Objection handling is the process of responding to and overcoming objections that prospects may have about your product or service. It is a skillset that salespeople must master in order to be successful. There are many different types of objections that prospects can raise, but some of the most common include price, need, fit, timeline, and risk. It's important to remember that objections are not always a bad thing. In fact, they can actually be a good sign that the prospect is engaged and interested in what you're selling. The key is to learn how to handle them in a way that moves the sale forward instead of halting it altogether.