Handling Sales Objections
by Wendy Priesnitz

Q: What do I do during a sales call when another business person comes up with all kinds of objections not to buy my product? Usually I can counter most of the excuses, but it always seems like I'm arguing with them, which I don't imagine is a good idea. And usually, their excuses aren't really valid anyway. Do I just move on and hope they'll change their mind?

A: If you are speaking to a person who has the authority and money to buy your product, you should be able to overcome most of their objections without seeming to argue.

Initially, this takes some planning, although you'll get more comfortable at it with experience. Before meeting with a prospective purchaser, try to anticipate all the questions and objections they might raise. Make a list of all the excuses you've ever heard, and try to come up with an answer to each one.

As your customer is raising these objections, ask them questions like why and why not. Another tactic is just to nod, smile, and keep quiet. The aim is to get your customer to keep talking, and thus reveal their real concerns or at least the story behind their objections.

Perhaps your prospect has a misunderstanding that you need to get out in the open and address. Or they might be unwilling to purchase from you as a result of a negative experience they once had with another business, or even with yours. Get them to talk about this concern and you can probably deal with it.

Also, telling your customer about the benefits of your product during your sales pitch can often derail the most common excuses before they get started.

Keep in mind that some people might use excuses as a way of stalling for time in order to make up their mind. As long as they're still talking, you have a chance to make that sale.

If quite a bit of time has gone by, try to close the sale. Sometimes all it takes is a bit of leadership from you and they will become comfortable with the purchase.


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