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Quick Look Course Summary:Overcoming Sales Objections Course (1 day)
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Length: 1 day(s)
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Price (at your venue): 1 Person R 5,654 EX VAT 3 Person R 3,982 EX VAT 10 Person R 2,954 EX VAT
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Certification Type:Non-Accredited
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Locations & Venues: Off-site or in-house. We train in all major city centres throughout South Africa.
Overcoming Sales Objections – self-paced online, 6 months’ access: R950 per learner (ex VAT); teams of 10 or more pay less.
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Overcoming Sales Objections Course (1 day)
Your sales people stop fearing objections and start using them – uncovering the real concern, answering it properly and moving the customer to a decision.
Objections are part of every sale. A customer who says 'it's too expensive', 'let me think about it' or 'we already have a supplier' is still in the conversation – but many sales people hear rejection, argue, discount too quickly or give up. This objection handling training teaches a calm, repeatable way to deal with objections so that more conversations end in a decision.
The course starts with the three forces behind most objections: scepticism, misunderstanding and stalling. Delegates learn to turn an objection into a question, ask the questions that reveal the real reason, find a point of agreement and let the customer answer their own concern. They practise raising common objections before the customer does, bringing unspoken ones into the open and using a five-step method: expect, welcome, affirm, answer completely and offer a compensating benefit. The day ends with buying signals, closing techniques and reassurance after the sale.
It suits people who already sell and want to convert more of the opportunities they have. Delegates work on the objections they hear most often in their own market.
Why this course
For your organisation
- Higher conversion from the leads you already have
- Less discounting to get deals over the line
- One shared method for objections across the sales team
- Shorter sales cycles when stalls are dealt with early
For your delegates
- A five-step method for any objection
- Prepared answers to the objections you hear most
- Questions that bring hidden objections into the open
- Closing techniques that do not feel pushy
What delegates will be able to do
- Recognise whether an objection comes from scepticism, misunderstanding or stalling
- Reframe an objection as a question or a reason to buy
- Ask questions that uncover the real objection, including unspoken ones
- Use features, benefits and your unique selling position to find a point of agreement
- Raise and answer common objections before the customer does
- Apply the five-step method to price, timing and competitor objections
- Recognise buying signals and choose a suitable close
- Reassure the customer after the decision to prevent second thoughts
Who should attend
Sales representatives, account managers, telesales and call centre sales agents, retail sales staff, business development staff and sales managers who coach their teams. It assumes delegates already sell; people new to sales should start with Sales Skills: Basic Training.
Course outline
Day 1 – From objection to decision
Why customers object
- Objections as a normal part of buying
- Scepticism, misunderstanding and stalling
- Seeing objections as opportunities rather than rejection
- Turning an objection into a question or a reason to buy
Getting to the real objection
- Asking the right questions at the right time
- The objections your market raises most often
- Listening for the concern behind the words
- Bringing unspoken objections into the open
- Exercise: building the team's objection bank
Finding a point of agreement
- Linking features to benefits the customer cares about
- Your unique selling position against competitors
- Agreeing with the concern before answering it
- Helping the customer answer their own objection
The five-step method
- Expect objections and let the customer finish
- Welcome them as a sign of interest
- Affirm that you understand
- Give a complete answer
- Offer a compensating benefit when the objection is valid
- Dos and don'ts, including arguing and discounting too early
Deflating common objections
- Price and budget
- Timing and 'let me think about it'
- An existing supplier or loyalty to a competitor
- Authority: 'I need to check with my manager'
- Role-play with feedback
Closing the sale
- Recognising when it is time to close
- Closing techniques that respect the customer
- Reassurance after the decision
- Personal action plan and close
How it is delivered
One day, 08:30-16:00. In person at your offices anywhere in South Africa, at a BOTI venue, or live online. One delegate or a group of up to 20. Workbook and role-play scenarios included; role-plays use your own products and the objections your team hears most. We deliver it at your offices in Johannesburg, Pretoria, Durban, Cape Town and anywhere else in South Africa, at a BOTI venue in Johannesburg, or live online for teams in different places.
What our clients say
“…the general feedback received was that the course was very informative and participative. The training and the facilitator was of a high quality. We highly recommend BOTI for training services.”
“The sessions … were exceptionally well-organized and seamlessly integrated into our schedule. We were highly impressed by the calibre of the training and the deep expertise demonstrated by the facilitator.”
“The facilitator was excellent and took time to ensure that the employee understood the content and was able to apply the learning in order to develop the portfolio of evidence.”
Frequently asked questions
Can you run this course at our offices?
Yes. Most groups are trained at the client's premises anywhere in South Africa; we can also host it at a BOTI venue or deliver it live online.
How many people can attend?
From one delegate to groups of about 20. In-house sessions let the whole team build a shared bank of answers.
Is it accredited?
No. It is a non-accredited short course and delegates receive a BOTI certificate of attendance.
Is this suitable for beginners?
It works best for people who already sell. Newcomers should start with Sales Skills: Basic Training (Sales Fundamentals), which covers the full sales process; this course goes deeper into the objection stage.
Can you use our products and objections?
Yes. Before the course we ask for your most common objections, and the role-plays are built around them.
Does it cover selling by phone?
The method works face to face and by phone. For teams that sell mainly by phone, Professional Selling Over the Phone covers call openings and telephone-specific techniques.
Related courses
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Monday to Friday, 08:00–17:00. After hours, we reply on the next working day – or call 011 882 8853.