SOH (Sales Objection Handling) - Sales Glossary - Upnify
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SOH (Sales Objection Handling)

In the United States, 'Sales Objection Handling' refers to the practice of addressing and overcoming objections or concerns that prospective customers may have during the sales process. These objections can be related to price, product or service quality, competition, delivery time, product features, among other aspects. The goal of objection handling is to turn the customer's doubts or concerns into an opportunity to effectively close the sale.

The objection handling process typically involves the following steps:

  1. Active Listening: The salesperson should actively listen to the prospective customer to fully understand their objections and concerns. It's important to allow the customer to express themselves and explain their viewpoints.
  2. Validate the Objection: The salesperson can validate the objection by acknowledging the customer's concern and demonstrating empathy. This helps establish a trustful relationship.
  3. Provide Effective Responses: The salesperson should provide clear and persuasive responses to the customer's objections. This may involve highlighting the advantages and benefits of the product or service, offering solutions to potential problems, or providing evidence and testimonials that support the offer.
  4. Handle Objections with Questions: Asking open-ended questions to delve deeper into the objection and gain a better understanding of the customer's needs and preferences.
  5. Confidently Close: Once the objection has been effectively addressed, the salesperson should guide the customer toward closing the sale, focusing on how the offer can meet their needs and provide value.
  6. Follow the Sales Process: Continue with the sales process and address any additional objections that may arise.

Objection handling is a crucial skill in sales in the United States and many other places. It helps build strong customer relationships, overcome common obstacles in the sales process, and increase conversion rates. Successful salespeople are able to quickly identify objections and address them professionally and persuasively to achieve successful sales closures.

The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.