4 Steps to Overcoming Sales Objections

The word “no” can be a tough pill to swallow.

In selling, when you’re trying to meet a quota, squeeze in an extra deal before the end of the quarter, or get your bonus, the word “no” is too often interpreted as a sign to run for the hills when, in fact, it should be the exact opposite.

A sales objection is an explicit expression by a buyer that a barrier exists between the current situation and what needs to be satisfied before buying from you. Beyond that, it’s an indication that the buyer is engaged, which sure beats apathy.

However, you still have work to do.

When a buyer indicates that he is not ready to buy, don’t get discouraged. Use the following 4 steps to overcome sales objections and move closer to the sale.

  1. Listen Fully to the Objection

Your first reaction when you hear an objection may be to jump right in and respond immediately. Resist this temptation. When you react too quickly, you risk making assumptions about the objection. Take the time to listen to the objection fully.

Do not react defensively. Train yourself to ignore any negative emotions you may be feeling, and stay focused on what the buyer is saying and the business problem you are helping to solve. Listen with the intent of fully understanding the buyer’s concerns without bias or anticipation, and allow your body language and verbal confirmations to communicate to the buyer that you are listening intently.

  1. Understand the Objection Completely

Many objections hide underlying issues that the buyer can’t or isn’t ready to articulate. Often the true issue isn’t what the buyer first tells you. It’s your job to get to the heart of the objection, and then fully understand it and its true source.

To do this, you must ask permission from the buyer to understand and explore the issue. Once explored, restate the concern as you understand it. Sometimes when you restate the objection, the buyer sees the issue more fully, and you get closer to the true source of the objection as a result. Even after the buyer confirms you understand perfectly, ask “What else?” and “Why” questions for clarification. Often it is the answer to that last “What else?” that contains the biggest barrier to moving the sale forward.

  1. Respond Properly

After you’re confident you’ve uncovered all objections, address the most important objection first. Once you work through the greatest barrier to moving forward, other concerns may no longer matter or feel as important to the buyer.

You should do your best to resolve their issue right away. The more you can resolve issues in real time, the greater chance you have of moving the sale forward. If you need more information to resolve a specific concern, you may have to look something up. Don’t wing it—buyers can sense that and it creates distrust. Long-winded responses can seem insincere, so keep your responses clear and to the point.

  1. Confirm You’ve Satisfied the Objection

Once you’ve responded to the buyer’s objections, check if you’ve satisfied all of their concerns. Just because they nodded during your response doesn’t mean they agreed with everything you said. Ask if the buyer is happy with your solution and explain your solution further if necessary. Some objections require a process to overcome, not just a quick answer.

If the client isn’t ready, don’t try to force a commitment. Be sure not to accept a lukewarm “yes” for an answer though, either. Many buyers will accept a solution in the moment, but once you’re out of sight or off the phone, the objection still remains.

When faced with sales objections, don’t lose sight of your goal. Use the steps above to Listen, Understand, Respond and Confirm, and you will strengthen your relationships with buyers, overcome obstacles in the buying process, and move closer to the sale.


Written by Mike Schultz
President, RAIN Group

Handling Price Objections



Handling Price Objections

By:Dave Anderson

How do you handle price objections? If you’re bereft of ideas in this arena, your only tool to handle price objections will be to lower the price. When you make your living on commission, dropping the price is an expensive way to overcome objections. Yet, salespeople choose this strategy time after time, almost reflexively. However, there is a more effective and profitable alternative: justifying the price.  

1. Justification Rule #1: The more you differentiate your product, your service and yourself from competition, the less price sensitive prospects become—and the easier it is to justify your price. 

2. Justification Rule #2: The less you differentiate your product, your service and yourself from competition, the more price sensitive prospects become—and the tougher it is to justify your price. 

The above rules are simple but profound when guiding you to more profitable sales. Thus, you’ve got to honestly assess what you do throughout the sales process to convincingly differentiate yourself, your product and your company and, thus, justify the price you ask. Here are a few thought starters to help refine your thinking:


A. How does your product knowledge, professional appearance or proficiency at the sales process differentiate you from others in your field? Do you ask the right questions? Do you really listen to the answers? When you present the product, do you focus on what the customer is truly interested in, or do you dump too much information on them and hope they sort it out? If you do a better job of getting the prospect to buy into your character and competence, you’ll have an easier time getting them to buy into what you’re selling and its price. You must find ways to differentiate yourself from every other stereotypical salesperson in the marketplace. 

