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Handling Sales Objections
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By Stephan Schiffman

Whether you've been selling for a day, a week, or a number of years, you know that whenever you make sales calls, there are objections. But objections are really your opportunity to sell. They give you a chance to focus on the major issues that concern your prospect, and turn them to your advantage in order to make the appointment and, later, the sale.

An objection has to be treated as a hurdle. Nothing less. Nothing more. You must know how you plan to turn around each objection you face.

In hundreds of seminars that I've conducted for salespeople, I've encountered six kinds of objections that come up again and again. We'll be discussing them here; if you've been selling for a while, many may be quite familiar. Look closely at these, and at the ways you can "jump" each of these hurdles.

At the outset, let's agree that our purpose in cold calling is to get an appointment. It is not to sell. If we fail to get the appointment, then we are not successful. You can argue that there are ways in which you can turn around an objection on the phone and make a sale. That may be true in telemarketing, but our concern here is something very different. We want to find out how to take the objection, no matter what it is, and turn it into an appointment.

As I've pointed out already, there are six major kinds of objections. Here they are, in order of popularity:

1. The Stall
2. The Hard One
3. The Easy One
4. The Doubter's Maneuver
5. The Reassurance Request
6. The Hidden One

Let's look at each one individually.

The Stall
When you're faced with The Stall, the prospect will say that he or she is too busy to make a decision right now. This is perhaps the most common objection. It stands to reason, then, that the strategy you develop to counter The Stall is going to be a major factor in your success as a salesperson.


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