What is meant by 'handling objections' in the sales process?

Handling objections in the sales process specifically refers to addressing customer concerns. This involves actively listening to what a customer is hesitant about or what reservations they express regarding a product or service. By acknowledging these objections, a salesperson can effectively respond to the customer's needs and clarify any misunderstandings, thereby building trust and rapport.

This step is crucial because it can help to alleviate fears, provide additional information, and ultimately persuade the customer to proceed with the purchase. Effective objection handling can transform objections from potential roadblocks into opportunities for deeper engagement with the customer, motivating them to make a confident buying decision.

Other options, while related to sales processes, do not directly pertain to the concept of handling objections. Choosing between products may occur before objections arise, and providing follow-up incentives or preparing marketing strategies are more about enhancing customer experience or outreach rather than directly addressing specific objections during a sales conversation.