I’ve seen a series of posts offering tricks and techniques to eliminating objections. Every day, we see experts commenting on objections, “how to overcome them, how to handle them, how to eliminate them.” Objections are often positioned as a battle between sellers and the customer, with our objective to prevail, defeating the customers’ objections

These are examples of objections we often hear in the middle to the end of the sales cycle. One thing that hasn’t changed in the wake of COVID-19 is the necessity of sales professionals to respond effectively to buyer objections. Objections are explicit communications from a prospect that they are resisting or not planning to move forward with a purchase, which become a barrier to advancing and closing the sale.