Sales Skills

Turning Objection Anxiety into Opportunity

When you hear an “objection,” do you immediately assume “rejection?”  Do you tend to believe that when a prospect asks challenging questions or expresses concerns, you have failed to hit the mark?

What an objection usually means is that your prospect needs more information and has a high degree of interest in your products, services, and solutions.  Rather than abandoning the prospect when tough questions surface, turn the objections into an invitation to better explain your unique capabilities.  In other words, think of your prospect’s resistance and objections as opportunities. 

According to Michael LeBoeuf, author of How to Win Customers and Keep Them for Life, a prospect will say no an average of five times before buying.  That means the majority of your prospects will pose one or more objections by asking questions, requesting more information, or pushing back due to a myriad of reasons.

Their objections alert you to what your prospect is thinking, what concerns he or she has, as well as what barriers are in the way of allowing you to secure the business.  When your prospect talks about concerns, he or she is giving you a chance to address and answer them.  If a prospect is completely uninterested in you, they usually sit through your presentation in silence, often with arms folded.

Handling objections is an outgrowth of understanding your prospect’s needs, wants and pain points.  And building a relationship based on trust.  To begin overcoming objections, I suggest you follow the following five steps with prospects:

  1. Be prepared for and welcome objections
  2. Don’t avoid, sidestep or ignore an objection
  3. Listen carefully to the objection
  4. Confirm the objection
  5. Answer the objection.

How do you handle objections?