Learn to listen. The only way you can overcome a prospect’s objections is to listen carefully so you really understand the prospect’s concerns. Don’t try to anticipate an objection until you actually hear it.
Discover the real problem. You might hear a number of objections, but your prospect might be reluctant to bring up the real problem, such as a clash he’s having with his boss. If you’ve answered a series of objections and still haven’t made the sale, it’s time to ask the prospect if there’s a problem that’s keeping him from giving you an order.
Verify the problem. If a prospect says your price is too high, ask him if he will give you an order at a lower price. If his answer is “yes”, you’re on your way to closing the sale. Any other response means that price is not the real problem and you’ll have to probe further.
Always ask questions. Don’t try to overcome an objection unless you’re certain you understand it. If, for example, you’re selling office equipment, a cost objection could mean your selling price, or the cost of set-up, or the cost of user training. You’ll never know unless you ask.
Double-check your answers. To be sure you’ve answered an objection, ask the prospect, “Does that solve the problem ?”
Focus on benefits. For example, if a prospect objects to the cost of your product, point out the high value of the product in relation to its cost.