What’s the best way to address customer objections?

In our previous blog post, we discussed “How to Convince a Customer?”. Today, we’re tackling an even more challenging aspect of sales.

Every salesperson knows that a customer rarely makes a purchase decision on the spot. Throughout the conversation, numerous objections will inevitably arise.

That’s why today, we’re focusing on “What’s the best way to address customer objections?” and how to proactively respond to the customer’s internal monologue.

To succeed in sales communication and guide the conversation toward a positive outcome, it’s crucial to anticipate the objections and concerns a customer may have—and be prepared to address them effectively.

Most objections can be classified into a few categories, depending on their focus:

• QUALITY of the product, as seen from the customer’s perspective.
• PRICE and other factors that raise concerns.
• Attention directed toward the COMPETITION.
• Objections related to the FEATURES of the product.
• Opinions on INDUSTRY TRENDS.
• Concerns about the REPUTATION of the company.

When faced with an objection, we have two main approaches at our disposal:

1. Increase the SERIOUSNESS of the problem — Emphasize the consequences or risks the customer faces if the issue remains unresolved.
2. Increase the VALUE of the solution — Highlight how your product or service effectively addresses their concerns and provides greater value than alternatives.

Questions to Help Us Understand Customer Objections:

• “Can you clarify what you mean by that?”
• “You mentioned the price is too high. Compared to what, exactly? What price range were you expecting?”
• “What would make you feel satisfied (with this solution)?”
• “I understand your concern. Would you like to hear how we helped a client in a similar situation?”

We should view objections as SIGNALS from our customers – indicating the direction in which our sales conversation should evolve.

Our homework is as follows:

• Define RESPONSES to the main objections we can expect.
• Identify what could CONVINCE our customer/client so that the objection doesn’t become a barrier to closing the sale.
• Consider what could SUPPORT us in a specific situation—whether it’s testimonials from satisfied clients, guarantees, the additional value the customer receives, or perhaps something else.

And let’s take action!

Research shows that effectively handling objections not only leads to closing the SALE but also fosters strong PARTNERSHIP RELATIONSHIPS with our clients/customers.

A great motivation to do our homework, right?