Mastering Objections – How to do it

If you want to be successful in sales, you need to learn how to overcome objections. When customers bring up concerns with the intention of delaying a purchase or trying to prove that you don’t understand their needs, you have to approach it differently. Instead of arguing with the customer, ask them open-ended questions and listen carefully.

Empathy and active listening are crucial for building trust during a sales call. If the customer knows that you genuinely care about them and what they have to say, working through their objections will be easier.

When their objection is brought up, paraphrase and summarize it back to them so they know that you’re actively listening. This also gives you an opportunity to better understand what they’re saying and address any concerns while showing how your product meets their needs.


Sometimes customers hide their true feelings behind an objection because they don’t like conflict or find it hard to articulate themselves properly. In these situations, we need to make sure we completely understand what’s going on underneath the surface; empathizing and asking clarifying questions can help us get there.

If someone claims they don’t have enough time for your product, your response should focus on how your solution saves time and ensures goals will be met faster than whatever other options they’re considering.

However, at the end of the day only your prospect knows whether your offering fits their company- if they don’t feel that it does then they won’t buy it from you.

Address & Reframe

No one likes hearing “no”, but when someone brings up an objection in sales, it’s just another hurdle we need to clear before moving forward with our process. Although objections may vary based on cost, fit or competition issues — all buyers who raise these often just indicate something that needs clearing away before continuing- this is where addressing and reframing come into play.

Some salespeople will argue with customers in attempt to change their minds, or use aggressive tactics, but this can destroy trust. Instead of trying to persuade them, focus on clearly explaining your value proposition early in the process so you don’t run into issues later. It’s also helpful to have a template for sales objections and responses prepared.

Actively Ask Questions

Sometimes objections are more complicated than they appear- which is why buyers need to be asked a series of questions that help clarify and isolate their concerns.

If a prospect says your product is too expensive, ask them: “If money were no object, what would you be looking for in a solution?” This question often reveals the true reason behind their objection.

No one said objection management was easy; but if you approach it respectfully and with preparation, most prospects will have valid concerns that just need addressing and reframing.

Be Honest

Always be honest when responding to sales objections — never dismiss them outright. A single objection could mean that your solution doesn’t fully solve a buyer’s problem or meet their needs.

Customers may express that they can’t afford your product; in this case try offering payment plans and negotiate discounts as appropriate. If they are concerned because it’s contractually required to buy from another business show proof of how your product can address those concerns.

Use these strategies when handling sales objections and you will see over time more trust built between you and buyers leading to closed deals and stronger relationships!

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