In the selling process, which step involves addressing customer concerns and overcoming objections?

The step in the selling process that involves addressing customer concerns and overcoming objections is the presentation of the merchandise. During this phase, the salesperson showcases the product and highlights its features, benefits, and how it meets the customer's needs. As the customer interacts with the product, they may express reservations or objections based on their concerns.

A crucial part of this step is engaging with those concerns effectively. The salesperson must listen attentively to the customer's hesitations and then respond with informative and persuasive counterpoints. This interaction is vital in building trust and rapport, as addressing objections shows that the salesperson understands the customer's perspective and is genuinely interested in helping them find the right solution.

Ultimately, this step sets the stage for the closing of the sale, making it essential for a successful transaction. By effectively addressing these concerns, the salesperson can boost the customer's confidence in their decision, thereby increasing the likelihood of closing the sale positively.