When someone objects during a sales presentation you should be thankful. View objections as guidelines to what the prospect wants to know next. Objections tell you how the sale is going, what progress you are making and what is important to the customer.

If Objections lead you away from your programmed presentation, go with it, when you successfully satisfy all of the objections then close the sale. Don't be single minded, remember that the selling process is a two way street and let the customer talk.    

Recognise objections as a quest for more information and recognise them as true, valid objections rather than resistance.

A buyer objection may be, “I don't see why I should change from my present product to use yours instead, and there really isn't any difference!"  This objection just begs to be answered with proof and comparison statements that highlight the advantages and benefits of using your product or service.   

Buyer resistance is very different and is used when customers have a pre conceived idea or a personal agenda. When someone says I am satisfied with my present supplier, they are really resisting. A good reply can be "That's great, you know, 80% of my present customers said the same thing when I first met them, Let me show you why..... 

Action Plan.

Make a list of every sales objection you can think of and work out answers to them, rehearse them and learn to expect them during sales meetings. That way you won’t be taken by surprise.
Regards,  Reg Templer