3. If you would prefer to change the entire answer, then do that.

One word of caution: don’t begin moving toward overcom-

ing the specific objections. Avoid statements such as, “Were you
aware that . . . ?” or “Did you know . . . ?” or “Can I tell you . . .
?” Now you are ready to create your responses.

How did you find that exercise? If you found it challenging,

you’re not the first to feel that way. Many other salespeople
would agree with you.

This component of the professional sales process tends to

be the most difficult for most people to fully understand,
accept, and learn to execute. The reason is simple. Most sales-
people automatically react by trying to solve objections directly.
They think that the process outlined here will take too long and
that they can more easily provide a direct solution to the objec-
tion. To this I would point out that if you know exactly what
you are trying to overcome, you will actually save time. Rather
than spin your wheels offering a solution to what you think the
objection might be, uncover the real objection first. Then you
can apply a solution that is really appropriate to that customer’s
needs and situation. For example, if the customer’s concern
revolves around budget and you concentrate on adding value,
you are probably not going to close the sale.

Exercise

Take a few minutes and practise the responses you just devel-
oped further. State each response aloud three to five times. This
exercise may seem redundant and repetitive at this stage. That is
exactly its purpose! I cannot urge you strongly enough to resist the
temptation to skip this exercise. Make the time to complete it.
Carrying it out will help your brain and mouth work together
so that when you hear one of these objections in the course of
your regular workday, you will know how to respond and what
to say automatically.

Stop and review your responses aloud now.

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c h a p t e r s i x

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Solving Objections