B. What real advantages does your product have over the competition and do you know enough about it to communicate it effectively? Your product’s advantages are worthless if you don’t know them or do know them but can’t communicate them effectively. The key to selling against the competition is to investigate and determine what the prospect’s hot buttons are: performance, appearance, economy, etc., and then comparing your product to the competitive product in those specific areas of the highest customer interest. Comparing everything your product offers to everything theirs offers is exhausting, confusing and largely irrelevant to the prospect. Few products can withstand the scrutiny of a line-by-line comparison. Determine the prime buying motives, and compare against those lines. This raises your product’s value and, as a consequence justifies the price.

Sales professionals justify the price throughout the sales process, not just when it comes time to play show and tell with the selling figures. They manage the customer’s perception by raising the value of their product through personal, professional skill and selective and effective presentation. You can always lower your price as a last resort to save the sale and make the deal, but doing so shouldn’t be your first impulse once a customer balks. It should be after everything else has failed. After all, any amateur can make a product cheaper. It takes a professional to build enough value to make the price make sense.

Top Ten Quotes for Sales People

My Personal Top Ten Quotes for Sales People

Written by Scott Larrabee on 06/04/2017


Every sales person needs some motivation to stay hungry from time to time, and what better way to get inspired than reading through an awesome list of some of the most inspirational quotes ever spoken. From many different walks of life, the greatest of all time have given us wisdom and inspiration to help guide us in our own lives and sales careers.

This is my personal top ten most inspirational quotes I put together for sales people to get their mindset right, and to find some motivation to give their best every day. I hope reading through these quotes will inspire great thoughts and motivate you to do great things with your life, and your sales career.

Here are my personal top ten most inspirational quotes for salespeople, in no particular order…

One of the very first motivational speakers and sales trainers I listened to and learned from was the great Zig Ziglar. One day I decided to buy some sales training CD’s to listen to while I commuted to work. I had a solid one hour drive to and from work each day, 5-6 days a week.

So, I started my days with a cup of coffee and hour of Zig preaching to me through the speakers in my car. He was a great salesman, and he was a great man.

Ziglar has some of my all-time favorite quotes, but this one is perfect to kick us off…


“Failure is an event, not a person.”

– Zig Ziglar


How about this reminder from Jim Rohn to be more than we currently are…

“Don’t wish it were easier, wish you were better.”

– Jim Rohn


It’s absolutely true in sales, and in life that the person who is willing to persist towards their goal even after multiple failures, is the person who becomes successful. No-one knows this better than someone who’s found success in the car business. 


“Success is the ability to go from failure to failure without losing enthusiasm.”

– Winston Churchill


This can be something that really takes your career to the next level when you get it. Make sure you put your focus where you want it, so you accomplish the things you want. Also, make sure you are focusing on the big things you want and going for them, don’t get caught up in all the tiny details!


“Most people fail in life because they major in minor things.”

– Tony Robbins


In the car business, you want to create your own brand, get attention and get out of obscurity. With everyone selling a good product, you need to find a way to make yourself, or your dealership stand out above all the noise. Don’t follow the path of least resistance, go for big things even when others tell you it’s not possible!


“Those who follow the crowd usually get lost in it.”

– Pastor Rick Warren


Les Brown is one of the best motivational speakers of the last 30 years, and he has many quotes that inspire you, and motive you to want to take action. This one here for me gets right to the point, and sometimes all you need is a reminder!


“Life has no limitations except the ones you make.”

– Les Brown


I mean, c’mon it wouldn’t be a great list without a quote from master motivator himself Rocky Balboa. I love this one, many people have used it it many motivational videos etc. This is all the motivation you need for a sales meeting, all in 28 words!


“It ain’t how hard you hit… It’s how hard you can get hit and keep moving forward. It’s about how much you can take and keep moving forward.”

