Objection Handling and Closing Sales

sheffield city region sales training fully funded by skillsbank

Objection Handling and Closing Sales Training.

This course is an online course delivered live.

It is designed to create moments of education, intervention and better sales outcomes.

With 6 x 1 hour live sessions that raise awareness and the required skills to better handle sales objections and close sales opportunities.

  • Each hour is structured as a 15 mins explanation/review, 30 mins of role
    plays and 15 mins of learning/next steps.
  • Each session focuses on an objection type and builds an “answer bank”
    that will be used and built upon by the learner.
  • Each session focuses on a closing technique and it’s appropriateness to
    the sales scenario.

The course outcomes will help the learner understand the objection types, have the skills to reframe the objection and use effective closing techniques to create better sales outcomes.

Register Your Interest 

Four Types of Objections

Objections can be generally classified into four types:

🟦 Trust/Relationship

The customer might be concerned with the credibility of you or your company. This indicates that a good relationship has not yet been established between the seller and the Prospect. This often comes up if you’re moving too quickly and not considerate to the buyers buying journey.

🟩 Risk

Price, cost, budget, or return on investment concerns all fall into this type of objection. Financial objections are often really all about taking a risk. If the seller has justified the cost by building value and any perceived risk mitigated, then the Prospect will be less concerned.

🟨 Quality of Service

If the customer is concerned about the quality of your products or services. It could be that they express doubts about product quality, speed or responsiveness of service, or the capability of your staff. These are examples of “quality of service concerns”.

🟪 Stalling

Prospects sometimes look to “stall” their decision. The closer the sale is to closing and the more pressure the customer feels under to make the commitment. If you have not created a sense of urgency or an emotional need, they might look to stall.

sheffield city region sales training fully funded by skillsbank
sheffield city region sales training fully funded by skillsbank

Handling Objections

If you have anticipated and prepared for the four types of objections, you won’t panic when an objection comes up.

Remember that the customer is behaving quite normally for anyone about to take a risk and make a purchase. The customer is uncertain about making a change and needs reassurance.

The best course of action is to direct their focus back to the larger context in which the purchase is being made.

Recapping the clear and logical reasons to buy will help stabilise the customer’s emotions.

Your response to an objection should be an attempt to reframe the objection so that the customer understands the bigger picture.

Bring up benefits to your clients that outweigh any deficits or provide countering evidence or missing information.

Reframing Sales Objections


Reframing has four parts:


1. Question to understand the customer’s reasoning and determine his emotional state: “Why do you feel the price is too high?”

2. Minimise by reframing the objection using closed questions to get him back on track: “So you are saying you’re concerned about ROI. Are you looking at the impact on your overall costs?”

3. Compare risks and benefits previously agreed to or provide evidence or missing information using a FAB statement: “We’re offering a custom solution that will help you better meet your customer’s needs and eliminate downtime, which will have a tremendous positive impact on your bottom line.”

4. Question his acceptance using closed questions: “Do you feel that this custom solution will help your relationship with your customers? Will that be of value to your company?”

sheffield city region sales training fully funded by skillsbank
sheffield city region sales training fully funded by skillsbank

Four Sales Closing Techniques

The close you choose should be based on what you know about the prospect and the type of close you believe they will be most open to. It’s important to choose your words wisely. Using the right persuasive language in your closing technique can have a big impact on the outcome of a deal.

Here are 4 highly effective sales closing techniques that we will focus on in this course:

1. The assumptive close:
This technique involves using a phrase or language that assumes the close is a done deal. For example, you could close with, “What day do you want to receive your shipment?”

2. The option close:
Similar to the assumptive close, rather than asking for a prospect’s business directly, you ask them which option they prefer. For example, you could close with, “Do you want your shipment delivered on Wednesday or Friday?”

3. The suggestion close:
If you have good rapport with the prospect and they view you as a trusted expert, a suggestion close is a good approach. You could close with, “Based on what you have told me about your operations, I would suggest you receive orders on Fridays. Does this work for you?”

4. The urgency close:
Creating a sense of urgency places pressure on the prospect to make a decision, especially if you have identified that the client needs to make a decision quickly and is working on a short timeline. Think of the “limited time offer” as an example. However, unlike other closing techniques, this should only be used occasionally and by experienced sales reps who have a strong relationship with a client.

Your Expert Trainers Are Here!

Rob & Steve are both experts in their own fields both bringing their own experience and knowledge to the table.

sheffield city region sales training fully funded by skillsbank

Rob Taylor

Rob is an award-winning marketing professional with 13 years of professional marketing experience. He has seen the rise of digital marketing and adapted businesses to embrace the format rather than fear it.

The opportunity to lead your market with a modern approach is right now and Rob will help you see how you can apply effective marketing to your business in a jargon-free way, which is guaranteed to make sense to even the most novice of marketers!

sheffield city region sales training fully funded by skillsbank

Steve Knapp

Steve Knapp’s inspirational selling techniques are still the cornerstone of Shell International. He rose through the ranks to become responsible for the success of the company’s sales teams right across the globe.

Steve’s now using that incredible knowledge to help business owners and sales people embrace a modern selling approach.

The author of Funnel Vision – Selling Made Easy, Steve provides sales training in an energetic, pragmatic, actionable and outcome focused lessons that stick and deliver results.

Register Your Interest