Closing the sale after answering a sales objection

Stage 5 of the Sales Objection Handling Process

Closing the sale after you have presented your answer to the prospect's sales objection is the final stage of the objection handling process. 

And the good new for you is, it's the easiest stage because of all the work and techniques you have applied to the earlier stages.

You've already gained agreement that you understood the objection, what was required to get past it, and that there are no other obstacles stopping the sale moving forward. You then presented your best solution, answer, or change to your proposal. 

All that remains is to gain agreement that the solution you presented answers the concerns the prospect raised. A 'Yes' to this question and you can move forward and towards closing the sale. 

This sales Objection Handling Process was developed while I trained and managed corporate sales teams in both face to face field sales roles and telesales roles. It's already proven to work and will work for you in your sales role. You can see an overview of the full process and the other stages at: Sales Objection Process

Now let's look at closing the sale after presenting your solution in Stage 4 of the process... 




Where in the Sales Process Stages do Objections Arise?

Sales objections can occur anywhere in the sales process on both telesales calls and in face to face meetings, from the Introduction Stage to Closing the Sale. 

The reason many sales people think sales objections only happen after the Presentation Stage and as you ask a closing question is because that's the only point where they actually ask for some agreement or commitment from the prospect.

If you whiz through the sale with a quick introduction, ask a few questions, then present your offer, it's only as you ask for an order that the prospect has anything to object to.

In the sales process I use to train the teams I've managed, I show show sales people how to start gaining agreement from the first stage, the Introduction, and at every stage on the path to closing the sale. All this gained agreement mounts up and means when it comes to closing all that is required is a simple, no pressure question. 

You can see the sales process I developed and recommend at The Sales Process 

Gaining agreement during the sales process means many objections that would normally stay hidden until the Closing Stage are discovered and can be dealt with early. This makes closing sales much easier, and a more pleasant experience for both the sales person and the prospect. 



Dealing With Objections and Closing the Sale

Wherever the sales objection occurs the objective is to gain agreement to the solution you have presented in Stage 4 of the Objection Handing Process and to moving forward to the next stage of the sales process. 

For example: an objection arises as you try to move from The Introduction Stage of the sale to the Questioning Stage where you ask for information to discover the buyer's needs, wants, and desires. You present the best answer to the objection, give a good reason why the prospect should answer your questions, include the benefit for them, and gain agreement to move forward to the Questioning Stage. 

Mindset for overcoming objections and closing the sale

The best mindset for sales people when dealing with sales objections is to reframe the objection as just an obstacle you have to get past to move forward along the path towards closing the sale.

Unless the objection arises at the Presentation Stage of the Sales Process you move forward by taking the next step in that process, not by moving directly to the Closing Stage. I see sales people answer objections at early stages, before they have enough information to give a good Sales Presentation, and then go straight into a sales pitch. All the steps in all the stages of the sales process are important, they make closing sales easier, don't skip over them.

Gain agreement to move forward

The final stage of the objection handling process is called: Gaining agreement to move forward. 

Your question should  gain agreement to what you have presented in stage 4: Presenting the solution

If the objection came up as you presented your sales offer or as you close the sale, then the agreement you are now seeking should confirm the sale. In stage 3 of the objection handling process: Gaining agreement to the summary you have gained agreement that there are no other obstacles, so a 'Yes' now is a yes to an order.

If the objection arose in an earlier stage, both your presentation of a solution and the agreement to it should be focused on why the prospect should move forward to the next stage of the sale with you.


Example of Overcoming an Objection and Closing the Sale

After you have introduced you and your company and stated why you are calling or meeting a prospect, you try to move to the next stage of the sales process, the Questioning Stage, to gather information that will help you create a customised Sales Presentation. 

The prospect is hesitant and raises an objection that they are not ready to move into the Questioning Stage. This is a common objection as the move from the Introduction Stage to the Questioning Stage can be a big step for some prospects. 

Using the Sales Objection Handling Process you:

  1. Question the objection to clearly define it.
  2. Summarise your understanding.
  3. Gain agreement to the summary.
  4. Present your best, relevant answer.
  5. Gain agreement to your answer and to moving forward to the Questioning Stage and towards closing the sale.

The solution you presented in stage 4 could have been an explanation of how allowing you to ask questions means you can present a proposal that meets the prospect's exact needs. You might include how you are not asking for a buying decision at this stage, merely giving them information so they can make an informed decision later. 

You could add that by answering a few questions and letting you present what you can offer they will know what is available, make sure they are not missing out, and be fully informed of the latest innovations in the products and services. 

A simple question to gain agreement to move forward at stage 5, for example: Is that okay, or does that answer your concerns, completes the sales objection process and should get you back on the path toward closing the sale. 


The Proven Sales Objection Handling Process 

The sales objection handling process has 5 stages. You can go to the other pages using the links below or see an overview of the process by visiting the main sales objection page at Sales Objections Process

Stage 1 - Question the Objection

Stages 2&3 - Summarise and Gain Agreement 

Stage 4 - Present the Solution

Stage 5 - Gain Agreement and Move Forward - This page

Use the process to overcome more sales objections and convert more prospects to paying customers. The process works well in all sectors, for sales of all types of products and services, and any order size. 






A Proven Sales Training Course

A proven sales training course

Overcoming sales objections is covered in the sales training course: Selling Success.

I've developed and refined this course while managing and training field sales and telesales teams throughout my 25 year career in sales. It's a step by step guide that shows you how to take prospects through the stages from the first introduction to closing the sale and how to overcome sales objections at every stage.

Follow the training, complete the included exercise program, and you will have everything you need to be successful in your sales role. 

Already proven by successful field sales and telesales professionals, learn more about this complete course by visiting: Selling Success


The Sales Buzz - Newsletter Ezine

The Sales Buzz free sales training newsletter

The weekly Sales Buzz eZine newsletter covers all aspects of sales with a different tip, technique, or discussion point each week. 

See the latest pages to be added or updates on the Proven Sales Training website, real examples from the world of sales, and interesting innovations that sales people and businesses are using. 

When you ask for the Sales Buzz to be delivered you get 2 free sales training mini-courses that are unique to this website, and we have a strict privacy policy so you know your details are kept safe. 

See the 2 free mini-courses and get the Sales Buzz delivered by visiting: The Sales Buzz