It’s critical for any salesperson to know how to handle objections. Better than overcoming objections, however, is avoiding them altogether. Strong selling skills will help keep your prospects thinking about why they should buy your product instead of why they shouldn’t. These five selling basics will help you sidestep the objections that stand between you and the sale.

1. Sell value, not price. What matters most for your customers isn’t what they pay for your product, but what they get for their money. Smart buyers appreciate a reasonable price, but if your product has the lowest price, they may suspect that it’s not the highest quality. Point out to cost-conscious buyers that bargain hunting may help save money initially, but sacrifices in quality will cost more in the long run. Play up your product’s versatility, reliability and durability – all the things that make it well worth its price. Show sympathy for your prospects’ budget concerns, but assure them that you want to sell them a product that they can rely on and that you can stand behind.

2. Focus on benefits. Experienced salespeople know that selling benefits is more effective than selling features, but it’s also critical to sell the right features. Presenting benefits your prospects aren’t particularly interested in probably won’t move them to buy. One car buyer, for example, might be interested in a new sports car as a status symbol, whereas another may make a buying decision based on the car’s speed and responsiveness. Analyze your target markets carefully and what your product can do for each. Ask your prospects open-ended questions and pay close attention to the comments they make for clues to help you pinpoint what will make them decide to buy.

3. Put a price tag on benefits. Your product’s value will likely determine whether your prospect buys it. Once you know what your prospects want, find out what those benefits are worth to them. Will your product save time? Reduce labor costs? Increase profits? Remind your prospects of all the things your product can do, the problems it can solve, and the goals it can help them meet. Compare the one-time price of your product to the amount of money your prospect will earn or save after years of using it. The clearer you make the distinction between what your prospects pay and what they get, the easier it will be for them to recognize your product’s great value.

4. Sell to people. Even if you’re certain that XYZ Company has a need for your product, don’t forget that people make the buying decision. Ask yourself how your decision maker(s) will personally benefit from your product or service, then provide them with specific examples. If your product will reflect positively on your buyer by increasing production or reducing operating costs, for example, say so. Reassure your buyers that you have their best interests at heart, and provide testimonials from other buyers that show how buying your product was a wise decision for them. As you would with any prospect, find out what your decision maker’s hot buttons are and push them.

5. Appeal to emotion. Although some people use logic to help them make buying decisions, we’re all vulnerable to the power of our own emotions. Paint an emotional picture of your prospects using your product, including all the positive feelings they’ll experience: “You’ll be very happy and excited when you see just what this software program can do for your salespeople. They’ll be more efficient, and you won’t have to worry about making sure their contacts are organized or that they’re using their time wisely. Isn’t the peace of mind you’ll enjoy well worth the price?” Describe the pride that comes from making a wise decision that creates a win/win situation for everyone.

Learning to overcome objections is a critical part of any salesperson’s education – you have to know how to address any issues your prospect might raise. Observe some basic rules of persuasion, and you’ll reduce the number of objections you hear. Give prospects all the right reasons to buy, and they’ll give you fewer reasons not to.