Book excerpt: Learning how to overcome the buyer's objections is the key to closing the sale. A successful sales associate knows that objections are simply the manner in which buyers communicate their status in the buying process. When the sales associate learns how to overcome objections and turn or create them to his/her advantage, the number of closed sales will be increased. As a sales professional, it is absolutely vital to understand and to be prepared for the most common sales objections. Mastering every detail and feature of the vehicle is important, but knowing and understanding the true reason for the buyer's objection is equally crucial. When a sales associate has a full understanding of the buyer's wants and needs along with the knowledge of all options and features of the vehicles offered, he/she will be ready to answer and overcome any objection. Sales, by its nature, is associated with objections. Accepting that and knowing how to overcome them by creating credibility and trust is part of the sales process. Overcoming objections can change the buyer's perception of what is being presented and sold. Sales is the art of presenting the vehicle at the exact angle that best suits your conversation with the customer.