CHAPTER 1

The Objection Connection

Most new or average salespeople have a dream. In the dream, they meet smiling, happy people. They build rapport, qualify, and give a dynamic presentation. At the end of the presentation, the smiling folks can’t wait to own the product. They claps their hands. They whip out their checkbooks or credit cards, sign on the dotted line, and shake hands profusely with the salesperson for showing them the greatest thing since sliced bread. Yep, that’s a dream all right.

Let me give you a short lesson that will take you far in sales. If the people you’re talking with don’t object to anything during your time together, they’re either not listening or not qualified. In other words, they won’t buy!

Objections (concerns) are nothing more than ways for your potential client to slow things down—to keep themselves from making rash decisions—from feeling as if they’re being “sold.” Objections are a common aspect of every sale you’ll attempt to make. Accept this fact and you’ll open your mind to the ways to handle, address, and overcome objections that I’ll cover in this chapter.

Until you learn how to handle objections, you’re not going to approach your potential in sales. Champions have an a