Making sales is not always easy, and customer objections can be tricky. There is a clear difference between a firm and non-negotiable ‘no’, and an objection that is being offered as a starting point for you to solve their issues and put their minds at rest before agreeing to the sale. In this article, we are going to look at what sales objections are and the psychology behind them, the most common objections and how to overcome them, and how different methods and tools can make winning more customers easier.