What should sales associates do if a potential customer raises an objection?

When a potential customer raises an objection, the most effective response is to listen and address the concern. This approach demonstrates to the customer that their opinions and feelings matter, helping to build rapport and trust. By actively listening, a sales associate can better understand the specific areas of concern and respond thoughtfully, which can lead to overcoming objections and guiding the customer toward a resolution.

Listening and addressing a customer's issues also opens the door for meaningful dialogue, allowing the associate to clarify misunderstandings or highlight the benefits of the service that may alleviate the customer's concerns. Engaging in this way fosters a positive interaction and increases the chances of converting the potential customer into a member.

In contrast, ignoring the objection fails to acknowledge the customer's feelings, which could alienate them. Countering with a standard response may come off as dismissive or insincere if it does not specifically address the customer's unique concern. Ending the conversation prematurely can shut down any opportunity to resolve the issue and could harm the potential relationship with the customer.