An objection is a concern or a question raised by the buyer. Salespeople should do everything they can to encourage buyers to voice concerns or questions. The worst type of objection is the one the buyer refused to disclose because a hidden objection cannot be dealt with. Many sales have been lost because salespeople didn't find out the objections or didn't helpfully respond to them.
Salespeople can expect to hear objections at any time during the buyer-seller relationship.
Compared to a prospect who just says, No thanks, and never raised his or her concerns. Selling is easier when buyers voice their concerns because the salesperson knows where the buyers stand and that they are paying attention. Salespeople who hear a large number of objections at this point in the sales call probably need to further develop their skills. An excessive number of objections may indicate a poor job at needs identification and the omission of significant selling points in the presentation. It may also reveal ineffective probing during the presentation to see whether the buyer understands or has any questions about what is being discussed.