– Rocky Balboa


Not only was Lincoln brilliantly book smart, but he also had an unmatched level of simple common sense. This seems like good advice and common sense to me, and it serves as a reminder that sometimes in life and car sales, you just have to hold on for a new season.


“When you reach the end of your rope, tie and knot and hang on.”

– Abraham Lincoln


Michael Jordan expected great things from himself his entire life, and he became the greatest basketball player of all time in his career. He is a successful businessman, motivator, and no-one is harder on themselves than Michael Jordan. He has many great quotes, but this one reminds me that I have to be my biggest fan, and if I don’t believe in myself, I will never reach my full potential in life or sales.


“You must expect great things of yourself before you can do them.”

– Michael Jordan


If you’re in the car business you’ve heard of Grant Cardone, either that or you’ve been living under a rock. Cardone is a man who walks his talk, and this one reminds me to do the same every single day out on the lot!


“Let the rest do whatever while you do whatever it takes!”

– Grant Cardone


There you go, my top ten most inspirational quotes for car sales people. I refer back to this list whenever I am looking for some motivation, or a jump start to my day. We all need to plug into a source of motivation each and every day in order to succeed at high levels in such a highly competitive world like the Car Business.


About Scott Larrabee 
Sales at Darling’s Auto Group

To sell more cars -just ask your way to the sale!

– Joe Verde (Sales and Management Training)

I worked double shifts my first 5 years but still didn’t sell many cars. About the only questions I ever asked were those prequalifying questions I was told to ask (that you should never ask) like; how much down, what payments did you want, do you have a trade, what do you owe, how’s your credit? As I started learning more about selling, I understood that questions are the answer to selling more. In fact, Socrates, way back in 400 BC said, “If you want people to say the right thing-just ask them the right question.” Wow, was he right, and the more I learned about asking questions in sales, the more I was reminded that you have two ears and one mouth and should use them accordingly. (Listen twice as much as you talk.) Then when you do talk, you should be asking questions more than 50% of the time to verify the value and get minor buying commitments.

The ‘Yes’ question is one of the most important questions you can ask.

You use it to confirm the benefits of owning the product, to get minor commitments about features and benefits they like. When you learn how to use this one type of question, you can close more sales than you ever imagined.

Note: There is one secret to using this question effectively … You have to know the answer before you ask the question. They won’t say ‘Yes’ if the real answer is ‘No’. If you don’t already know they’ll say ‘Yes/Sure/ Absolutely’, etc., -instead of getting the ‘Yes’ you’re hoping for -you’ll very likely get a ‘No’ which stops the sale dead in its tracks.

Take a simple question like, “Betty, isn’t that a beautiful shade of red?” Your goal is to hear, “Yes/Absolutely/! love it,” but if you haven’t already found out that she likes red, don’t ask that question because she may hate it.

To make sure they’ll respond with a positive answer, you have to learn all you can about them first. That’s why you spend so much time in the Wander Around investigating (ask either I or questions) so that you can learn all you can about the prospect, their wants, driving needs, hot buttons, color choices, how they’ll use the vehicle, and why they’re buying it.

Close the sale by asking one ‘Yes’ question at a time. Statistics prove that the more times a customer gives you a positive (yes) response about your product or service, the closer they move to making the decision to purchase.

45+45= 75

When you find their hot buttons and then ask enough of the right questions about those ‘targeted’ features and benefits to get 45 ‘Yes’ responses in 45 minutes, you’ll have a 75% closing ratio, instead of the 8-12% most talkers in sales have now. Moving the sale along is easier when you get your customers agreeing with you about the benefits to them of owning the product. In fact, once their ‘yeses’ start flowing, you’re actually closing the sale one question at a time throughout your entire demo and presentation. 

To get a ‘Yes’ response, assuming you already know the answer, just add a question like, ‘This drives great, doesn’t it?’ If you just say, ‘This drives great’ -it’s just a statement, and more important, it’s you saying it, not them. But when you add ‘doesn’t it’ and they say ‘yes’, now they’re saying it drives great. 


Can’t you? wouldn’t it? couldn’t it? doesn’t it? won’t it? doesn’t he? won’t she? isn’t it? wouldn’t they? don’t they? aren’t you? How do you use them? You can put these two-word questions at the beginning, at the end, or in the middle of the sentence.

