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5 Steps to Overcome Sales Objections

In B2B Sales we call objection a “Show Stopper”.

Objections in sales are a normal part of the process, and they can often be a sign that a customer is interested in your product or service.

However, it’s important to be able to overcome objections in order to close the sale and build trust with your customers.


Sales objections are any concerns or objections that a customer raises during the sales process that can impact the buying process and can be a threat to your sale.

These objections can be about the need, the price, the timing, the features, or any other aspect of the product or service that are not matching the customer’s demand.

It’s important to overcome objections in sales because they can prevent a customer from making a purchase.

By addressing and resolving these objections, you can increase the chances of closing the sale faster and building a long-term relationship with the customer.

Importance of overcoming objections in the sales process

Overcoming objections is a crucial step in the sales process because it allows you to address any concerns or objections that the customer may have.

An objection can happen at any stage of the sales cycle i.e Meeting stage, proposal stage, negotiation stage and even at closure stage.

By addressing objections, you can address the customer’s concerns and increase your credibility in the customer’s eyes which can lead to a successful sale.

Additionally, overcoming objections can help you identify any areas where your product or service may need improvement, which can help you better serve your customers in the future.

As a salesperson you can overcome objections in 5 steps :

1. Identify the Root Cause of the Objection

The first step in overcoming objections is to identify the root cause of the objection.

This can be done by asking clarifying questions and listening actively to the customer’s concerns.

Be a sales consultant trying to understand the customer’s concerns and not an average salesperson just trying to sell his solution.

By understanding the underlying need or concern, you can better address the objection and offer a solution that meets the customer’s needs.

2. Ask Clarifying Questions

Asking clarifying questions can be a powerful tool for understanding the root cause of an objection.

By asking open-ended questions, you can uncover more information about the customer’s concerns and needs.

Some examples of clarifying questions might include: “Can you tell me more about your concerns?”, “What specifically about the price is a concern for you?”, or “Is there a better solution you are using currently?”.

3. Determine the Underlying Need or Concern

Once you have gathered more information through clarifying questions, it’s important to determine the underlying need or concern that is driving the objection.

This could be a need for a lower price, a desire for more features, or a concern about the timing of the purchase or simply the need for the product.

By understanding the underlying need or concern, you can better address the objection and offer a solution that meets the customer’s needs.

4. Respond to the Objection

Once you’ve identified the root cause of the objection, it’s time to respond.

This can be done by acknowledging objection first.

Acknowledging shows the customer that you respect his/her opinion.

When responding to an objection, it’s important to address the issue directly and honestly.

By being direct and honest, you can build trust and credibility with the customer.

5. Resolve the Objection

While resolving the objection you don’t have to force your solution.

After you have uncovered the causes and issues in previous steps, highlight your product/service as a solution to address those issues.

Here you need to make sure while presenting your solution, you need to show the benefits it will bring to the customer and not the features.

Also, be transparent about any limitations or challenges that may be involved as well.


In conclusion, overcoming objections in an important sales skill that can help you close more deals and build long-term relationships with your customers.

Remember to practice and improve your objection-handling skills, and you’ll be well on your way to success in sales.

Ahsan Khan
Ahsan Khan
Hi, I'm admin of techfily if you need any post and any information then kindly contact us! Mail: techfily.com@gmail.com WhatsApp: +923233319956 Best Regards,

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