Overcoming Objections and Closing Sale Techniques

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People are known to be hesitant when purchasing a product or service until they are convinced that they need the product and have been assured of affordable prices. The closing of sales is the final effort that determines whether the sales will be successful, (Ziglar, 2004).

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Techniques for avoiding an objection include:

a) Feeding back the objection for confirmation. The salesperson can restate the objection back to the buyer. This happens in a case where the salesperson might have misunderstood the objection. Example: Mr. John, you dont have the time?

b) Qualify the objection given as the only true one. The salesperson prompts the customer to either answer yes or no. This is when the salesperson needs to bring out the real objection.

Example: Is that your only reason for not wanting a reservation?

c) Explore the objection and gently question it. The salesperson can create a question that should be phrased in a manner that incorporates the solution. This is when there is the need to smoke out the objection as false and also build rapport, (Campbell, 2006). For instance, Do I understand you to mean that if offered luxury services, you would come to a decision?

d) Answer the objection. A salesperson can admit the shortcomings of the product, and then later state a stronger advantage of the product. The salesperson can do this when he/she needs to convince the customer fully. For example, Yes, our product is only available at specific shops in the country, but it is one of its kinds in the region."

e) Test that the salesperson has dealt adequately with the satisfaction of the objection. The salesperson should ensure the answer has been comprehended and not left hanging when the salesperson has already responded to the objection.

a) Now or Never. In this technique, the salesperson includes a special benefit while making an offer. This is when the salesperson needs to prompt an immediate purchase, (Keillor, 1999).

For example: Today we are offering a 15% discount on this suite.

b) The summary close. This technique involves summarizing the points agreed-upon into an impressive package. The salesperson aims at getting the prospect to sign.

Example: So we have a packaged tour to the game reserve with team building activities. When would you be available for the tour?

c) Question closes. In this technique, the salesperson develops a desire in the customer aiming to eliminate objections. This is when there is a need to allow the rep address objections while gaining commitment, (Bradford, 1999). A perfect example of such a query is "Do you think that what we are offering can help solve your problem?"

d) Do not respond to questions with a yes or no. The salespersons respond to queries of their prospects using questions of their own. This is when the salesperson needs the conversation to lead to a quick sale.

Example: Would you like in any colors except blue?

e) Suggest specific term. The salesperson suggests a certain purchase scenario and asks the prospect if he/she would purchase the product as per its terms. This is when the salesperson wants to avoid asking the prospect if he/she will buy the product directly. For example, We can set a reservation date for you on the date you suggested. Do you want us to do that?


Campbell, K. S., & Davis, L. (2006).The social/linguistic basis of managing rapport when overcoming buying objections. Journal of Business Communication, 43(1), 43-66.

Weitz, B. A., & Bradford, K. D. (1999).Personal selling and sales management: Marketing perspective. Journal of the academy of marketing science, 27(2), 241-254

Keillor, B. D., Parker, R. S., &Pettijohn, C. E. (1999). Salesforce performance satisfaction and aspects of relational selling: Implications for sales managers. Journal of Marketing Theory and Practice, 7(1), 101-115.

Ziglar, Z. (2004). Secrets of closing the sale.Revell.

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