For those new to sales, buyer’s objections are pretty much exactly what they sound like: when your prospective buyer pumps the brakes on a sale.

This doesn’t have to be a death sentence for your sale. If you have done your job correctly leading up to the close, you can avoid many types of objections before they even happen. How do we accomplish this?

If you effectively communicate with your prospect from the very beginning stages of your sales call it is less likely that they will set up roadblocks for you. By communicate, we mean that you make sure your prospect is well informed and given all the appropriate resources to make a decision on whether to buy. Make sure that you are setting expectations for each step of the sales process: you want the prospect to know exactly when it’s time to make a decision. Don’t give them an opportunity to feel surprised or unprepared.

This also means that you must be well prepared going into your sales call. Make sure that you are properly informed of the nuances of your product or service. Try to imagine what questions your prospect may have for you, and possible solutions to put their mind at ease.

If you encounter objections after you have done all these things, it does not mean that you did anything wrong! Some objections are a good sign: they mean your prospect wants to buy, they just have specific concerns that you can address if you are well prepared.