In sales, what is an objection?

An objection in sales refers to a concern or reason a customer presents for not proceeding with a purchase. This is an important aspect of the sales process, as objections serve as critical insights into the customer's thoughts and feelings about the product. Understanding these concerns allows a salesperson to address them effectively, providing the necessary information or reassurance to help the customer feel more comfortable and informed about their buying decision.

Objections can stem from a variety of factors such as price, need, trust, or product features, and they often reflect legitimate worries that need to be acknowledged and resolved. Addressing these objections can help build trust and rapport with the customer, ultimately leading to successful sales outcomes. Engaging with the customer's objections shows that a salesperson is listening and values the customer's perspective, which is crucial for establishing a positive customer relationship.