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January 5, 2010 |
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"Overcoming Objections is Sooo 20th Century"
Dear
Top Secrets Subscriber,
One of the time honored traditions of the selling profession has always been that of "overcoming objections." This is the point in the sales process when we counter each objection that a prospect has with solid, logical reasons (as well as gut-wrenching emotional reasons) why the prospect should move ahead with our recommendations.
As a salesperson, the idea of overcoming objections has a lot of appeal. When we're able to do it successfully, the prospect gives in and we win! We make the sale, the client pays the invoice, we pocket a hefty commission and all is right with the world. Except... What if the objection was valid?
A Short Term "Win" Will Likely
Result in a Long Term Loss ...
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| Top
Secrets Author, Entrepreneur & Business Consultant,
David Blaise |
In a world of educated consumers, we can't afford to spar, joust and wrangle with our clients in an effort to wear them down and overcome their objections. If we do, a short term "win" is extremely likely to result in a long term loss.
Instead of thinking in terms of overcoming objections, consider first evaluating any objections raised by the client. Is the concern valid? Is it serious? Or is it a smokescreen, designed to cover the fact that the client has changed his or her mind and doesn't want to tell you? In any case, it's important to listen carefully when a client raises an objection. Stay engaged and try to determine not just the stated objection, but the underlying reasons as well. Ask appropriate questions, but avoid becoming defensive. It's natural to want to try to counter objections and "save the sale." But not if saving the sale ends up costing us the relationship.
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