CHAPTER 32
Objections and Qualification
Why are you so afraid of an objection?
Objections are not potential sales roadblocks. They are opportunities.
That’s right. Objections are opportunities to develop a more complete understanding of your prospects’ requirements and to engage with them on a deeper level. They are also opportunities to protect yourself from selling to prospects who will never buy from you. In either case, they represent an opportunity for you to make a sound decision about how to invest your selling time.
In the traditional literature of selling, objections are to be “overcome,” “managed,” or “handled.” The assumption is that an objection is dangerous to your chances of winning a deal. So the customers’ expectations must be ...
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