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Brilliant Selling, 2nd Edition by Jeremy Cassell, Tom Bird

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Chapter 24: Making the most of objections

In traditional sales training, salespeople are often taught to ‘overcome’ an objection. If you were buying, would you really like your objection ‘overcome’? You would surely feel more comfortable if any objection was handled sensitively and addressed sensibly.

An objection is a reservation, or concern, about some aspect of a service/product that may prevent a sale taking place. The old adage here is correct – objections can be buying signals. They suggest that there is interest. Stony silence or a definite no indicates you have less chance of completing the sale! Objections may just be the buyer suggesting:

  • ‘Give me more information before ...

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