Objection handling in selling situations: a psychological reactance theory perspective

Abstract

Despite its importance on the subject of overcoming objections, scholars have done very little research. This study aimed to examine and organize the current body of research literature on sales objections in a given organizational setting. We present our findings of the Literature Review on empirical studies that have explored this topic. Moreover, we developed a conceptual model based on Psychological Reactance Theory, using buyers as a unit of analysis. It is a key issue for companies to dedicate time to train their salespeople to handle sales objections correctly, plus the delivery of knowledge and skills for the generation of credibility on the part of the sales representative, management of emotional intelligence, and particularly management of the anger of salespeople. We conclude by offering suggestions for future research and practice.