People want to buy, but they do not want to be misled, so they often ask questions or raise objections during a sales presentation. Your responsibility is to be prepared to logically and clearly respond to your prospect's objections whenever they arise. Sales objections indicate a prospect's opposition or resistance to the information or request of the salesperson. Basic points to consider in meeting objections are to (1) plan for them, (2) anticipate and forestall them, (3) handle them as they arise, (4) listen to what is said, (5) respond warmly and positively, (6) make sure you understand, and (7) respond using an effective communication technique.

Before you can successfully meet objections, determine if the prospect's response to your statement or close is a request for more information, a condition of the sale, or an objection. If it is a real objection, determine whether it is minor or major. Respond to it using a trial close, and if you have answered it successfully, continue your presentation based on where you are in the sales presentation. For example, if you are still in the presentation, then return to your selling sequence. If you have completed the presentation, move to your close. If you are in the close and the prospect voices an objection, then you must decide whether to use another close or return to the presentation and discuss additional benefits.

Be aware of and plan for objection. Objections are classified as hidden, stalling, no-need, money, product, and source objections. Develop several techniques to help overcome each type of objection, such as stalling the objection, turning the objection into a benefit, asking questions to smoke out hidden objections, denying the objection if appropriate, illustrating how product benefits outweigh the objection drawbacks, or developing proof statements that answer the objection.

Welcome your prospect's objections. They help you determine if you are on the right track to uncover prospects’ needs and if they believe your product will fulfill those needs. Valid objections are beneficial for you and the customer. A true objection reveals the customer's need, which allows a salesperson to demonstrate how a product can meet that need. Objections also show inadequacies in a salesperson's presentation or product knowledge. Finally, objections make selling a skill that a person can improve constantly. Over time, a dedicated salesperson can learn how to handle every conceivable product objection--tactfully, honestly, and to the customer's benefit.