Here’s Why You Need to Embrace Sales Objections

In my observation, both as a sales professional and as a sales trainer, customers display a common reaction when they encounter deal-killing sales objections. They walk.

That’s it. Customers don’t stand around explaining all the reasons why they aren’t going to purchase. They just walk away, or hang up, or end the meeting with a polite but final, “Thank you for your time.”

Now suppose you have a customer standing in front of you rattling off sales objections. You get to listen to their list of what is wrong and what doesn’t work for them. Now, what is the most obvious observation you can make about this prospect?

• She’s showing interest?
• She’s scared?
• She needs convincing?
• She feels conflicted?
• She is stalling?

No, there is an even more obvious observation. She is still standing in front of you! If the objection was a deal-killer, she would be gone.

That means the sale is still very much in play, if you can keep your head on straight.

Too many salespeople see sales objections as an indication that the customer is not going to purchase. Quite the opposite is true. Show me a customer with no sales objections and I’ll show you someone who has already eliminated you from contention.

Start embracing sales objections. Get excited about the challenge. Give it your best shot. But mostly, have fun with it.

Only then can you change your customer’s world.