Should we even call them objections?

As a salesperson, you probably encounter objections multiple times a day, every day. But what are they, really? And should they be referred to as objections?

What is an objection, and why do we call them objections? About ten meanings in the dictionary exist for the word objection, and half are obsolete. We believe one more should also be obsolete when it comes to selling. The most common definitions in the dictionary state the meaning as follows:

An expression or feeling of disapproval or opposition; a reason for disagreeing.

A statement of opposition.

Is this what we think of when discussing objections as salespeople, or could this term mean something different? Why does it matter?

It matters because it affects our attitude, inevitably affecting our ability to sell successfully. Thinking of customers disagreeing or disapproving lowers our aspirations and intimidates us. It robs the value of our ideas and proposals. It impedes our ability to interact with our prospects confidently. Therefore, we propose a shift in our mindset. Think of objections as merely unanswered concerns in the minds of our customers. They are not disagreeing with us or disapproving of us. They only want answers to their questions.

We should welcome objections! If a customer takes the time to object, it means they are engaged and are giving you a chance to respond. The worst type of objection is no objection or disinterest.