Entrepreneurship and Small Business (ESB) Certification Practice Exam

At which step of the sales process would customer concerns typically be addressed?

1. Presentation

2. Objection

3. Closing

4. Follow-up

The correct answer is: Objection

In the sales process, addressing customer concerns is a critical step that typically occurs during the objection phase. This is when potential customers express hesitations, questions, or concerns about the product or service being offered. It's crucial for sales professionals to actively listen to these objections, empathize with the customer, and respond with solutions or clarifications that can alleviate doubts. Successfully navigating this step can significantly enhance the customer’s confidence in the purchase decision. The other stages, while important, do not specifically focus on addressing customer concerns. The presentation stage primarily involves sharing information about the product and its benefits, which may not fully engage with customer hesitations. During the closing phase, the intent is to finalize the sale, and if customer concerns have not been appropriately addressed earlier, this could lead to a loss of the sale. The follow-up stage occurs after the sale has been made, wherein customer satisfaction is checked, but it is not the time to actively address concerns that can affect the decision-making process.