How to overcome objections in sales

How to overcome objections in sales

Are you frustrated when you can’t handle your client’s objections effectively? Objections are an inevitable part of the sales process. Whether it’s concerns about price, product fit, or timing, objections can hinge even the most promising sales conversations. However, when handled effectively, these objections can serve as opportunities to build trust and move the sale forward. This is where the 5th pillar of the Tanis sales training program, “Overcoming sales objections,” plays a critical role.

Tanis is more than just a sales training program—it’s a transformative learning experience designed to empower your sales team with the skills, insights and techniques needed to excel in today’s competitive market. By integrating neuroscience principles, Tanis enables salespeople with a deeper understanding of human behavior, allowing them to address objections with empathy and strategic precision.

Why overcoming sales objections is key

Sales objections are often misunderstood as roadblocks. In reality, they are expressions of a customer’s concerns or unmet needs. When salespeople identify and understand the underlying reasons for these objections, they can address them in a way that reassures the customer and reinforces the value of the product or service.

Did you know? 91% of customers are more likely to buy from empathetic sales professionals, according to recent surveys.

The ability to handle objections effectively is not just a nice-to-have skill; it’s essential for closing deals. Salespeople who can confidently navigate objections are more likely to build stronger relationships, maintain control of the conversation, and ultimately, close more sales.

The Tanis approach to overcoming sales objections

The Tanis sales training program doesn’t just teach techniques for handling objections—it goes one step back, delving into the psychology behind objections, helping salespeople understand the customer’s mindset and behavior. Here’s how Tanis equips sales professionals to excel in this area:

1. Understanding the psychology of objections

Tanis integrates neuroscience into its training to help salespeople grasp the mental and emotional factors driving customer objections. By understanding the fears, doubts, and motivations behind objections, salespeople can tailor their responses to address these specific concerns, making their approach more personalized and effective.

2. Developing emotional intelligence

One of the core elements of the Tanis program is the enhancement of emotional intelligence (EQ). Salespeople with high EQ are better equipped to handle objections because they can read the emotional state of their customers and respond in a way that is empathetic and supportive. This not only helps in overcoming the immediate objection but also in building sustainable customer relationships. EQ also helps you use your intuition more effectively during any sales interaction and conversation. 

63% of purchasing decisions are driven by emotional factors rather than logic

3. Strategic communication techniques

Tanis provides sales teams with advanced communication strategies that are grounded in behavioral science. These techniques and storytelling skills enable salespeople to frame their responses in a way that aligns with the customer’s values and beliefs. By asking the right questions and providing thoughtful responses, salespeople can guide the conversation toward a positive outcome, even when faced with tough objections. Learn how the PPI Adaptive sales process tool can help you.

4. Becoming a trusted advisor using influence

The power of positive influence is key when it comes to creating more meaningful relationships. To ensure that sales teams are not just theoretically prepared but practically equipped, Tanis incorporates techniques and real-world scenarios into its training. Salespeople practice handling a variety of objections, allowing them to identify their own influence style, and refine their skills before applying techniques in the field. This hands-on experience is crucial for building confidence and competence and dealing with resistance more effectively.

5. Measuring sales skills effectiveness

Apart from the number of closed deals, salespeople can measure their skill performance too. It is truly important to be able to measure the ROI of the skillset you’ve acquired, through specialized tools. For example, what is your influence style (self-assessment tool), how intuitive is your selling, and many more. At Humanis, we have the tools to help you measure your skills in real-life scenarios. 

By focusing on the human aspects of sales, including how to effectively overcome objections, Tanis transforms salespeople into trusted advisors who can build lasting customer relationships.

Objections are no longer something to be feared or be frustrated by. They are opportunities to demonstrate value, build trust, and close the sale. With Tanis, your sales teams will have the knowledge, skills, and confidence to turn objections into stepping stones toward success.

Ready to take your sales game to the next level? Learn how Tanis, The art and neuroscience of intuitive selling, can transform you into a sales leader.