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The Sales Book by Graham Yemm

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Handling barriers to the sale

Objectives

  • To recognise the message behind the barrier or objection
  • To know how to handle barriers in a controlled and confident manner
  • To use a structured process for dealing with barriers or objections
  • To feel more confident when you encounter objections

Understanding

It is unlikely that you will reach the end of a sales meeting without the prospect or customer raising some barriers, or objections. These will prevent them going forward and actually buying from you. This does not necessarily mean you have done anything wrong. Even if you go through the steps of the sales process effectively, these barriers can still occur. Some might start at the outset with someone not wanting to see you or give you the time ...

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