The document provides techniques for effective objection handling in sales. It lists 10 common mistakes salespeople make when facing objections such as taking objections personally or becoming defensive. It then lists 10 best practices for overcoming objections such as showing gratitude, understanding prospects, digging deeper into objections, and offering solutions. The document emphasizes listening to prospects, understanding their pain points, and relating solutions directly to their needs rather than relying on scripts or discounts. Effective objection handling is key to closing deals and making sales feel good for both the salesperson and customer.

1. TechniquesforEffectiveObjectionHandling
Don’t…
Do…
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Taketheobjectionpersonally
Interruptyourprospectmid-sentence
Startyourcounterpointswithnegativewords
Useexcessive“salesy”words
Becomedefensive
Assumethatthedealislost
Understandtheobjectionpartially
Offerdiscountsimmediately
Vaguelyrelatetheproductandservicetotheobjection
Assumethattheobjectionisaddressed
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ShowGratitude
UnderstandyourProspects
DigDeeperintotheObjections
Confirm theObjections
OfferSolutions
BeHonest
ProactivelybringuptheObjection
OfferanIncentive
ExplainyourUniqueValueProposition
ShareCustomerSuccessStories
90%
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2. TechniquesforEffectiveObjectionHandling
Don’t…
Do…
1. Taketheobjectionpersonally.
2. Interruptyourprospectmid-sentenceandrushtoovercomethe
objection.
3. Startyourcounterpointswithnegativewordslike'But','If'and'So
What'.
4.4. Useexcessive“salesy”wordslike'cuttingedge','innovative',or
'bestinclass'.
5. TalkabouttheproductandserviceUSPswithoutrelatingthem to
theobjections.
6. Becomedefensivewhenprospectsquestionthequalityandeffi
ciencyoftheproductorservice.
7.7. Assumethattheobjectionisaddressedwithoutconfirmingitfrom
theprospects.
8. Assumethatthedealislostbecauseprospectshavevoicedan
objection.
9. Haveapartialorsurface-levelunderstandingoftheobjections.
10.Offerdiscountsimmediatelytoresolvethemonetaryobjectionof
theprospects.
1. ShowGratitude.Lookatthispositively–justanotherwayforyou
togiveyourprospectmoreinformation.Acknowledgeyourpros
pect’sobjectionsandprovidetheinformationneededtoclosethe
businessdeal.
2. UnderstandYourProspects.Connectwithyourprospectsona
personallevel.Listentotheirobjectionscarefully.Thisshowsthat
youvaluetheirconcernswhichhelpsbuildtrust
3.3. DigDeeper.Askyourprospectsopen-endedquestionstogainmore
insightintotheirobjections.Youhavetounderstandwhat’s
stoppingthem from buying.
4. Confirm TheObjections.Takeanoteofalltheobjectionsand
restatethem inyourownwords.Askyourprospecttoconfirm
whetherornotyouunderstoodallofthepointsmentioned.
5. ExplainYourUniqueValueProposition.Showwhatsetsyour
businessapartfrom thecompetition.Youshouldconsiderthe
valueyou’rebringingtoyourprospectandyourprospect’s
business.
6. OfferSolutions.Alignthefeaturesandbenefitsofyourproducts
andservicestoyourprospects'specificpainpoints.Painpoints
includethingssuchaslostrevenue,lowproductivity,poor
customersatisfaction,etc.
7.7. ShareCustomerSuccessStories.Sharetestimonials,casestudies
andotherreferences.Thismayhelpyouovercomeobjectionsand
giveprospectscompleteconfidenceinyourcompany’sproducts
andservices.
8.8. Behonest.Skipthesalespitchandmakefresh,spontaneousand
persuasiveconversations.Theseconversationsshouldberelevant
totheprospect’sobjectionsandhelpbuildagreatrapportwith
them.
9. ProactivelyBringUpTheObjection.RefertotheCRM tolearnthe
objectionsyouhaveencounteredearlier.Answerthem proactively
towintheconfidenceofyourprospects.
10.10.OfferAnIncentive.Encourageyourprospectstotakeadvantageof
yourincentive.Dependingonyourbusiness,thiscouldbeafree
trial,freeshipping,$10offfirstpurchase,andmore.Thisgivesboth
partiesachancetoworktogether,buildtrust,andmutualrespect.
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Whenyou'veresolvedbuyer'sobjections,implementtwokey
bestpractices:
2 Buildupyourcredibilitywithmoreinformationsharing.Don’t
hurryforsales.Ifyouactasifyoucan’twaittoclosethedeal,your
prospectwillgladlyshowyouthedoor.Sofurtherbuildupyour
credibilityinthenextmeetingwithmoreinformationsharing.
BonusPoints
1 Finalizethenextmeeting.Yourprospecthasremovedhis
objectionhearingyourcounterpointandmightwanttodigfurther
intotheproductdetailsbeforepurchasing.Usethisfacttosetup
thenextappointment.

