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Objections are like hurdles to be overcome.

How To Handle Objections

This article aims to answer the question; “How to handle objections.” More will be written on this question in later blog posts. The methodology is taken from our sales training workshops. It is our belief that objections are a positive aspect of selling and should be welcomed. Objections should be brainstormed and planned for. Answers should be prepared and practised. Every objection should be addressed and overcome. Handling objections is a key sales skill which needs to be practised and mastered.

How To Handle Objections - First, get your attitude right

The attitude to objections is the most important aspect of handling objections. The mental approach must be right before anything else. Our recommended attitude is summed up as; “There is no objection which cannot be overcome.”

"There is no objection which cannot be overcome."

How To Handle Objections - Expect Them

You are going to get objections. It is rare not to get them. So the first idea on objection handling is to expect them. Don’t be surprised by them. When in a sales conversation we have to anticipate and expect objections at each step of the sale. Only with this approach will we be prepared and ready.

How To Handle Objections - Welcome objections

It sounds like an odd idea at first, but we mean it. Welcome objections. If your prospect is raising objections then it means they are thinking about your proposal. If they are thinking about it, then you are engaging with them. And there is always an opportunity to address their objection. In other words, what they say when they raise an objection is in effect, “If you can deal with my concern over this point, then I may well buy from you.”

How To Handle Objections - Anticipate when objections will arise

Look at your sales process and work out when you could encounter objections. Working on this with a colleague or two, is even better, as two heads or more work better than one. Think about what kind of objections might arise. Another way of looking at this is to list out all the closes you want to achieve. Any objection is an objection to a close, so you might get ideas in this way.

How To Handle Objections - Brainstorm answers to all the possible objections

Take each objection and brainstorm all the possible answers. For this you may need a colleague who has a conceptual mind. See more on conceptual minds in our Personality Selling Model. It is essential to work through each objection and consider possible answers.

There are some classic answers which you may want to use. These will be covered in a future post. But here is an example. With the price objection one answer is to ask, “What price would you accept?” Once they have answered this, you then take one number from the other. this leaves you with an amount. This amount is what you have to sell. The difference between what they expect to pay and your price. More on how to do this in future posts.

How To Handle Objections - Practice how to handle them

Once you have a a range of answers for each objection you need to practice them. You can do this on your own, but it works even better if you can practice with a colleague. Go through each objection and run a role-play on it. It’s important for your colleague to be realistic but hard with you. This is what we do in our sales training courses. The more you practice the easier it will be in your actual sales meetings.

How To Handle Objections - Learn

If you follow this process of handling objections, you will be prepared. But this doesn’t mean your approach will work every time. The next step is to learn from your experiences. Listen closely to the objections you receive. Record what works and what doesn’t. With your answers that don’t work, go back through our process. Look at some other answers. And here’s where your attitude really makes a difference. Remember our approach is, “There is no objection which cannot be overcome.”

How To Handle Objections - Never give up

This follows on from the piece on attitude at the beginning of this article. Never Give Up. The attitude is that whatever objections arise we always try to answer them. And no matter how many time we hear an objection, we don’t give up. When we hear a new objection we use the process outlined above and work out the best plan for answering the objection.


To summarise. Expect and welcome objections. Prepare and plan for them. Practice the answers. Always try to answer objections in a sales meeting. Learn from the experience. look forward to objections and relish handling them professionally. How you handle objections can be the difference between someone buying from you and you selling to them.

Happy Selling!

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How To Handle Objections