What Happens After the Objection Is Overcome?

This is the final installment in our series on Handling Objections—often the most challenging step in the sales process. By now, you’ve worked through how to recognize, respond to, and overcome objections. The next step is just as important: knowing what to do once the concern has been resolved.

What happens next?

Handling objections is a complex communication skill that needs to be practiced into mastery. One of the simplest ways to begin strengthening this skill is to prepare in advance. Start by creating two responses for each of the most common objections you hear so that you always have options ready to offer when a concern comes up.

Just as important as preparation is practice. Use the strategy when it’s quiet in the showroom, before a presentation, or after a prospect has left without making a purchase or setting an appointment. These are the moments where you can build the muscle without pressure.

Objection handling is a skill you can strengthen, and when you do, it changes your results.

Once you have addressed the concern, continue the conversation by asking:
“Are there any other concerns?”

If the answer is yes, stay with the process and handle each one using the same strategy. If the answer is no, move forward and ask for the sale:
“Great. Shall we go ahead with the solution we agreed upon?”

This is where many salespeople hesitate, but it’s a critical step. After any objection is overcome, you should ask for the sale. If another objection comes up, you simply handle it and continue moving forward.

If you find that you’re consistently getting a high number of objections, it’s worth looking earlier in your process. Often, this points back to Discovery—either the questions are not being asked, or the answers are not being explored deeply enough to create clarity.

Actions to take

Sales Associates:

• Prepare two responses for your most common objections so you’re ready in the moment.
• Practice the strategy during low-pressure times to build confidence and consistency.
• After resolving a concern, always ask if there are any other concerns.
• When there are none, ask for the sale clearly and confidently.
• If objections continue to surface, review your Discovery Questions and improve the quality of your conversations upfront.

Sales Managers:

• Practice this full process with your team, especially those with lower close ratios.
• Reinforce preparation and repetition so the strategy becomes natural over time.
• Coach your team to connect objection handling back to stronger Discovery.

The goal is not just to handle objections, but to move through them with confidence and clarity so the sale can progress naturally.