Objections are never a Bad Thing

Sales Training

sales training objections

Most sales people fear the prospect of having either their customers or prospects raise a concern about the suitability of their product or service or hearing that their product or service is not a perfect fit for them. Anyone, who has been involved in sales for a while knows that one of the most common objections raised by customers and prospects is around price, but as you know there are also a myriad of other, objections, which may also be raised.


If you prepare properly and you have done your homework prior to calling on any prospect, the objections raised, seldom mean that they will not buy your product or service. If however you have not done your homework and are standing in front of a totally unsuitable prospect, then their objections may be valid and you may very well be wasting your time.

Any sales person, who views objections as bad things, is missing the point. Sales professionals on the other hand know that objections are just their customer or prospects way of telling them that they do not yet completely understand and appreciate the value that both they and their product or service offer to them.

Objections are Always a good sign

I believe that when your customer or prospect raises an objection, it’s always a good sign. The objection is not an affront or direct attack on you or your product in any way. It is just your prospects way of expressing their concerns and lack of understanding. This then gives you the opportunity to either allay their fears or better explain your value proposition.

As long as people are raising objections and telling you they don’t understand or they cannot see the value, which both you and your product or service offers, they are still interested. It is only when someone is sitting glaring at you with folded arms that they are completely disinterested and will not buy your product or service.

When people are not bothering to object they are actually telling you something crucial. It is a crystal clear sign that they are not interested and do not have any interest in what you are selling. This is your cue to stop presenting, ask if there is something you have missed or is there something you can clarify for them.

Properly Qualify your Prospects

You should have assessed your clients’ needs thoroughly before even making the call to them in the first place, so that you are investing time with the right decision maker, at the right organization, who needs exactly what you have to sell. Secondly by using my special brand of questions (Lynchpin Questions), you are equipped to uncover your prospects or customer’s intrinsic needs, throughout the sales process. This means that you better communicate value, in terms of the prospects expectations, which in most cases eliminates or mitigates objections before they even come up.

How do you Avoid Objections?

It is crucial to know that mitigating, or reducing the concerns or possible objections your prospect may have, starts long before you are standing in front of them.

When the following crucial concepts are taken care of, prior to you standing in front of any prospect, objections become easy to handle:

  • Sell to the right decision maker, at the right organization, who needs what you have to sell.
  • Believe in your product or service 100 %
  • Be so confident in your product and/or service that you honestly believe that your prospect will be worse off, if they do not buy it
  • Believe that the value you bring, exceeds the price you are asking your prospect to pay
  • Be crystal clear about what you actually sell
  • Know how that adds meaningful value to your prospects
  • Discover, who needs the exact value, which you offer and only prospect those people
  • Prepare properly for the every meeting
  • Have a clarified purpose for the call
  • Send an agenda ahead of the meeting, describing the purpose of the meeting
  • Ask meaningful Lynchpin questions, to uncover your prospects intrinsic needs
  • Listen intently to the answers
  • Be authentic, honest and always look for meaningful ways to serve your prospects

Once you ensure the above crucial concepts are in place, you may still encounter objections from your prospects. If you do encounter objections, whilst engaging with your perfect prospects, then you can use the techniques described below to manage and mitigate them during the meeting.

Tips for Handling Objections

  • Listen intently and allow the prospect to finish speaking, before answering. Never assume you have understood and start speaking over your prospect.
  • Allow the prospect to completely explain their concerns and explain what is bothering him or her. Be very attentive and make sure that you listen intently to what they are saying. Listen and try to identify any valuable clues, which will emerge from their tone of voice or body language.
  • Ensure that your prospect has completely finished talking – Repeat your understanding of the objection back to them for clarity. If you burst straight into an explanation, without getting clarity, your misunderstanding may compound the objection and the prospect may dig their heels in even further, as the misunderstanding compounds.
  • By repeating your understanding back to the prospect, they have a chance to better explain their objection If you do not describe it the way they see it and they can see that you are really listening to them and their concerns.
  • Explore and try to uncover the real objection. Prospects don’t always express their true concerns up front. The first objections expressed by your prospect are not always a true reflection of what their true concern may be.
  • The best way to uncover your prospects true objection is to ask leading exploratory questions like “Is product downtime a particular concern” or “Have you experienced challenges like this before” or “What was the result of managing those challenges, which you have experienced in the past?” These types of questions will help draw the prospect out a little and will give you an opportunity to better understand their true concern or objection.
  • Answer the objection. Only once you have completely understood the objection explored and discovered the prospects true concern, by asking exploratory or Lynchpin questions, should you begin to answer it.
  • Start by explaining how your value proposition will satisfy their needs or solve their challenges. Objections, which are raised by your prospects, are just a way for them to verbalise their fears.
  • Your role when handling objections is to always remain honest and upfront with them.
  • Be authentic and offer them your best explanation, providing them with the right information, to show them the true value you bring. This will help them to allay their fears and will address their concerns in an honest environment.
  • Never tell your prospect anything you think they want to hear, unless it is 100 % true and which you can back-up with proof.
  • It is always best to have specific stories prepared, from satisfied customers, who experienced similar concerns or challenges.
  • Hard facts, which can be backed up by testimonials are always the best.
  • Check back with the prospect and see if they have understood your explanation and if you have answered their objection. After your explanation, check in with the prospect and make sure that you have completely answered their concerns.
  • This can be done by simply saying, “Does this make sense?” or “Have I answered your concern?”.
  • Redirect the conversation. Once you are certain that you have completely understood and answered the prospects objections, bring the prospect back into the flow of the appointment. If you were in the middle of your presentation, when the prospect raises their concern or objection. Then once it is answered, quickly summarise what you have said and move on smoothly with your description of your value proposition.
  • Before closing the sale, check to see if your prospect has any further objections

 Author: Andrew Horton     


Andrew Horton

Andrew Horton

andrew horton



Sales Training



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One comment

  • Lynne Henkenjohann /

    These inspirational readings motivate my daily life. They are not only a “value adding asset” to my life, but also to my whole team at MY PROPERTY BROKER. Thank you for the wonderful inspirations. They make the world a better place – 🙂 Lynne

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