• At the beginning: “Won’t this be great on those long drives?” 

• Or in the middle: “Since you commute to work, won’t this be great on those long drives?”  

• At the end: “This will be great on those long drives, won’t it?”                                                                                                                                                                                                                                                                       (Or when they say: “This drives great,” just add, doesn’t it?)

If you already know a prospect’s hot button is comfort and you see he’s enjoying the leather seat, just ask: “Aren’t those leather seats comfortable?” “Yes, they sure are.” Or if they want a fun car … “Won’t it be fun driving this up the coast with the top down?” “Yeah, it will.” 

Investigating and focusing on selling the ‘targeted’ features and benefits they care most about means you’re selling the car, not the price, and in the negotiation, you’ll be able to close on the value to them of owning it, not on the payment. I will guarantee you two things …                                                                       1) Using these questions will help you double sales                                                                                                 2) getting good requires practice.

Quick story: I understood, but hadn’t practiced enough, and was trying to ask these questions. The customer I was talking to was very nice, but stopped me and said, “What are you trying to do?” I told her I was trying to learn to ask better questions, and she said, “You need lots of practice.” She was nice and still bought the car, but after that, I practiced on other salespeople, employees, friends, and in the mirror – not on my customers. It worked for me and I sold more cars in 7 months than my first 5 years combined, and you can, too.


Activity Based Selling

It’s the most powerful, promising and successful way to sell. It puts you in the driver’s seat, gives you visibility into your pipeline, builds your confidence and even makes selling more fun.

For any salesperson, adopting an activity-based approach is a game changer. 

You may go into this field convinced that you don’t belong. “I’m not really a salesperson,” you tell yourself. And at first, you may struggle.

With activity-based selling. you can change your mindset and revamp your process. 

What is Activity-Based Selling?

Let’s start with the basics.

In its most elementary form, selling boils down to this: A gives B something of value in exchange for money.

Of course, there are all sorts of processes that introduce more color and complexity — wholesale operations, car sales, office sales, etc. But it still ultimately comes down to this exchange. Without the exchange of money, it would be just a charitable deed.

But here’s a crucial question: When you hear the word “selling,” what do you think of? The exchange of that money? Or the process you go through to ultimately make a sale happen?

‘Selling’ refers to two things

“Selling” refers to both: the actions you take throughout the process and the closing of a deal.

The vast majority of salespeople focus on results rather than their actions. The inclination makes sense. We all need to make money. As salespeople, the pressure to get deals through the pipeline to a close is powerful.

So most people are engaged in results-based selling. Their mindset and focus revolve around making a sale happen.

You need to do the opposite.

Design your strategy around process

In activity-based selling, you keep your focus on your actions. You operate on the knowledge that you’ll get better results by completing key steps with a prospect, and repeating these same steps with all your other prospects, straying only where necessary to customize for the customer. And — this is perhaps the toughest part — you must not worry about results while you’re taking these actions.

Notice I did not say you forget about results. But the centerpiece of activity-based selling lies in resisting the temptation to make them your focus.

Think of it as a marathon. At the start of the race, you know your goal: the time to make it to the finish line. But in an activity-based approach, once you start running you don’t focus on the finish. Instead, you concentrate on what you’re doing. How quickly you’re running. How you’re breathing. How often you swig water.

Your goal is in the back of your mind, and it stays there. The metrics you care about are the ones you’re in control of right then — your process.

This is the core mental shift you need to make. Now let’s dig into why.

Why activity-based selling is the answer

As salespeople, we’re in one of the more stressful fields of work. In fact, it can be one of the more depression-prone professions.

The constant uncertainty, frequent rejection and worries over quotas can eat away at you — not to mention the need for commissions so you can pay your bills.

Activity-based selling helps turn all this around. It allows you to build a better life while simultaneously boosting your closure rate.

You’re in control

In many fields of work, you can know that if you apply yourself and do your absolute best, you will often get the result you want. Not every time, of course — a surgeon won’t always perform a successful operation, a teacher won’t be able to get through to every student. But much of the time you will succeed.

