Sales Advice Blog – Why objections are a good thing!

Sales Advice Blog – Why objections are a good thing!

In the world of sales the word No can often be a demoralising and hard word to swallow. It can cause nightmares at every level, from front line tele-sales to key account mangers but should sales people really be scared to hear the word “No”? At Professional Academy we don’t think so - in fact we believe the opposite. No is good, no is positive, and no is the opportunity all sales people should look to that will allow them to flex their “negotiation muscles”. No is potentially the best word you can hear on the phone secondary to yes.

The “No” response doesn’t have to be a definitive “No thank you” as it can be a “but” or something similar but what we are addressing here is the objection and how this can open a whole new level in a potential sale.

So what are the positives of what initially seems so negative?

Identify the problemIdentify and address the potential issues

This is probably the best thing about an objection - finding out what the issue could be. Is it price? Could it be service or delivery? Is it a logistical problem or just a general concern? Once you are both aware of the potential problem it can be addressed instead of lingering in the background causing an issue further down the line in negotiations, or worse, post-sale.


Explore the optionsExplore the issues and find potential solutions

After the issue has been found the next logical step is to explore the problem, investigate and put all of the information out on the table to discuss it freely and openly. Honesty is always a good thing. With honesty in mind it is worth remembering that there is no shame in saying “sorry I don’t know the answer to that right now but can we come back to that point later?” instead of agreeing to something you may find out at a later stage, was wrong.

Show your strengths

Show off your strengths

Flex your subtle bragging muscles by addressing the issues whilst at the same time highlighting the areas where your product or service is strongest. The fact you are addressing the objection in the first place is a strength and shows your ability to work with the client in overcoming issues not only now but post-sale within the post-sale relationship.



Fix the problemFix the potential issue….together

Hopefully by this stage there should be a few options on the table for the client to discuss with you. After further investigation into the options you should be able to reach a mutual conclusion allaying the customer’s fears and allowing the negotiation process to continue.



Respond to body language and toneRespond to those all-important signals

The entire objection experience should give you a good gauge of the overall sales negotiation so far. If the body language or tone of the conversation has changed during the exchange this may allow you to be more bold and push on to close the sale - alternatively it could highlight the need to err on the side of caution, implement a softer approach or maybe the need to reschedule for a time when you can have a follow up meeting to present the solutions to potential issues after investigation.

In summary you can do a lot with a no, and it doesn’t have to be the end of the conversation - in fact the ensuing back and forth could tell you more about your customer and allow for not only a better sales negotiation but a stronger relationship post sale.


For those interested in more detailed information on handling objections and closing sales, this subject is a key component of the ISMM Level 3 qualification in Sales & Marketing delivered by Professional Academy.

Feel free to contact our advisors about this qualification today or download a copy of the Professional Academy Sales Prospectus which includes breakdowns of all available ISMM qualifications