Successful objection handling includes equal doses of technique, instinct, and courage.

First, you must proactively surface objections on every customer interaction. That’s the technique part.

Plus, it would be best if you honed your instinct of recognizing the optimal time to address the issues. Sometimes, prospects hint at issues that represent objections, so don’t brush them under the rug; take them head-on.

And yes, it’s appreciated that for many, asking direct questions that yield potential conflict and problems is hard…and feels counterintuitive. But you know your offering isn’t perfect, and your prospects will, over time, develop objections as they get to know you better. Those are merely the laws of nature at work. Don’t ignore reality; summon the courage to shine a light on issues you know are seedlings of objections.

Start with the technique you can control: surface objections proactively…on EVERY sales meeting.