3. Top5WaystoMakeSalesThatFeelGood
ShiftYourMind
LearnTheProduct
Haveyoueverbeen“sold”somethingandhadbuyer’sremorse?Maybeyou
believethatifsomeonewantssomething,they’llbuyitwithoutneedingyour
help.Oryouthinkthatsellingisn’tarespectedprofession.Thesearesomeof
thereasonsyoumightbetellingyourselfthatsellingdoesn’tfeelgood.
Amindsetshiftisthemostpowerfultoolthatwillhelpyoumakesalesthatfeel
goodtoyou,helpyourcustomers,andstrengthenyourorganization.Whenyou
cometotermswiththefactthatwhatyou’redoingishelpingpeoplethenyou’ll
beabletolookatyourjobdifferently.Oftentimes,youforgetthatyou’re
talkingtoactualpeopleandnotbusinesses.Whilethepeopleareemployedby
thebusinessandbusinessneedsarecriticaltotheprospectindetermining
whatsolutiontogowith–keepinmindthatthedecisionmakerisan
individual,notabusiness.individual,notabusiness.
Youcanapproachsalesmuchdifferentlywhenyoumakethisshift.Youwant
tolistentothepersonwhoisrepresentingthebusiness–nottheotherway
around.Wrapyourmindaroundtelling,notselling.Whenyouthinkofselling
toabusiness,itbecomesstressfuland“salesy.”Whenyouthinkoftellinga
personabouthowyourproductorservicecanbehelpfulthenitbecomesmore
informativeratherthan“stuffy”or“usedcarsalesman-like.”
Tellyourselfthatyou’reprovidingvalueandthingswillbeontheupandupTellyourselfthatyou’reprovidingvalueandthingswillbeontheupandup
from there.
WriteAPlan,NotAScript
SharpenYourListeningSkills
FollowUp
Someofushavebeenguiltyofwritingascripttomakesalescalls.Whilethis
mayworkforsome,itdoesn’tworkformost.Scriptsaresupposedtohelpyou
getthroughyoursalescallswithoutstumblingorleavingoutkeyinformation.
However,scriptscantendtofeelstuffyandrobotic.We’veallbeen“sold”toby
asalesprofessionalreadingascriptanditusuallydidn’tendinasale.
Havingaplaninplaceforhowyou’regoingtoapproachyoursalesprocesscanHavingaplaninplaceforhowyou’regoingtoapproachyoursalesprocesscan
helpaton.Youwanttocreateageneraloutlineofhowyou’regoingtostruc-
tureyoursalesprocess.
Notonlywillyoufeelmorepreparedtospeakwiththeprospect,you’llalsogive
theprospectmoreconfidenceinyouwhichcouldhelpyouclosethebusiness
deal.
Thetruthis,ifyou’regoingtosellyouhavetoshiftyourmindfrom negativeto
positivethoughtsaboutselling–amindsetshift.
Learningtheproductisamajorkey.Ifyoudon’tknowhowyou’rehelpingthe
business,thenhowcanyouhelp?Youmustknowyourproductinsideandout.
Willyourunintosituationswhereyoudon’thavetheanswersandneedtoseek
help?Yes.Butyouneedtoknowyourproductwellenoughtoquicklyidentify
howitcanhelpyourprospectbasedontheirpainpoints.
Whenyourprospecttellsyoutheirpainpoints,it’syourjobtolisten(don’ttalk
–70/30rule),compilequestionsandfigureoutwhichofferingmightbebestfor
theirbusiness.Basedonwhatthey’retellingyou,youhavetoknowhowyour
productwillsolvetheirproblem.Ifyoudon’tknowhowtocommunicatethese
thingstoyourprospectclearly,yourprospectismostlikelygoingtobecon-
fused.Confusedprospectsneverbuy!
Studiesshowthat40% ofallsalesprofessionalscan’tunderstandcustomer
pain.Becauseofthis,salesprofessionalsusuallygiveasolutionthatthepros-
pectdidn’tevenhaveordidn’trealizetheyhad.
Studiesshowthat40% ofallsalesprofessionalscan’tunderstandcustomer
pain.Becauseofthis,salesprofessionalsusuallygiveasolutionthatthepros-
pectdidn’tevenhaveordidn’trealizetheyhad.
Youwanttomakeeachsalescallflowinthesamewaytomakesureyou’renot
leavingoutanykeyinformationandtopositionyourselfastheexpert.
Sharpeningyourlisteningskillscandrasticallyimproveyourclosingratioif
donetherightway(andmakeyoufeelgoodaboutthesale).Alotofthetime,
salesprofessionalstalkmoreandlistenless(nottheotherwayaround).Al-
thoughyourformaltitleis“SalesAgent,”“SalesRep,”or“SalesExecutive”it
doesn’tmeanthatyouneedtosell(wetalkedabouttelling)nordoesitmean
youhavetotalktheentiretime.Followthe70/30rulewhentalkingtopros-
pects–70% ofyourtimeshouldbespentlisteningtotheprospectand30% of
yourtimeshouldbespenttalking.
