One of the key sales skills is to know how to overcome objections from your customers.

An interesting question to ask about your potential customers is this:

Why would somebody go to the trouble of inquiring about your business, filling in a form on your website, or picking up the phone to call you and then not buy? They're obviously interested in what you're selling. Assuming what you have is of good value and meets their needs, why wouldn't the figure be 100 per cent?

The answer is customer objections. The thing that stops a sale happening is rarely that you don’t have what a customer needs or wants. Normally, there's an objection in your customer's head.

Most objections are about money, trust, and time. “It's too expensive,” is a big objection. “I don’t believe this will work for me” is another. “I don’t have time to invest in doing this” would be another objection. You're also going to have objections specific to your business.

You need to become very clear on what your customers’ objections are and come up with clear answers to those objections.

List them one by one and work out the best answers to those objections. There will only be three or four objections that you hear all the time. Get really good at answering those and you will see a significant increase in your sales.