SKILL


Three Ways to View and Overcome Objections


ART SOBCZAK


It is said that the selling doesn’t begin until an objection is expressed. And, without objections, there would be no salespeople...just order takers. All objections can be categorized as either Barriers, Brush-offs, or Legitimate reasons for saying no. By recognizing in which categories your prospect’s objections fit, you can choose the appropriate ways to overcome them.


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BARRIERS A Barrier objection is the prospect’s way of saying, “I really don’t want to listen to you.” A prospect who doesn’t even want to hear your “sales pitch” just brings up a barrier to halt your progress. Barrier objections usually come early in the call. Many sound like this: “I’m not interested,” “I’m perfectly happy with my current supplier,” or “We don’t need that.” They are the prospect’s attempt to cut you off be- fore you can even begin to show the benefits of what you have to offer. One way to overcome Barrier ob-


jections is to prevent them from ever coming up. The benefit you put in your intro statement will often elimi- nate Barriers by giving the prospect a reason to listen and talk with you. If


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