Whenyoulistentoyourprospect,youputthem inthepositionofpower.When
peopleareinapositionofpower,theyfeelliketheyhaveownershipofwhat’s
goingon(they’renotbeing“pushed”intosomething).Bylistening,youalso
showtheprospectthatyougenuinelycareaboutwhatthey’resayingandthis
givesyoutimeto“tell”aroundtheirneeds.Whenyourprospectknows,likes,
andtrustsyouthentheywillbuyfrom you.Trustisacriticalelementtosuc-
cessfulsales.Whenyoutellyourprospectaboutasolutiontotheirproblem
aftercarefullylisteningtotheirpainpoints,trustincreases.Thiswillalsohelpaftercarefullylisteningtotheirpainpoints,trustincreases.Thiswillalsohelp
tobuildyourconfidenceandfeelgoodaboutsellingwhenyouknowthat
you’vedoneittherightway.
Remembertolistentoyourprospectsandtailoryoursolutiontotheirneeds.
Don’tmakethemistakeofsellingyourselfoutofthesale.
Followingupiscriticaltothesalesprocess.Studiesshowthat80% ofsalesre-
quirefivefollowupcallsaftertheinitialmeeting.Mostsalesprofessionalsstop
afterthefirstfollowup–don’tfallintothiscategory.
Truthis,peoplefeel“stuffy”aboutthesalesprocessbecausemanysalespro-
fessionals“sell”youonaproduct(anddon’tcareaboutyourneeds–theyjust
wantthesale).Ormanyofushavebeen“sold”toandhavebeenburntinthe
process(triedtogetyourmoneybackbutcouldn’t).
Thefollowupprocessisevidentwhenit’stimetoclosethesalebutit’salsoim-
portantlongafterthesale.Aftertheinitialmeeting,youneedtofollowupwith
theprospecttothankthem forspeakingwithyou.Youdidsomuchonthe
front-endwithgettingtheprospecttospeakwithyouandlisteningtotheir
needs–ataminimum youwanttohaveconsistentfollowup.
Thefollowupprocessisevidentwhenit’stimetoclosethesalebutit’salsoim-
portantlongafterthesale.Aftertheinitialmeeting,youneedtofollowupwith
theprospecttothankthem forspeakingwithyou.Youdidsomuchonthe
front-endwithgettingtheprospecttospeakwithyouandlisteningtotheir
needs–ataminimum youwanttohaveconsistentfollowup.
Followingupallowsyoutobuildrelationshipswithyourprospectsandcustom-
ers.Theyfeellikeyoulistenedtothem andyousincerelywanttohelpthem
whenyoufollowupwiththem.Yourfollowupsdon’tneedto“sell”anything.In
doingthis,you’llfeelbetteraboutyoursalesprocessbecauseyoudidn’tjust
“pitch”them onaproductandleave.Youtoldthem aboutyourproductconsid-
eringtheirpainpointsandcontinuedbuildingarelationshipwiththem after-
wards.Thistransitionfrom “coldandstuffy”to“helpfulandfriendly”makesa
worldofadifferenceinyourclosingratioandmakesyouandtheprospectfeel
goodaboutthesale.
Oncetheprospectbuysyourproduct,it’sevenmoreimportantforyouto
followupwiththem afterthesale—youwanttobeaccountable.Iftheprospect
buysandhastroubleusingyourproductandtheydon’treceivethesupport
theyneed,youcanlosethatcustomerfasterthanittookyoutogetthem.You
wanttogiveyourcustomersagreatexperiencewithyourproductsandmake
surethey’regettingsatisfactionfrom it.Iftheydon’tknowhowtouseyour
productordon’tfeelliketheyhavethesupporttheyneed(they’reconfused
andhaven’treceivedgoodcustomerservice),thenthey’renotgettingresults.Ifandhaven’treceivedgoodcustomerservice),thenthey’renotgettingresults.If
yourcustomersaren’tgettingresults,thenbothyouandthecustomerwon’t
feelgoodaboutthesale.
Ifmakingsalesthatfeelgoodisachallengeforyou,considerthesebestpractic-
esandseeifyoufeelbetterinacouplemonths.Sellingishard–tellingiseasy.
Remembertokeepyourprospectattheforefrontofeverything.Alwayscom-
municatevaluetotheprospect(thisshouldbewhat’sinitforthem,notyou).
Thedifferencebetweenasalethatfeels“stuffy”andasalethatfeelsgoodisall
inthefollowupprocess.
Buildingarelationshiptakestime,it’smorethanjustaninitialmeetingorone
followup–itdoesn’thappenovernight.
Salesareahugepartofeveryorganization.Thisiswhatkeepsthelightsonand
makesthebusinessrun(nottomention–thisishowyoukeepyourjob).There
aremanysalestechniquesouttherebutnotallofthem feelgenuine.Youmay
befacingsomesellingchallengesasmostsalesprofessionalsdo.Ifyoufeellike
a“slimycarsalesman”whiledoingyourjob,thenyouprobablyneedtomakea
fewshiftsbothmentallyandstrategically.
Herearesomebestpracticeswhenitcomestomakingsalesthatfeelgood.
Thesetechniquesareagreatwaytokickoffyoursalesplanningandfeelgood
aboutyourcontributionstoyourorganization.
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