The ability to handle objections, or problem-solve, when selling is important because objections are a natural part of any sales process. Prospects may have concerns or reservations about the product/service you are offering, and it is your responsibility as a salesperson to address those concerns and persuade the customer to take action or make a buying decision. Handling objections or problem-solving effectively will help you gain commitment and close more sales while building trust with your prospects. The process will also make you aware of any shortcomings, perceived or actual, and/or issues with your product/service offering so that you can address the objection and, long-term, improve your offering.
