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Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients by Bill Cates

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16 DEALING EFFECTIVELY WITH OBJECTIONS

DEFUSE OBJECTIONS

If you follow everything in this book up until this point, you will clearly reduce objections but never eliminate them. Sometimes you reach prospects at a bad time. Sometimes the introduction didn’t create enough value to pique their interest. Sometimes you get their knee-jerk reaction to someone “who’s trying to sell me something.” Sometimes you run into impolite people. Sometimes you didn’t ask the right questions or create enough value.

Some sales trainers will try to teach you to overcome objections. I think this strategy can be dangerous. If your goal is just to try to convince people that their thinking is wrong, they will often dig their heels in deeper. In doing research for this ...

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