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Selling to Win, 4th Edition by Richard Denny

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Chapter Twelve

Handling objections

Far too many sales trainers overemphasize the importance of handling objections. Too many books on selling give the objections handling sequence, and preferred solutions, disproportionate importance in the overall sales process.

When a prospective customer raises an objection it is because he or she has not been convinced. The customer is uncertain or has worries that have not been satisfied. In other words, the customer has not been sold to properly.

Prevention, not cure

I truly believe that people like buying but they like being sold to well. Customers find it distasteful to be sold to unprofessionally, so the real emphasis concerning objection handling should be on prevention rather than on cure. It is no ...

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