Overcoming Sales Objections


From retail employees on the sales floor to sales executives, people at every level of the business need to learn how to overcome sales objections.

Anybody in a sales or influencing role looking to overcome resistance and client concerns to proposals and presentations.


By the end of this programme, the participants will be able to:

  • Understand the factors that contribute to customer objections. (Skepticism, Misunderstanding, and Stalling)
  • Using Objections as Opportunities
  • Identify the real objections
  • Asking the appropriate questions
  • Find points of interest and point of agreement
  • Having your client answer their own objection
  • Learn how to deflate objections
  • The critical dos and don’ts
  • Understand how to explain the key benefits to overcome or minimise the customer's concern.
  • Sealing the deal


Everyone who works in sales will run into sales objections. With the right training, it is possible to turn objections into opportunities. Investing in sales objection training will help improve sales and the company’s bottom line.

Overcoming Sales Objections is an essential part of the sales process, as it will open up a whole new set of opportunities. It will produce new sales and provide an on-going relationship with new clients. Objections will always occur no matter the item being sold or presented.

  • Three Main Factors
  • Skepticism
  • Misunderstanding
  • Stalling
  • Seeing Objections As Opportunities
  • Translating The Objection To A Question
  • Translating The Objection To A Reason To Buy
  • Getting To The Bottom
  • Asking Appropriate Questions
  • Common Objections
  • Basic Strategies
  • Finding A Point Of Agreement
  • Outlining Features And Benefits
  • Identifying Your Unique Selling Position
  • Agreeing With The Objection To Make The Sale
  • Have The Client Answer Their Own Objection
  • Understand The Problem
  • Render It Unobjectionable
  • Deflating Objections
  • Bring Up Common Objections First
  • The Inner Workings Of Objections
  • Unvoiced Objections
  • How To Dig Up The “Real Reason”
  • Bringing Their Objections To Light
  • The Five Steps
  • Expect Them
  • Welcome Them
  • Affirm Them
  • Complete Answers
  • Compensating Benefits
  • Sealing The Deal
  • Understanding When It’s Time To Close
  • Powerful Closing Techniques
  • The Power Of Reassurance
  • Things To Remember


  • Group Discussions
  • Group & Individual Exercises
  • Presentations
  • Role Plays
  • Self-Assessments


Find A Course


"The empathy and know your customer behind the design of the training is great!"

HR Manager, Strategic Thinking & Planning Course


"I am amazed by the quality of course"

Mr Michael, Supervisory Essentials Course


"Thank you for arranging for me to have this one-on-one class.  I think it was really the best option.  I was very happy with the day."

Ms Helen Redekopp, King Faisal Specialist Hospital & Research Centre - Business Succession Planning Course


Special Offers

SPECIAL OFFER: Book today for Customer Care for Customers With Special Needs Programme and save 30% for in-house programme.

click here

SPECIAL OFFERBook two places and get the third booking on the same course free of charge.

Whoops, looks like something went wrong.

1/1 ErrorException in Filesystem.php line 81: file_put_contents(): Only 0 of 416 bytes written, possibly out of free disk space

  1. in Filesystem.php line 81
  2. at HandleExceptions->handleError('2', 'file_put_contents(): Only 0 of 416 bytes written, possibly out of free disk space', '/home/smarttra/public_html/vendor/laravel/framework/src/Illuminate/Filesystem/Filesystem.php', '81', array('path' => '/home/smarttra/public_html/storage/framework/sessions/850ed65f96dcd640f94078265397f56191b5096d', 'contents' => 'a:5:{s:6:"_token";s:40:"7kmZETsJVKtkUkIM8x5rFfjSQJoGFiK0ZidHTAlj";s:8:"laracart";a:2:{s:8:"instance";s:4:"cart";s:9:"instances";a:2:{i:0;s:7:"default";i:1;s:4:"cart";}}s:9:"_previous";a:1:{s:3:"url";s:77:"https://smart-trainingdxb.com/sales-and-marketing/overcoming-sales-objections";}s:9:"_sf2_meta";a:3:{s:1:"u";i:1664555506;s:1:"c";i:1664555506;s:1:"l";s:1:"0";}s:5:"flash";a:2:{s:3:"old";a:0:{}s:3:"new";a:0:{}}}', 'lock' => true))
  3. at file_put_contents('/home/smarttra/public_html/storage/framework/sessions/850ed65f96dcd640f94078265397f56191b5096d', 'a:5:{s:6:"_token";s:40:"7kmZETsJVKtkUkIM8x5rFfjSQJoGFiK0ZidHTAlj";s:8:"laracart";a:2:{s:8:"instance";s:4:"cart";s:9:"instances";a:2:{i:0;s:7:"default";i:1;s:4:"cart";}}s:9:"_previous";a:1:{s:3:"url";s:77:"https://smart-trainingdxb.com/sales-and-marketing/overcoming-sales-objections";}s:9:"_sf2_meta";a:3:{s:1:"u";i:1664555506;s:1:"c";i:1664555506;s:1:"l";s:1:"0";}s:5:"flash";a:2:{s:3:"old";a:0:{}s:3:"new";a:0:{}}}', '2') in Filesystem.php line 81
  4. at Filesystem->put('/home/smarttra/public_html/storage/framework/sessions/850ed65f96dcd640f94078265397f56191b5096d', 'a:5:{s:6:"_token";s:40:"7kmZETsJVKtkUkIM8x5rFfjSQJoGFiK0ZidHTAlj";s:8:"laracart";a:2:{s:8:"instance";s:4:"cart";s:9:"instances";a:2:{i:0;s:7:"default";i:1;s:4:"cart";}}s:9:"_previous";a:1:{s:3:"url";s:77:"https://smart-trainingdxb.com/sales-and-marketing/overcoming-sales-objections";}s:9:"_sf2_meta";a:3:{s:1:"u";i:1664555506;s:1:"c";i:1664555506;s:1:"l";s:1:"0";}s:5:"flash";a:2:{s:3:"old";a:0:{}s:3:"new";a:0:{}}}', true) in FileSessionHandler.php line 71
  5. at FileSessionHandler->write('850ed65f96dcd640f94078265397f56191b5096d', 'a:5:{s:6:"_token";s:40:"7kmZETsJVKtkUkIM8x5rFfjSQJoGFiK0ZidHTAlj";s:8:"laracart";a:2:{s:8:"instance";s:4:"cart";s:9:"instances";a:2:{i:0;s:7:"default";i:1;s:4:"cart";}}s:9:"_previous";a:1:{s:3:"url";s:77:"https://smart-trainingdxb.com/sales-and-marketing/overcoming-sales-objections";}s:9:"_sf2_meta";a:3:{s:1:"u";i:1664555506;s:1:"c";i:1664555506;s:1:"l";s:1:"0";}s:5:"flash";a:2:{s:3:"old";a:0:{}s:3:"new";a:0:{}}}') in Store.php line 262
  6. at Store->save() in StartSession.php line 88
  7. at StartSession->terminate(object(Request), object(Response)) in Kernel.php line 155
  8. at Kernel->terminate(object(Request), object(Response)) in index.php line 58
  9. at require_once('/home/smarttra/public_html/public/index.php') in index.php line 20