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Treat objections like an old friend.

Most sales people think of objections as their enemy.  But the most successful sales people welcome objections with open arms.

When a prospect gives voice to an objection, you have engaged them successfully.  In today’s high pressure business life, many clients are afraid to speak their minds because they don’t want to take time to deal with the response.  Many clients think they know what your answer will be, and they just want to get out of your meeting and on to their other priorities that day. So they don’t voice the real issues…and you don’t have the opportunity to address the issues and win the business.

Reward your client for speaking their mind by acknowledging the importance of the issue.  You might tell them they are smart for thinking of that.  Ask a question to get more information before you try to respond.  This will buy you time to think, and will help make sure you address what they really mean.  For instance, if a client says your magazine is too expensive it’s important to know if they are referring to value based on out-of-pocket, or CPM on circulation or total readers…or even against a specific target audience.

Sales people should imagine themselves treating each objection, or comment, like an old friend.  Give it a hug, and ask it how it’s doing.  Sales people who put out the welcome mat for objections learn what they need to know to successfully close new deals.  Their clients will say they are good listeners.  Management will say they are good sales people.

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