We all know that we should always present to the decision maker but what happens if we have to sell to someone who will not be making the final decision? How do we close on them?

Objections seem to get in the way of the sale but objections are not bad things. The target of the sales person during the sale is to find out what the customer cares about. When the customer objects he is saying "This is what I care about" so he is, in fact, helping the sales person.

All objections can be easily handled and there are just four stages in doing that. You need to listen and then clarify the Objection, solve the customers problem and  get him to agree with your solution. Easy! (actually it is easy if you follow the rules).

All Objections fit into one of three categories. Opposition (where the customer has a concrete reason for not buying) Indifferent (where the customer has no need for what you are selling) and Sceptical (where the customer doesn't believe you).

Once you have identified the type of objection you are dealing with it is a relatively easy task to help the customer understand that you have just the solution for him.

Handling difficult objections is often a task that sales people dread. The principles we have already covered will solve most of your customer's problems but there a few other approaches you may try when faced with what seems to be insurmountable problems.

Are you a Sales Rep, Sales Executive or Marketing Consultant? Perhaps you are a Marketer or New Business Development Officer? These are all noble titles but they have one thing in common. They describe what you do for your company, not what you can do for your customer.

For the last four weeks we have been exploring the important area of Objection Handling. I am sure you have been putting your new found skills to the test but now is the time to make them all work for you fluently. Make a list of all the Objections you are ever likely to get in your industry. It won't be a long list maybe 15 or so. Now go through your notes and decide how each of these Objections should be handled and practice them. Role play them with a colleague until you get them word perfect.