In sales, what does the term 'objection handling' refer to?

The term 'objection handling' in sales specifically refers to addressing and overcoming customer concerns or objections. This process is critical in sales because potential buyers often have reservations or doubts that can hinder their decision-making. By effectively handling objections, sales professionals can clarify misunderstandings, provide additional information, and reassure customers, thereby fostering trust and moving the sales conversation forward.

A successful objection handling strategy involves actively listening to the customer's concerns, empathizing with their position, and providing thoughtful solutions or responses that alleviate those concerns. This not only helps in overcoming barriers but also enhances the relationship between the salesperson and the customer, making it more likely for the sale to be successful.

In contrast, creating promotional materials pertains to marketing efforts rather than directly engaging with customer concerns. Providing customer service after the sale is more about post-purchase support than addressing pre-purchase hesitations. Identifying potential leads focuses on the initial stage of the sales process, which is distinct from handling specific objections presented by interested customers.