November 20, 2023 12:04 pm

Vendorful Team

In the world of sales, objection handling is a critical skill that every salesperson must master. It refers to the process of addressing the concerns, doubts, or hesitations that a potential customer may have about a product or service. This article will delve into the depths of objection handling, exploring its various facets, techniques, and strategies in great detail.

Objection handling is not just about overcoming objections, but about understanding the customer’s needs, building trust, and guiding the conversation towards a mutually beneficial outcome. It’s about turning negatives into positives, and obstacles into opportunities. So, let’s embark on this journey to understand the art and science of objection handling in sales.

Understanding Objections

The first step in objection handling is understanding what an objection is. In simple terms, an objection is a reason given by a potential customer for not making a purchase. It could be related to the product, the price, the timing, or any other aspect of the sales process. Understanding objections is crucial because it helps you identify the root cause of the customer’s hesitation and address it effectively.

Objections can be explicit or implicit. Explicit objections are clearly stated by the customer, while implicit objections are hidden or implied. Both types of objections require different handling strategies, which we will explore in the following sections.

Explicit Objections

Explicit objections are straightforward and easy to identify. The customer clearly states their concern or issue. For example, they might say, “The product is too expensive,” or “I don’t need this right now.” Handling explicit objections involves directly addressing the concern and providing a solution or alternative that satisfies the customer.

It’s important to note that explicit objections are not necessarily a sign of disinterest. On the contrary, they often indicate that the customer is engaged and considering the purchase. Therefore, handling explicit objections effectively can significantly increase the chances of closing the sale.

Implicit Objections

Implicit objections are more subtle and can be harder to identify. They are often expressed indirectly, through statements like, “I’ll think about it,” or “I’ll get back to you.” These objections can be challenging to handle because they require you to read between the lines and understand the underlying concern.

Handling implicit objections involves probing deeper and asking open-ended questions to uncover the real issue. Once the underlying concern is identified, it can be addressed in the same way as an explicit objection.

Objection Handling Techniques

There are several techniques for handling objections in sales. These techniques are not one-size-fits-all solutions, but rather tools that can be adapted and used in different situations. The key is to listen to the customer, understand their needs and concerns, and respond in a way that builds trust and moves the conversation forward.

Let’s explore some of the most effective objection handling techniques in detail.

The Feel, Felt, Found Technique

The Feel, Felt, Found technique is a popular method for handling objections. It involves empathizing with the customer (I understand how you feel), relating to their concern (Others have felt the same way), and providing a solution (But they found that…). This technique is effective because it validates the customer’s feelings and provides social proof, which can help alleviate their concerns.

For example, if a customer objects to the price, you could say, “I understand how you feel. Many of our customers felt the same way initially. But they found that the value and benefits they received from our product far outweighed the cost.”

The Boomerang Technique

The Boomerang technique involves turning the objection back to the customer in the form of a question. This encourages the customer to think about their objection from a different perspective and often leads them to answer their own objection. The key to this technique is to ask the question in a non-confrontational way and to listen carefully to the customer’s response.

For example, if a customer says, “I don’t need this product,” you could respond with, “Can you help me understand why you feel that way?” This invites the customer to elaborate on their objection, giving you more information to work with.

Common Sales Objections and How to Handle Them

While every sales situation is unique, there are some objections that come up frequently. Knowing how to handle these common objections can significantly improve your success rate in closing sales. In this section, we will discuss some of these common objections and provide strategies for handling them.

Remember, the key to effective objection handling is not to argue or confront, but to listen, understand, and respond in a way that addresses the customer’s concerns and moves the conversation forward.

Price Objections

Price is one of the most common objections in sales. When a customer says, “It’s too expensive,” it’s important to understand what they really mean. Are they saying that they can’t afford it, or that they don’t see the value in it? Depending on their response, you can handle the objection by offering flexible payment options, demonstrating the value of the product, or showing how it can save them money in the long run.

Remember, price is often a reflection of perceived value. If the customer perceives the value of your product to be greater than the cost, they are more likely to make the purchase.

Need Objections

Another common objection is, “I don’t need this product.” This objection often arises when the customer doesn’t understand the benefits of the product or how it can solve a problem they have. To handle this objection, you need to clearly demonstrate the value of the product and how it meets the customer’s needs.

One effective way to do this is by telling stories or case studies of how your product has helped other customers. This not only illustrates the benefits of the product, but also provides social proof, which can be very persuasive.


Objection handling is a critical skill in sales that requires empathy, understanding, and strategic thinking. By mastering the techniques and strategies discussed in this article, you can turn objections into opportunities and significantly increase your success rate in closing sales.

Remember, every objection is a chance to learn more about the customer and their needs. So, embrace objections, handle them with grace, and use them as stepping stones to success.

About the Author

The Vendorful team is a group of passionate and experienced professionals who are dedicated to helping organizations of all sizes win more RFPs. We have a deep understanding of the RFP process and the challenges that organizations face when responding to RFPs. We also have a proven track record of success, having helped our clients win hundreds of RFPs.

The Vendorful team is made up of people from all walks of life, but we all share a common goal: to help our clients succeed. We are a diverse team, but we are united by our commitment to excellence. We are always looking for new ways to improve our services and to help our clients win more RFPs.

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