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The Secret to Sales: Objections Are Opportunities

Antonella Saravia

4 years ago



How great your agency’s salespeople are will be measured by how many deals they close despite sales objections. People who are gifted in sales understand that there’s no avoiding obstacles when you’re pitching a product. Handling sales objectives in marketing is the part of the sales process that everyone hates, but this is where your team’s sales techniques really shine.

In a recent meeting with our PPC sales team, we asked our strategic account managers to share some of the fundamental practices that they’d determined as essential to handle sales objectives. Read on to check out the insights we drew out from this meeting on how your agency could apply these learnings to get new end-advertisers. 

Whether it’s sales or life, we found each of these to be extremely helpful. Enjoy!

Listen, Empathize, Improve

“At first, when you hear a sales objection, your initial reaction will be to shut down, instead listen.”

One of our strategists was keen on pointing out that it’s essential not to react before the client has had a chance to explain themselves. Staying focused is essential for two reasons:

  • You may have a swift and straightforward answer to their concern.
  • They will appreciate your interest. If this happens to be a potential client, this will set a good foundation for your business relationship.

“This is when you build rapport.”

If you listen attentively to their sales objections, it will be easier to identify what next step to take. At times, clients address points that aren’t yet relevant or points that were mentioned in an earlier discussion.

On the other hand, let’s say that you have a potential client that has already tried what you are recommending. Assuming it didn’t go well, they will most likely hesitate to try this again. Listening closely will make it easy to catch an entry point to explore solutions.

If their main sales objection is price-based, your team will have to show the value that the others did not. Did they mention something about RSLA not working when they started the conversation? Do you happen to have an old case study on a similar client? Start there. 

The example above is why asking questions will help you better understand their uneasiness to move forward. Your responses need to be relevant and they have to have a little meat on them. 

Build Trust During the Sales Process

Listening to clients will make them feel valued, which leads to trust. One thing leads to another. 

An open line with your clients will allow them to share questions or concerns without hesitation. Remember, if a client comes to you with a sales objection, they think you can fix it. Be on the lookout for red-flag. For example, if you can tell that a client is frustrated and isn’t communicating with you, this is not a good sign. 

If you find that your client is often lost amid reports, take the time to offer to walk them through terms and settings. Your eagerness to educate will provide credibility to your services.

Remember, people who don’t know what they are talking about will avoid explaining it to others.

Handling Common Objections

Despite giving it your all, sometimes proposals don’t work out. For whatever reason, the client may not be ready to invest more or make a change. Don’t fret; this circumstance is limited to this moment. Look at every situation as something that can be fixed if it’s left on the shelf. 

Make sure to leave all sales conversations on a good note. No matter what the sales objection is, make sure to seem eager to understand and provide them with any additional information that could be helpful to their marketing efforts, whether it involves you or not. 

You’ll want to touch base with your team and discuss the situation as a group. What angle did you miss? How else could have you approached it? If they were to come back tomorrow, what information would be useful? 

“To stay top of mind, I sometimes send helpful blog posts regarding concerns that a partner has expressed in prior meetings. It shows that I listened and that I am prepared to discuss if it should ever resurface.”


Our Strategic Account Managers agreed that objections are opportunities to connect with clients. They are a common part of the process and though they are dreadful, learning to address objections can strengthen your skills, improving your sales pitch, and your relationship with your client.

Are you already there? If you’re looking to speak to your campaigns in detail and optimize them yourself, sign up for AdInsights to reach your sales objectives without any training at all. 

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