Expecting, preparing for and skilfully handling objections is vital for success in sales.

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Customers raise objections not to be difficult, but to make sure that they are getting the best value. As a sales professional, you must provide support to the customer without thinking the customer is on the opposing side when they raise an objection. To resolve the objection, you must provide accurate information about the product, after-sales service, and competition. Honesty, even if not acknowledged, is always felt and remembered. More importantly, it helps to build trust between the customer and the company.

Some of the top techniques to handle objections that promote company values and satisfy the customer are explained below.

• Get to the Real Objection

Most customers will be clear about what they want to purchase, but when it comes to getting a discount, a freebie or an offer, they are unsure of what exactly to expect. That is why there are differences in the discounts customers ask for. When a customer raises an objection, you need to see whether the objection is raised half-heartedly or whether the customer has knowledge about what they are saying. Remember that you have more knowledge about the product or service than the customer. Depending on the expectation of the customer, you may alter your response to satisfy their objection.

• Provide Information

When an objection has been raised, you can many times resolve it just by providing information. For example, if a customer raises concerns about the quality of the product, then you need to offer them accurate information on the quality of the materials used in the product and the product’s reliability. You may also talk about the after-sales service of the company in case the customer runs into a problem. Mostly, customers are happy to receive good value for their money and enjoy an excellent customer experience, with or without discounts or freebies.

• Talk and Listen

Talking too much or only listening are both bad for sales professionals. You must create a balance between talking and listening. Usually, you must talk at the beginning of a sale when you need to guide the customer and provide information about the product or service. You need to listen to the customer to find out their requirements.

In the middle of a sale, you may want to only answer the questions that a customer has, or guide a customer when he/she is in doubt. Towards the end of the sale, you may try to close the sale by helping the customer to make a decision.

• Giving Control to Customers Without Giving Control

Customers want to be in control of a purchase. They do not like to be led to buy a product or a service. You must recognise this need of customers and offer your support, while at the same time encouraging them to make a purchase. Whether to make a purchase or not is always a decision of the customer, but you can influence that decision to a large extent by showing them that your product or service will meet their needs.

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