Learn how to effectively turn objections into sales opportunities with proven strategies and techniques. Discover the importance of active listening, reframing objections, utilizing stories or examples, and maintaining composure. Implement the LAER: The Bonding Process® method for structured objection handling. Increase your chances of closing more sales by addressing objections effectively and providing tailored solutions.


Objections are a common occurrence in the sales process. When a prospect raises an objection, it can feel like a roadblock to closing the deal. However, skilled sales professionals know that objections can actually be turned into sales opportunities. By effectively addressing objections, salespeople can build trust, overcome barriers, and ultimately increase their chances of closing a sale successfully.

In this article, we will explore proven strategies and techniques for objection handling. We will delve into the importance of active listening, being knowledgeable about the product or service, reframing objections, utilizing stories or examples, staying calm and composed, and employing structured objection handling frameworks such as the LAER: The Bonding Process® method. By implementing these strategies, sales professionals can effectively tackle objections and turn them into sales opportunities.

Understanding the Prospect’s Perspective

The first step in handling objections is to understand the prospect’s perspective. Active listening is key to this process. By attentively listening to customer concerns and objections, salespeople gain valuable insights into the root causes of these objections. Responding with empathy and understanding helps build rapport and trust with the prospect, encouraging further engagement.

Being knowledgeable about the product or service is equally important. Salespeople should be able to provide accurate and detailed information to address specific concerns. Providing relevant facts, features, benefits, and testimonials can help overcome any doubts or objections raised by the customer.

Reframing Objections

One effective approach to objection handling is reframing objections. Instead of directly opposing the objection, sales professionals can reframe it as a question or concern that can be answered effectively. This reframing technique provides a different perspective and addresses the underlying issue. By reframing objections, salespeople further educate the customer and build confidence in their product or service.

Moreover, utilizing stories or examples can be a powerful tool in objection handling. Salespeople can share success stories or case studies that demonstrate how their product or service has helped other customers overcome similar objections. This storytelling approach resonates with the customer and provides reassurance that their objections can be overcome.

Maintaining Calm and Composure

Remaining calm and composed is crucial when handling objections. It is important for sales professionals to avoid becoming defensive or argumentative, as this can escalate the situation and damage the relationship with the prospect. Instead, responding with a positive attitude, confidence, and a willingness to find a solution that meets the customer’s needs is essential. By maintaining a professional demeanor, salespeople can build trust and credibility with the prospect.

The LAER: The Bonding Process® Method

The LAER: The Bonding Process® method is a structured approach to objection handling that can be highly effective in sales. LAER stands for Listen, Acknowledge, Explore, and Respond.

When confronted with an objection, salespeople should actively listen to the prospect’s concerns and objections. By fully understanding the objection, salespeople can acknowledge the prospect’s concern and validate their perspective. This step helps in building rapport and showing empathy towards the prospect.

Next, salespeople should explore the underlying reasons for the objection. By asking thoughtful questions and delving deeper into the objection, salespeople can gain a better understanding of the prospect’s motivations, concerns, and needs. This exploration phase helps identify the root cause of the objection and enables salespeople to respond more effectively.

Finally, salespeople should respond to the objection with a recommendation, solution, or next steps designed to address the concern and ultimately close the sale. The response should align with the prospect’s needs and be tailored to overcome any specific objections raised.


Objection handling is a critical skill for sales professionals. By implementing strategies such as active listening, reframing objections, utilizing stories or examples, and maintaining composure, salespeople can effectively address objections and turn them into sales opportunities. The LAER: The Bonding Process® method provides a structured approach to objection handling that can guide sales professionals to successfully navigate objections and close more sales.

Remember, objections should be seen as invitations for further discussion and opportunities to add value to the prospect. By understanding the prospect’s perspective, addressing objections effectively, and providing tailored solutions, sales professionals can build trust, overcome barriers, and increase their chances of converting objections into sales opportunities.

So, the next time you encounter an objection, view it as an opportunity to showcase your expertise and provide solutions tailored to the prospect’s needs. By approaching objections with the right mindset and employing effective objection handling techniques, you can turn objections into sales opportunities and close more deals successfully.


[^1]: HubSpot. (n.d.). Objection Handling: 44 Common Sales Objections & How to Respond. Retrieved from https://blog.hubspot.com/sales/handling-common-sales-objections

[^2]: ActiveCampaign. (n.d.). 33 Common Sales Objections (and How to Handle Them). Retrieved from https://www.activecampaign.com/blog/common-sales-objections

[^3]: Salesforce. (n.d.). 7 Winning Steps for Effective Objection Handling. Retrieved from https://www.salesforce.com/blog/6-techniques-for-effective-objection-handling-blog

[^4]: Close. (n.d.). Objection Handling 101: Your Guide to Overcoming 40+ Sales Objections. Retrieved from https://blog.close.com/sales-objections

[^5]: Gong. (n.d.). Objection Handling Techniques. Retrieved from https://www.gong.io/resources/labs/objection-handling-techniques

[^6]: Indeed. (n.d.). How to Overcome Sales Objections. Retrieved from https://www.indeed.com/career-advice/career-development/overcoming-objections

[^7]: Close. (n.d.). 18 Proven Strategies to Overcome Price Objections (from the Experts). Retrieved from https://blog.close.com/what-is-usually-hidden-behind-the-price-objection-in-sales

[^8]: LeadSquared. (n.d.). A Guide To Overcoming 21 Most Common Sales Objections. Retrieved from https://www.leadsquared.com/learn/sales/handling-overcoming-sales-objections

[^9]: Toolyt. (n.d.). 6 Proven Ways To Turn Your Sales Objections Into Opportunities. Retrieved from https://www.toolyt.com/blog/6-proven-ways-to-turn-your-sales-objections-into-opportunities

[^10]: Selling Power. (n.d.). How to Turn Sales Objections Into Opportunities. Retrieved from https://www.sellingpower.com/blog/how-to-turn-sales-objections-into-opportunities

[^11]: The Sales Connection. (n.d.). Tackling Sales Objections: Transforming Challenges into Opportunities in the Sales Process. Retrieved from https://thesalesconnection.com/blog/how-to-handle-objection-in-sales-calls

[^12]: Clari. (n.d.). Objection Handling in Sales: The Tools and Techniques That Move Deals Forward. Retrieved from https://www.clari.com/blog/objection-handling-in-sales-the-tools-and-techniques-that-move-deals-forward

[^13]: Forbes Business Council. (n.d.). How to Resolve Sales Objections in Three Simple Steps. Retrieved from https://www.forbes.com/sites/forbesbusinesscouncil/2021/10/15/how-to-resolve-sales-objections-in-three-simple-steps

[^14]: HubSpot. (n.d.). A Proven 4-Step Process for Handling Sales Objections. Retrieved from https://blog.hubspot.com/sales/three-step-objection-handling-process

[^15]: Forbes Business Council. (n.d.). The Four Types Of Sales Objections And How To Overcome Them. Retrieved from https://www.forbes.com/sites/forbesbusinesscouncil/2021/12/22/the-four-types-of-sales-objections-and-how-to-overcome-them

[^16]: Indeed. (n.d.). Objection Handling. Retrieved from https://www.indeed.com/career-advice/career-development/objection-handling

Leave a Reply

Your email address will not be published. Required fields are marked *