Not so in sales. Even if you do everything right, most of the time you could fail. A 49% closure rate is virtually unheard of, and even an imaginary person succeeding in sales that often would still be failing most of the time.

The reason is that the result you’re looking for is entirely out of your control. You simply cannot control whether someone will decide to buy every time.

So your work life becomes a roller coaster. You’re on the ride and have no idea what’s coming with each turn. This lack of control leaves many salespeople exasperated and unfocused.

Most people respond to this by constantly changing how they work. If they hear about someone else making a successful sale in some way, they try that. If they get lucky and have success with one deal, they try repeating that process with other customers, even though it never works again. They find themselves directionless and scattered.

In activity-based selling, you take a stand. You say that for a set period, perhaps a month, you’re going to follow a system you’ve established and focus on your own actions. Then you’ll assess it to see how well things are working and how they can be tweaked.

When you do this, you suddenly find yourself in the driver’s seat. You control your actions. You control your schedule.

And here’s the great news: When people focus on what they can control, they’re more productive. They do more of the things that ultimately lead to the sale.

Think again of the marathon analogy: If you’re fixating on the finish line while you’re running, you may start to run faster, fail to pace yourself and burn out. You might fail to drink enough water or avoid leg cramps. Runners who focus on every step of the way — what they can control at that moment — run better throughout the race.

This is true in any field. All the great achievers focus on what they can control. They remain systematic about it.

Replace anxiety with confidence

Results-based selling could just as easily be called “anxiety-based selling.” You have a goal, such as a quota, but you simply don’t know how you’re going to achieve it. You lack a solid plan. So of course you’re feeling anxious.

When prospects meet you, or even talk with you on the phone, they can instantly sense your anxiety. You come across as desperate for their money. So they trust you less, and are less likely to buy from you. The anxiety of your results-based approach turns customers off.

To turn this around, you need CONFIDENCE.

And confidence starts with a sense of achievement — when it’s the result of being in control — that is possible to repeat consistently.

Activity-based selling is the quickest way for you to feel less anxious and more confident. You take genuine pride in achieving the marks you set out for yourself — how many calls you make on a certain day, how many meetings you hold, how many prospects you move from one stage to the next within your pipeline.

This confidence fuels you. It keeps you consistently doing the things that work for you. And it puts customers at ease. They respond positively to your confidence.

The improvement is so powerful that it’s almost unfair to your competition!

Maximize your Key Performance Indicators

Activity-based selling helps you make the best use of your time. And it makes you work smarter.

When you follow this approach, you’re forced to determine how you work best. You can take lessons and gather ideas from other successful salespeople, but in the end you’re going to build the process that’s optimal for your skill set.

As you adopt and refine your activity-based sales approach, you’ll develop the skills to get more deals into the pipeline. Your confidence will help you increase the value of your deals. You’ll close more. And your process will become so organized and fluid that you’re able to keep deals moving through at a faster pace. I’ve seen dramatic transformations from individual salespeople and entire teams when they’ve adopted an activity-based approach.

So now you know why it’s so critical to make this change. Here, now, is how to go about it.

How to build your activity-based plan

In changing how you operate, it’s critical to keep this in mind: Be proactive, not reactive. Don’t design your process around answering calls and emails — design it around simple, concrete steps you can take even when nothing is coming your way. When something does need your urgent attention, you’ll have an action plan for how to handle it.

Sales managers may often joke:

“My guys are really good at waiting for a phone call or an up. They aggressively wait for the phone to ring or someone to drive on the lot”

A successful activity-based plan is built on the knowledge that there are steps you can and should take every day. It’s not dependent on forces beyond your control.

Here are the eight steps to creating your plan:

Step 1: Understand your goal

This might seem counterintuitive. Isn’t the whole point not to fixate on the goal? Yes. But as I said earlier, you still need to know what your goal is from the start.

For some people, the goal might be a dollar figure — or it might be selling a certain amount of the product.

To set your goal, keep the marathon analogy in mind. You have to aim for what you can realistically achieve. Setting a goal of completing a marathon in an hour is useless because you’ll never achieve it. Have a realistic, achievable goal that will still take hard work and dedication.

Step 2: Know your ‘why’

Determine the personal meaning behind your goal. Why is achieving this important to you?

