Last month we started to discuss the process of handling objections. Objections should be recognized when a customer says something like, “I need to think it over,” “I need to shop around,” “I’ll be back,” etc. When a customers gives an objection, they are telling you they are not convinced. This tells you that something is going on in the sales presentation. The primary reason a sale is made is based on trust and value; therefore, a sale is lost due to a lack of trust, value or both. The reasons for the lack of trust and/or value are numerous. Every selling situation is different.