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The 32 Worst Things You Can Do in Sales:

22. Not Handling Objections

By Steven J. Schmidt (3/12/09)

One thing salesmen must do is turn objections into sales. There are certain people whom you won't be able to turn around, but then again, there will be certain situations where you'll have to take your sales game to a whole new level.

For instance, someone could tell you, "I am not interested in spending that money on a new bed." You could always say, "OK, sorry if I bothered you," but you just wouldn't make any money that way.

Instead, you can try to explain the benefits of spending a little bit more money on a better-equipped bed. All you have to do is say, "I can understand why you do not want to spend a lot of money on a bed. However, what if I could explain to you that your back will be a lot healthier if you buy this bed? It costs more than the bed that you want to buy, but you'll get a much better night of sleep, and you won't feel the aches and pains the next day. Is that something you might be interested in?"

Now, I cannot promise that will work every time, but you can't just walk away from an objection. You have to give yourself an honest shot. You have to be ready for any objection at any given time. That means that you must prepare yourself before your actual sale. You need to do your homework and find out what objections you need to overcome.

Think about the example I gave you about the bed salesman. A potential client is looking to purchase a bed. Now, I know people have budgets, and they have a limit they want to stick with, as far as spending money. But a bed has values and benefits, just like any other service or product. All you have to do is show the customer that you understand them, and that you want to help them make a smart buying decision.

Think about handling objections as if you're trying to convince your friend where to eat. If you are really passionate about a new place and you want to go there, you'll need to convince your friend to go there. Think about what you would say to them: "This new place just opened and I heard the food is great, so I think we should go there." Your friend says, "I really don't like to try new things, plus I like what I like, and I just want to stick to regular sandwiches like turkey and steak sandwiches." You will most likely say, "I know what you mean, but here is the funny thing. They were voted as having the best sandwiches around, even better than that place you always go to. You have to at least give it a try."

At that point, you guys will go and try to the place out. You have to realize that handling objections is that simple and should be that simple. Do not make it difficult at all. All that you are doing is helping someone make a smart buying decision, and explaining why they should buy your service or product.

So, remember handling objections is vitally important, and you MUST be able to do it in order to be successful in sales.

To understand objections better, go to my Handling Sales Objections section.

More from The 32 Worst Things You Can Do in Sales

  1. Walking Away - 2/16/09
  2. Not Looking Customers in the Eye - 2/16/09
  3. Talking Too Much - 2/16/09
  4. Not Listening to Customers - 2/16/09
  5. Not Knowing Your Product - 2/16/09
  6. Not Being Organized - 2/16/09
  7. Getting Distracted - 2/16/09
  8. Selling Price Alone - 2/16/09
  9. Not Getting Proper Rest - 2/17/09
  10. Getting Flustered (Lack of Production) - 2/19/09
  11. Leaving Territory Too Quickly - 2/20/09
  12. Being Rude to Customers - 2/23/09
  13. Being Too Content - 2/24/09
  14. Maintaining Poor Hygiene - 2/26/09
  15. Pressuring Customers - 2/28/09
  16. Not Having Fun - 3/2/09
  17. Not Closing - 3/3/09
  18. Lacking a Powerful Introduction - 3/4/09
  19. Not Following Up With Customers - 3/6/09
  20. Not Having a Strong Mentality - 3/8/09
  21. Lacking Discipline - 3/10/09
  22. Not Handling Objections - 3/12/09
  23. Sounding Desperate - 3/14/09
  24. Having Poor Customer Service - 3/17/09
  25. Not Taking a Vacation - 3/21/09
  26. Misreading Customers - 3/27/09
  27. Lacking a Unique Sales Identity - 3/31/09
  28. Not Letting Yourself Be Known - 4/6/09
  29. Not Having Patience - 4/9/09
  30. Not Holding Yourself Accountable - 4/11/09
  31. Hitting on a Customer's Wife - 4/13/09
  32. Acting Like a Salesperson - 4/23/09
  33. Overview - 5/23/09

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