The best salespeople know that an objection from a prospectivecustomer is an opportunity. It is a clear sign that the prospect isgiving your product or service consideration and may be on theverge of buying.The best salespeople are “expert” at handlingobjections. As an example, let's say you are a Realtor and yourprospects tell you that the price of the house they are mostinterested in is too high. You ask questions to better clarify thefull concern, share understanding, rephrase the objection to priceas a question and offer a justification for the higher price basedon other identified needs. The prospect agrees, you begin closingthe sale.

Yeah, well, easy for you, but I was horrible when I was juststarting out.

One morning I met with a man named Raymond Thacker of RaymondThacker Hauling Company in the parking lot of the Cahutta Lodgenear Ellijay, Ga. I thought I was going to meet Raymond, get anorder signed and be the proud owner of a two-way radio sale, but itdidn't go that smoothly. First, we were talking about two-wayradios in cold, windy, drizzly weather on top of a mountain in aparking lot. Second, the wet, steamy hood of my beige Chevy Novawas acting as my desk top and my brochures were sticking all overit. Third, Raymond was chewing tobacco and spitting into aStyrofoam coffee cup from Hardee's. And finally, it didn't appearthat Raymond really wanted to buy any two-way radios. Two-wayradios were expensive and Raymond said he couldn't imagine spendingthat kind of money would help his business in any way.

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