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Education
ChapterTitle
StreetSmarts SM

How to overcome sales objections

By Nick Cucci Surmounting objections
Fluid Pay LLC Sales can feel like a competitive sport, and in many ways,
Salespeople know there is no greater feeling in the world it is. Since this is true, it isn't a surprise that receiving an
than making a sale. After all of that hard work and prac- objection can feel like a personal loss. You want that sale,
tice, it is always a comfort to know that your strategies but now it feels like you will never get it. The truth? You
work. Landing a sale feels terrific, but unfortunately, can still make the sale—and learn from it. Following are
closing a sale isn't guaranteed. practices that can help you overcome sales objections.
• Practice active listening: Establishing relation-
Sometimes your prospective customers won't be interest- ships is one of the best ways to approach sales, and
ed in what you have to offer. Sometimes they voice objec- that means being a good listener. Active listening
tions that can throw you off. In this article, I am going is a communication practice that helps you to go
to discuss sales objections—and what you can do to turn beyond the surface of someone's words to better
them around. understand their needs and preferences (see http://

What is a sales objection? tinyurl.com/5erju482). For a salesperson, there is no
greater tool.
A sales objection is, as the name implies, an objection to a Using active listening when you receive an
sale. Sales objections occur when someone says that they objection is crucial for turning it around. Before
are not interested in your product or service and they ar- you can make the sale, you need to understand
ticulate an actual reason why. what their concerns are—really understand them.
Take the time to listen to what they have to say and
It does not feel good when a potential customer chooses dive beneath the surface. The difference between
not to follow through with a sale, but if you listen care- this and not listening with your full attention and
fully, you will learn what led them to this decision. The concern is something they can feel, and they will be
fact that they are telling you why they are not interested more willing to listen to your offer when they feel
isn't a setback—it's a learning opportunity. heard.
• Follow up to fully understand concerns: A com-
Common sales objections include: mon tactic when engaging in active listening is fol-
• [X] is out of my budget. lowing up. You want to understand what your cli-
• I'm not convinced that [X] is the right fit for my ent is thinking, and that means you need to gather
needs. the right information. When they express their con-
• I don't have time for [X] right now. cerns to you, follow up with additional questions.
If they say they aren't sure about your POS system,
• I'm not sure about your partners or merchants. for example, ask them what specific concerns they
• I'm interested in one of your competitors. have. The more you know, the more effectively you
can navigate this sale.
• I'm looking for [Y] and [Z], not just [X].
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