They look for empathetic understanding of their problems. Real objections are logical to the prospect regardless of how irrational they may appear to the salesperson. Salespeople must assume the attitude of helper, counselor, and adviser and act accordingly. To do so, they much treat the prospect as a friend, not a foe. In fact, buyers will feel more comfortable about raising objections and will be much more honest the more they trust the salesperson, the better the rapport, and the stronger the partnering relationship.
Salespeople have to make the prospect believe they are sincerely glad the objection has been raised.
I'd probably feel the same way. I'm glad you mentioned that, Mr. Atkinson. That certainly is a wise comment, Ms. Smith, and I can see your problem. If I were purchasing this product, I'd want an answer to that same question. Tell me about it.