Objections: A Retailer’s Best Friend

Losing a sale isn’t the worst thing that can happen to a retailer. The worst is failing to understand why it happened. Understanding why clients buy or don’t buy higher-price merchandise depends on how well sales associates handle client questions and objections following a persuasive recommendation. If she handles objections well, the sales associate will either make the sale or understand why she hasn’t; mishandling an objection loses both the sale and the chance to improve. Handling objections requires a combination of selling and interpersonal communication skills. Here are some pointers. Begin with the right atti tude. A salesperson must never appear nervous or hesitant when an objection is raised. Hesitating or diverting the eyes loses trust. View objections as buying signs, since they most likely demonstrate interest in the product. To remain calm, remember that object

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