Real selling doesn't even begin until the customer says no. Handling objections is the most difficult step in the sales process. An objection is a comment that can prevent a final buying decision. However, they are not a negative element of a sales call. In fact, they're positive. Here's why; If handled properly, objections can help you to succeed. An objection is a signal that your customer is engaged. It's simply a request for more information. This course teaches how to overcome roadblocks and barriers to handle the dreaded “NO.”