The way people buy has fundamentally changed. Today’s customers are more informed, independent, and digitally savvy than ever before. For early-stage and scaling startups, and for business leaders and marketers, adapting to this new buyer behavior is not optional—it’s essential.

Retaining a customer after a contract is signed is crucial for long-term business success.

Here are actionable tips every sales professional, negotiator, and business owner can use to handle objections effectively.