In sales, an objection is an obstacle or a concern that a potential customer raises during the sales process, which prevents them from making a purchase or taking the desired action. Objections can come in various forms, such as questions, doubts, misunderstandings, or negative opinions about the product or service.

Objections are a natural part of the sales process, and they can be either valid or invalid.

Valid objections are genuine concerns or problems that the potential customer has with the product or service, and they require an appropriate response to address them.

Invalid objections, on the other hand, are excuses or false objections that the potential customer uses to avoid making a decision or to end the sales conversation.

Sales professionals must be prepared to handle objections effectively to overcome them and close the sale. The best way to handle objections is to listen actively to the customer's concerns, acknowledge and empathize with their viewpoint, and provide relevant information or solutions that address their concerns. By doing so, the salesperson can build trust with the potential customer and show them that they understand their needs and are committed to helping them find the best solution.