“We are going to talk about objections. The
death knell of the amateur and the
opportunity of the professional. You see,
objections are good, not bad. If you don’t get objections during the process of
making a presentation, I’ll make you an absolute promise, you’re not going to
make the sale. I know you’ve all got the dream that someday you’re going to
find someone who won’t object to anything. Maybe this will happen once in
your lifetime.” So said legendary Sales Trainer J. DOUGLAS EDWARDS in one of
his presentations on THE MASTERS OF SUCCESS Training Program.

You see if they are seriously interested they have to object…. but what are
objections?

Objections, if you listen carefully, will indicate to you what they want.
Objections are, in effect, signposts to the sale….if you will learn to listen. You
see, if it wasn’t of concern they wouldn’t object.

Too many salespeople feel that an objection is a threat to them and to the
sale. They feel they have to fight the objection. They have to prove themselves
right, and prove the customer wrong. That is ridiculous. Understand that these
objections are telling you what they want to buy. Then you have to understand
that nobody wants to buy your product. Nobody wants to buy it. All they want
to buy is what the product will do for them. They don’t want to buy what it is.
They want to buy what it will do for them. And therefore the salesperson who
is selling what the product is, is not selling.

The salesperson who is selling what it will do for them is the salesperson that is
selling. Your prospects don’t want the product, they want the result
I don’t know how many of you own your own home but I’ll tell you something.
You didn’t by the home. Your partner probably bought the kitchen and the
bathroom. And when they bought that kitchen and the bathroom, the rest of
the house went with it. Now, if you’re that salesperson who was selling that
home and trying to sell what sort of nails used to put the house together, and
a specific use of each kind and type of nail, and then, also tried to sell the
varying concrete formulas that were used and the varying paint formulas that
were used and the varying grades of lumbar, would you even listen to the
completion of the presentation?

No, all you wanted to buy was what that home for you and your family. When
you listen to your customers’ objections, you will learn very rapidly what it is
that they want to buy and then it’s all up to you to win their business.
The smart Salesperson sells and encourages them to only purchase what they
want to buy. When you do that, the rest of the product goes with it.
So, actively listening to their objections after the qualification period will give
you the ultimate handle that you need to close more sales more often.
As J. DOUGLAS EDWARDS says repeatedly… “objections are good not bad!”
For more information, go to www.jdouglasedwards.com.au