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Ask any sales person what an objection is, or better yet, how to handle an objection, and you’re likely to receive a different theory from each person asked! Then, to confuse matters more, just pick up a sales magazine and start reading the opinions of “Industry Experts!” Again, you’re going to run into all sorts of theories.
Tons of information and books have been written about sales, and many of them devote sections to “objections.” Some of these books also attempt to address exactly WHAT an objection is, WHERE they come from, and HOW you should “feel” about them. Many of these books will tell you to “get excited about objections” or to “be thankful for objections,” etc, etc,etc.
Let’s cut to the chase and make this REALLY easy.
1) What an objection is: An objection is ANYTHING that comes between you and a SIGNED contract (make sense?)
2) WHERE they come from: WHO CARES WHERE THEY COME FROM? It doesn’t matter. You just need to know how to deal with them! (make sense again?)
3) HOW you should “feel” about them: If you feel “great” or “excited” about objections, then something’s WRONG with you. It’s COMPLETELY O.K. to hate objections, feel frustrated when you get one, and to be MAD when you leave an appointment having let an objection get in the way between you and a sale! (make sense again?)
Fear not. For in this section, you’re going to learn all about objections and how to handle them before you get them and after you receive one. Once you understand how to “Whip” objections, you will be in control.
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