Certainly, there’s the need to make money and pay the bills. But there’s often something deeper at work as well. It could be as human and simple as: “I just want to be really good at what I do,” or “I want to experience the version of me that’s a stronger seller.”

If the money is the ultimate key for you, think about the reason behind that. Perhaps there’s a loan you need to pay back, something you want to provide for your family, or a lifestyle you want to achieve. This is your “why.” Be sure you know it.

Along the way, you will run into unforeseen obstacles. Salespeople who make it through these tough times are the ones who have an enormously good “why” behind their actions.

Step 3: Map your successes

Take a good, hard look at the times you have been successful. What steps did you take? What exactly did you do to move the prospect forward through the pipeline?

Look for commonalities in your actions when you were successful. List them. When salespeople do this, they often find themselves saying: “Wow, that’s my process.”

Of course, there will be plenty of times you took these same actions and did not make the sale. Determine at what stage in your pipeline you lost the opportunity.

Step 4: Tap action resources

It also may be helpful to research some of the most successful sales techniques.

Research can offer excellent ideas and insights. But don’t assume that other people’s techniques will work for you. Give serious consideration to whether they’re your style or not. And don’t give up the actions that are already working for you. Experiment with some new ideas to see whether they augment your process.

Step 5: Calculate your action metrics

Use the figures you have in front of you. You know what your goal is. You know your numbers (If you don’t, calculate them first.)

In general:

  • How many prospects do you need to close and number of deals you want in the allotted time?
  • How many write opportunities does that mean you need to have?
  • How many follow-up calls and appointments?
  • How many prospects do you need to have at every stage of your pipeline?

Come up with these figures. Take the time to get them right. In the end, you’ll have your initial action metrics — a set of achievable goals.

Step 6: Set weekly and daily action metrics

Now translate those metrics into daily and weekly ones. What do you need to get done each week to keep up your necessary pace? What does that boil down to per day?

This is a crucial time to make sure your goal is realistic. While it’s good to be ambitious, it’s also essential to make sure you can carry the load each day. Don’t overwhelm yourself. If you do, you’ll get off track early on, start flailing just trying to catch up, and soon find yourself stuck back in a results-based, anxiety-driven work life.

With this in mind, write down your metrics somewhere prominent, right in front of you in your workspace. These immediate goals are the ones you’ll be focusing on each day. And as you achieve them, you’ll have that all-important sense of accomplishment.

Of course, there will always be some adjustments. If you get less done one morning, you’ll do more in the afternoon. If you get less done on a Monday and Tuesday, you’ll do more to catch up Wednesday through Friday. These metrics will help keep you on track as you negotiate the demands of your week.

You’ll also find that it benefits you to be structured about the parts of your day. Some people prefer meetings in the morning and solo work on proposals in the afternoon. Others reverse that. After I adopted an activity-based sales approach, I discovered that I did best with phone calls between 4 p.m. and 6 p.m.

When you start observing and concentrating on your own actions, you’ll discover the rhythm that works best for you.

Step 7: Take stock

At the end of each week, look back at those metrics. Treat yourself, even in some small way, to celebrate the metrics you achieved. And be honest with yourself about those you missed, so that you can rebound.

After this analysis, you may find you need to change your daily goals or do a better job of keeping to them. Or you might discover that you’re easily meeting certain metrics and can increase your daily goals without overworking.

Step 8: Evolve

The pace at which this new approach starts working is different for every person. It depends on your style, your ambition, your potential, and other factors, including those beyond your control.

But after a while — I can’t tell you how long that while will be — you should start to recognize that things are moving along better than before. More prospects are entering the pipeline. More deals are progressing. More sales are happening. You’ll also likely have a gut feeling that this new structure is working better for you.

Then, you’ll start to ask more of yourself. You’ll ask yourself to increase how many deals enter your pipeline. You’ll calculate and recalibrate your action metrics to make it happen. And it will. This is true not just in sales, but in everything. You evolve and improve through commitment to your goals.

By being aware of your actions and having a plan, you’ll equip yourself to thrive as a salesperson. When you master activity-based sales, you’ll put yourself on the best possible track to success.