An Objection is an Opportunity to Close

In sales, an objection is not a rejection. It is a request for more information or a sign that the customer is engaged in the buying process. A skilled salesperson welcomes objections as opportunities to move the sale forward.

The Mindset

• Don't Be Afraid of Objections: Objections are a natural part of the sales process. If you are not getting any objections, it may be a sign that the customer is not engaged.
• Agree with the Objection: The first step in handling an objection is to agree with it. This disarms the customer and shows that you are listening.
• Isolate the Objection: Before you try to solve the objection, make sure it is the only thing standing in the way of the sale.

The Process

1. Acknowledge and Agree: "That's a valid concern."
2. Isolate: "Is that the only thing that's keeping you from moving forward?"
3. Address: Provide a solution to the objection.
4. Close: "So if I can solve that for you, are you ready to move forward?"

By following this process, you can turn objections into closed deals. This is a key part of the "Overcome Objections" step in The Seven Steps to Every Sale.