How to Turn Objections Into Opportunities

By Breanna Gunn 

Succeeding in sales is all about maintaining a positive attitude. It’s nearly impossible to land a sale when you walk into a prospect’s office expecting the worst.

Remember: you’re not selling a product, you’re selling a solution to a problem. That simple mindset shift can make all the difference because now you can begin to see how objections are actually opportunities in disguise. All you have to do is better position your offering as the right solution for them.

Start By Listening

The first thing you need to do when your prospect raises an objection is to hear them out. Listen well and repeat back what they’ve said so you make sure you clearly understand them. 

They are giving you valuable feedback about their concerns. Try to understand the psychology behind the objection.

For example, if the prospect says the price is too high, it may be the expression of a trust issue. They might not be sure that the product is going to adequately solve their problem. You could address this lack of trust by explaining the features and benefits more fully. Paint the picture of what their life will be like using the product to help them to make the price feel more reasonable. 

Save Price For Later

Pricing objections are the most common ones you’ll hear. It could be because they have a limited budget or they received a lower quote from a competitor. But it also might be that they don’t see the true value of the product. 

Save pricing discussion for the end of the conversation, after they fully understand the product’s unique value.

Be Transparent

It’s important to show that you’re not just trying to dump a product on them. Be transparent about what you’re doing. Show them that you’re trying to work with them to find a solution. When an objection is raised, address it and take on the part of the customer.

For example, you may find that they’re objecting because they don’t feel they need the product now. Rather than trying to convince them they need it urgently, ask some questions that will clarify their needs. You can then assess objectively and demonstrate to them the value of purchasing now. 

Focus On Solutions 

When a prospect brings up an issue, the salesperson may naturally delve into product details or features to show how it overcomes the issue. But keep the big picture in mind. 

Focus on the solution that the prospect is searching for. Address each objection in terms of whether your product offers this solution or not. 

Maintain A Positive Mindset

No matter what the objection is, it’s important to stay positive. Many salespeople get frustrated with these issues, feeling that the person is trying to think of reasons to not buy. But actually, each issue is valuable feedback that is helping you reach the end of the negotiation. Think of it this way and you’ll be better able to handle objections with a positive attitude. 

Do you want to learn more about succeeding in sales? Check out The Sales Accelerator, which teaches you the A to Z of handling sales objections and land more clients.