From the Masters of Success Videos Sales Training Program No 1
featuring J Douglas Edwards
In the world of sales, objections are often seen as hurdles that need to be
overcome. However, if you learn to listen carefully, objections can actually be
signposts guiding you towards a successful sale. They indicate what the
customer wants to buy and understanding this can transform objections from
obstacles into opportunities.
Objections of good not bad … J Douglas Edwards
Listening to Objections
Objections are not threats; they are expressions of concern.
When a customer raises an objection, it means they have a genuine interest in
the product but need more information or reassurance. Too many salespeople
view objections as challenges to their authority and feel the need to prove
themselves right. This approach is counterproductive.
Instead, salespeople should understand that objections are clues to what the
customer truly wants.
Selling the Benefits, Not the Product
Customers don’t want to buy a product; they want to buy what the product will
do for them. This is a fundamental principle in sales. For example, when
someone buys a home, they are not buying the nails, concrete, or paint
formulas used to build it. They are buying the kitchen, the big cupboards, andthe comfort the home provides. Similarly, a professional salesperson should
focus on selling the benefits and results of the product, not the product itself.
Conditions vs. Objections
It’s important to differentiate between conditions and objections.
Conditions are reasons for not buying that cannot be overcome, such as lack
of money or credit. These are genuine barriers to a sale.
On the other hand, objections arise from a lack of understanding and can be
addressed with sufficient information. A skilled salesperson can handle
objections by providing the necessary information and reassurance.
Handling Objections
When faced with an objection, follow these steps:

Confirm it: Ensure the customer agrees that the objection has been
resolved. This prevents the same objection from arising again.
Objections are opportunities, not obstacles.
Turning Objections into Opportunities
By listening to objections and understanding what the customer truly wants,
salespeople can tailor their approach to meet those needs. This not only helps
in overcoming objections but also builds trust and rapport with the customer.
Objections, when handled correctly, can become stepping stones to a
successful sale.
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Hear them out: Listen to the customer without interrupting. Let them
express their concerns fully.

Question it: Ask clarifying questions to understand the root of the
objection. This helps in identifying the real issue. Make notes.

Answer it: Provide information that addresses the objection. Lead the
customer to answer the objection themselves.Conclusion
Objections are not obstacles; they are opportunities to understand the
customer’s needs better. By listening, questioning, answering, and confirming,
salespeople can turn objections into valuable insights that lead to successful
sales. Embrace objections as opportunities, and you’ll find yourself closing
more deals and building stronger relationships with your customers.
I hope you find this blog post helpful! … Good Selling.