It is likely in any selling situation that obstacles will have to be overcome before a buying decision is made. Often you make the mistake of �handling� objections in such a way that the buyer is turned off. Resolving objections effectively is a process that involves careful, sensitive listening along with positive, factual responses to buyer concerns. You must understand that buyer objections are not always rational. Objections are often emotional. You must respond to customers� emotional needs, along with the obstacles preventing them from buying, if you want to build long-term relationships.