Salespeople tend to assume that any question a customer asks has the potential to be an objection. But it may simply be a request for clarification or a concern. That being said, Bob Apollo believes that there are four significant categories of objections.

1. The customer doesn't need what you're trying to promote
2. They might need what you're trying to promote but there's no urgency to move quickly
3. They'd like to move forward but they can't afford the cost
4. They haven't built a relationship of trust with you and aren't sure they'll get the outcome they're looking for

Some level of questions and concerns are natural. If they don't challenge you, you have to wonder how seriously they're evaluating it. When objections do arise, how do you handle them? Bob shares his strategy in this episode of Sales Reinvented.

Outline of This Episode

• [0:46] The most common types of objections
• [2:36] The biggest mistakes people make with objection handling
• [3:36] Bob's strategy for responding to objections
• [5:15] The role of empathy in handling objections
• [7:06] How to handle objections with confidence
• [10:22] Bob's top 3 objection handling dos and don'ts
• [12:21] Turning a challenging objection into a successful sale

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