What is the fourth step in the selling process?

The fourth step in the selling process is overcoming objections. This step is crucial because it involves addressing any concerns or hesitations the potential buyer may have about the product or service being offered. During this phase, the salesperson actively listens to the objections raised and provides clarifications or solutions that reassure the buyer.

Overcoming objections is pivotal in building trust and rapport, as it demonstrates the salesperson's understanding of the buyer's perspective and their commitment to addressing specific needs or worries. Successfully navigating this step increases the likelihood of advancing towards closing the sale, as the buyer feels more informed and valued.

While determining needs, presenting the product, and closing the sale are all essential elements of the sales process, they occur sequentially before and after overcoming objections. Each of these steps lays the groundwork, but overcoming objections stands out as a critical interaction point that can significantly impact the buyer's decision-making process.