CCA 9.1 Lesson 1: Attitude toward objections

Let’s assume that you are moving along in your presentation. You have determined the wants and needs of the customer. You have helped the customer select the best product and have spent time turning basic product features into customer benefits. You have carefully watched and listened to buying signals, and everything seems to be going your way. But now, the customer raises an objection. The customer seems to resist making a final decision to buy the product. It is at this time that many sales professionals fail, because they stop selling since the customer appears to be no longer interested in the product. The most important thing for a sales professional to have at this moment is the proper attitude. A sales professional must realize that objections are part of the sales process. Objections should be welcomed with open arms, as they can become a powerful sales aid instead of a major obstacle. A sales professional should think of objections as if the prospect is seeking answers to honest questions so that they can decide whether the product will really fill an individual need or want. An objection is a question for which additional information is needed. People bring up objections because they need to feel that they are getting the best deal for their money and that they are making the right decision. Always have a positive attitude towards objections and expect objections at any time during the sales presentation. Experienced and successful sales professionals also look at objections as closing opportunities. By giving objections, the customer is giving you a guidepost to their reactions and feelings. One successful investment sales professional with 20 years of experience puts it this way–“If my customer raises no objections, then my customer has no interest! I welcome any interaction from my customer.” Learn how to let objections work for you instead of against you and remember the key points in the next illustration.

The Proper Attitude with Objections

Be positive.

Expect objections to occur.

Use objections as selling aids.

Welcome objections with open arms.

Whatever the reason is that causes the customer to object, the sales professional must not show a feeling of being bothered or annoyed. Even though the objection may be small or unimportant to you, it is important to the customer. At no time in handling objections should you show disinterest or an unconcerned attitude. By having the proper attitude in handling sales objections, you will find more success and will develop more self-confidence.


Every time a buyer gives you an objection, he/she is expressing feelings of insecurity that are common to all of us. We all try to avoid things that bring fear, punishment, pain, loss, uncertainty, and disapproval. People never enjoy the feeling of making a wrong buying decision. It is the sales professional’s duty to help the prospect overcome these feelings. For a sales professional to help the prospect, the seller must first develop an understanding of why people object.

As mentioned earlier in this book, most people buy based on psychological reasons, and they also object to making a purchase for psychological reasons. In order to handle the objection, the sales professional must first learn the difference between an objection and an excuse.  The most common forms of sales resistance are either objections or excuses. Real objections are concerns or hesitations the customer feels when deciding whether to purchase a new product. Real objections will tell you what is keeping the customer from buying. Once you have found out the real objection, you are then able to zero in on the reason and effectively overcome the objection. Excuses are a bit different. Customers give excuses to delay making a purchase or to avoid becoming involved in any pressure that may occur during a sale. A customer’s excuses is seldom related to the merchandise being sold. They are generally insincere reasons. As you learn the difference between objections and excuses, you will become more successful in dealing with the feelings and the fears customers have in buying products.