What is the focus of the 'objection' step in the sales process?

The 'objection' step in the sales process is focused on addressing customer concerns. This stage is crucial because customers often have hesitations or questions that could prevent them from making a purchase. During this step, the salesperson engages with the customer to understand their concerns, provides clarifications, answers questions, and works to alleviate any doubts about the product or service being offered. Effectively handling objections can build trust and rapport, demonstrating to the customer that their concerns are taken seriously, which can lead to a higher likelihood of closing the sale later on.

In contrast, the other options represent different aspects of the sales process. Showing a presentation is typically part of the initial stages where the product or service is being introduced. Closing the sale comes after the objections have been addressed and indicates a commitment from the customer to make a purchase. Contacting potential clients is a preliminary step focused on outreach and lead generation, separate from handling objections that arise during the sales discussion.