this account until it heats to the boiling point.


If, on the other hand, you have tried to close the sale and the prospect says things like, “I want to think about it,” or, “I don’t know yet,” these are signs that you need to uncover the prospect’s true objection(s) with questions like • “What would cause you not to choose this product?” • “What reservations do you have?” • “Will you level with me? What is causing you to hesitate?”


• “Do you mind my asking why you feel that way?”


• “It seems that something is stand- ing in the way of making your decision today. Could it be...?” Listen carefully. Avoid preparing


your response until you have heard your prospect’s entire concern. Make brief notes while he or she is talking so you won’t be distracted trying to remember your comment. Get clarification. Make sure any concern is clear to you. If you hear, “It’s too expensive,” find out what he means with a question like, “Would you share with me what ‘too expen- sive’ means to you?” Make sure the prospect is telling you the real objection. By asking further questions, you can discover any hidden objections: “Is there anything else that concerns you?” or, “Is there anything else causing you to hesitate?”


Always use verbal cushions. When


a prospect voices a concern, it is not a cue to engage in verbal warfare. Plan your counterattack carefully. First, use a verbal cushion to show you have heard the concern. Some verbal cushions are: • “I understand why you might feel that way.”


• “I appreciate your concern.” • “I was concerned about that, too, when I first heard about it – until...”


• “Others felt that way at first.” Use the “Three F’s” technique. The “Three F’s” – fee, felt, and found – are some of the oldest sales techniques around, yet few people remember


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them on a consistent basis. They work using either the first person (I) or third person (others) like this: “I see why you feel that way. (Cushion) I felt that way at first. So I researched why our rates are slightly higher than XYZ and discovered we have safer investments.” It is a good idea to avoid the trite statement, “I know how you feel.” This can cause defensiveness as the prospect may think, “You have no idea how I feel.” End your response with a buying- temperature taking question. Find out if the prospect agrees with and under- stands your explanation by asking him or her a question with specifics: • “Does that make sense?” • “You want to be locked into low premiums, don’t you?”


• “It is important to have a short waiting period for your disability insurance, isn’t it?”


Avoid arguing. It doesn’t pay to


argue with the prospect – even if he or she gives you an objection you believe is untrue. Dale Carnegie, the guru of human relationships, said, “The only way to get the best of an argument is to avoid it.”


Often you will hear an objection about an area you have already cov- ered or a problem you have already solved. Don’t get annoyed – simply explain it again. Rarely does anyone


listen to 100 percent of a presenta- tion. Calmly repeat the information as if you hadn’t said it before.


Change the objection into a sales


point. This won’t work with every objection, but it does with some. For example, if your prospect says, “I plan to buy my life insurance from my brother-in-law,” you might turn that into a sales point by responding, “Developing the right life insurance program requires asking some very personal questions. I know I wouldn’t want some of my relatives privy to that sort of information about me. Many people find an unbiased party easier to talk to about their personal values, goals, and financial situation.” Don’t take it personally. You can’t always get a yes. No may mean the prospect might not have enough infor- mation to justify buying, or the need isn’t there, or perhaps the money isn’t there – so don’t take it to heart. Even if you have competent sales skills, you won’t overcome all objec- tions on every sales call. However, it’s important to listen carefully, probe for the underlying objection, get clarifica- tion, and then verbally cushion your response. Keep in mind the old sales saying, “Salespeople who can hear the most nos can make the most money.” 


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