Making the Sale: Overcoming Customer Objections

There are many reasons why a customer might say ‘no’ to making a purchase. As a sales professional, it is your responsibility to give that person a reason to say ‘yes.’ Preparing for potential objections and learning how to overcome them is an essential part of creating a successful career in sales.

Bring Up The Objection First: After you have worked with a particular product or service for any period of time, you will quickly discover what objections arise time and time again. It could be price or features or flexibility. If you know an objection is bound to arise, be the first to mention it. It is as simple as saying, “Now this does cost more than the competition, but that’s because…” and fill in the blank.

View Objections as Opportunities: Don’t get defensive if a customer raises an objection. You want your pitch to be a conversation not a confrontation. Instead, consider objections as a chance to offer more detail about your product or service. Then, after the fact, use that objection to fine tune your presentation for future prospects.

Address the Objection: You wouldn’t believe how many sales representatives simply do not actually respond to the objection. Instead, they quickly move on to another subject. It is true that you should not dwell on any perceived fault with your product, but you don’t want to avoid the subject entirely. Then you look like you have something to hide. Better to address the issue head-on than look shifty and dishonest.

Keep the Presentation Positive: Insulting your prospect will not only result in a lost sale, it will also peg you with a bad reputation. If someone makes an objection, keep the conversation cordial. Saying things such as ‘Don’t you know a good deal when you see it?’ or ‘Don’t you want to do the right thing for your family?’ can be perceived as insulting and arrogant.

Be Confident: When answering an objection, be direct and to the point. If you don’t know the answer, say so up front. It is better to say ‘I’m not sure offhand but I can find out’ than to guess and give a customer incorrect information. You want to inspire confidence in your prospect, and mumbling and stumbling over your words is a good way to make a client question your competence and your product’s quality.


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Maryalene LaPonsie is an accomplished writer who has extensive experience reporting on education, career advancement and workforce development topics. She specializes in sales and marketing consultation as well as general copywriting services.