Handling Sales Objections - the presentation stage

Stage 4 of the Sales Objection Handling Process

Stage 4 of the process for handling sales objections. This is where you present your best solution, proposal, or information to overcome the sales objection raised by the buyer. 

The Sales Objection handling Process

You've defined the sales objection by asking questions in stage 1 of the sales objection process.

You summarised your understanding and gained agreement that there are no other objections in stages 2 & 3.

Now, in stage 4 - Presenting the Solution, you show the prospect how you can meet their requirements, offer a solution to the problem raised, or adapt your original proposal to find a way forward and close the sale.

To do this use the 3 step sales objection presentation process below...


Handling Sales Objections - 3 Steps to Presenting the Answer

The 3 step process for presenting solutions and overcoming sales objections

Now you're ready to present your answer, the solution to the concerns raised, and this 3 step process has already proved successful with the sales teams I've trained and managed: 

Step 1. Recap the positive needs that they agreed are required to get past the objection.

Step 2. Present the benefits you can offer to meet their needs and overcome the sales objection.

Step 3. Present the features that will deliver the required  benefits.

A simple 3 step process that presents your response when handling sales objections.



Step1. Recap the Needs to Get Past the Objection

If you can answer the sales objection and give the prospect what they want, or remove what they don't want from your proposal, then do it. Present the answer to the objection now at stage 4 of the objection handling process, which comes straight after you have summarised and gained agreement that you fully understand the objection and there are no other concerns stopping the sale. 

It's not always that simple!

Often you have to find a way of providing the buyer with what they want while staying within the boundaries of your product's features and pricing and sales guidelines, A sales technique that can work really well when handling sales objections is to reframe negative objections in the prospect's mind as positive needs. 

For example: A negative sales objection about price can sometimes be reframed as a positive need for added value or for the product to generate savings or cost cutting and pay for itself.

Your first action is to recap what the buyer wants or needs in response to their sales objection. Wherever possible your recap should present any negatives, e.g. The price is too high, as positives such as: A need for the product to save money or generate revenue to give greater value.

Next, present the benefits that will address the needs...


Step 2. Present the Benefits

Now present the benefits your products or services provide that will meet the needs you have just described in the recap in step 1. 

When handling sales objections and presenting your response, it's important to only present the benefits that address the concerns raised in the objection. Don't be tempted to start reselling or presenting other benefits to convince the buyer how great your offer is. Focus on the objection, you have already gained agreement earlier in the objection handling process that the objection you are dealing with is all that's preventing the sale closing. 

Choose the best benefits that match the needs raised in the objection. To do this it's important that you can quickly match needs to benefits and then link to the features that will deliver those needs.

If you find this difficult or you would like to become more efficient and be able to instantly link together Needs - Benefits - Features, we have a free mini-course that will be great for you. It's a unique course and part of my sales training content that I developed with working sales teams. You won't see this technique anywhere else. Take a look at: Need to Close Chains   

Present the benefits you can offer as the solution to the objection, explain clearly how the benefit will give the buyer what they have said they want. Remember, you will not always be able to meet their needs directly when handling sales objections. Think about the price objection above and be creative, look for indirect benefits that address the objection in different ways. 

After each benefit add the feature that will supply it...

Step 3. The Features to Provide the Benefits

Benefits, results, what your sales offers do for the buyer, are all important to your prospects. The benefits can address needs and provide solutions, supply what the buyer wants, or fulfil a prospect's desires. Presented well benefits are extremely powerful when handling sales objections. They can persuade prospects to spend more than they budgeted, influence buyer decisions, and motivate people to act.

But, for prospects to believe what benefits can give them, you must support them by explaining how you will deliver them. 

Benefits are delivered by the features of your products, services, and business. The benefits of an SEO service or digital marketing campaign increasing sales for a company's website will be delivered by the features of their service, their actions that will generate an increase in targeted traffic to the website. By explaining those actions, the features, you show how the benefits will be achieved and make the promised outcomes believable. 

In step 3 you link a feature to each of the benefits you presented in step 2. 

It really is important that you can quickly link the buyer's needs, wants, and desires to the benefits and features that will address them.


Practice the 3 Step Presentation Process

Practice this 3 step process to give you maximum results when handling sales objections. 

  1. Think of a common objection you get from prospects.
  2. Turn it into positive needs.
  3. Select which benefits will address the needs.
  4. Link a feature to each benefit to show how it will be delivered.

Practice, practice, practice, you will be rewarded well for your investment in your sales skills...  


The 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 - This page 

Stage 5 - Gain Agreement and Move Forward




A Proven Sales Training Course - Selling Success 

A proven sales training course

How to overcome sales objections is also included in the sales training course, Selling Success. 

The course was developed while I trained corporate sales teams and the techniques were refined and honed in real sales situations, so the course is proven to work in many different industries and for every product or service I have come across in my 25 year career as a sales trainer and manager. 

Learn more about the course and what it will do for you by visiting Selling Success.

Selling Success is a step by step guide to building your customised script for sales meetings or telesales calls, it shows you how to take prospects through the stages from the first introduction to closing the sale and how to deal with sales objections. .