoid rebutting the objection or acting defensively. Take the time to actively listen and show you are invested in what the customer is saying. Ensure your body language and facial expressions confirm your interest in the objection and customers also. 

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  • Relate

Oftentimes the initial objection isn’t the actual objection. Your customer may need time or support to articulate what it is that is really concerning them. To ensure you’ve understood and to facilitate a deeper understanding of the objection, restate the issue back to the customer with their permission. 

Once they confirm the objection, always ask ‘is there anything else?’ This allows you to nip any further concerns in the bud and demonstrates care to your customer.  

  • Isolate

If there is more than one objection, always isolate and address the largest objection first. Once you’ve walked your customer through the solution, they may not be as concerned with the smaller objections. 

When responding, if there is something you are unsure about, never wing it! Be honest and upfront that you need to clarify something to answer them properly, this builds trust. Whenever possible do this on the spot as allowing them time to walk away may mean they do not come back, even if you do provide the answer. 

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  • Confirm And Overcome 

If you feel you have handled all the customer’s objections, ask them to confirm this. Even if you saw signs of agreement during the negotiation, it doesn’t mean you have their full buy-in. You may need to explain a solution further or have them relay it back to you to ensure they are comfortable. If the customer still really isn’t ready, do not force the commitment, this could undo all the effort you’ve put in and they won’t seek you out when they are ready. 

Tonality is a core focus at SWISH and a proven sales technique that we teach alongside these four steps. More than anything, the way you say something, rather than what you are saying, is going to have the greatest impact. We have identified and perfected the eight key tones every salesperson needs to master in order to have effective conversations with customers.

Still Struggling With How To Handle Customer Objections? 

At SWISH Sales Coaching we specialise in helping you and your teams develop and practice objection handling. With our support, you and your staff can learn how to handle objections in sales and break through the barriers that prevent them from making a sale.

We’re focused on changing the negative reputation of salespeople and setting them up for success with their integrity intact. Our honest and ethical approach to sales has helped salespeople and managers all over Australia to feel confident and comfortable while selling. This leads to better sales, happier customers and sustained business growth. 

If you or your team are ready to learn more and improve your sales performance, our SWISH Sales Academy can provide you with the tools you need. 

To learn more about how you can benefit from virtual sales training so that you can take your sales efforts to the next level, read about our proven sales training, sales coaching, and sales courses.  No matter if you are located in Sydney, Melbourne, Brisbane, Gold Coast or anywhere in the world, we are able to assist in providing the most innovative ethical sales training. Contact us today on 07 5531 6485 to get started and learn how to handle objections in sales with ease. You can also get live Objection Handling training and more for FREE in our SWISH Facebook Group

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