“Your price is too high.”
“We’re loyal to our current supplier.”
“I prefer your competitor’s product.”

Classic objections such as those are very hard to overcome when they pop up near the end of your sales call after you have presented your company and your product, and after you have expended most of your sales ammunition. But objections are far easier to handle if you uncover them earlier in the process.

An objection is the customer’s response to an unasked question.

Action Selling defines objections as the customer’s response to questions you failed to ask earlier in the sales call. If you can ask all the right questions before making your formal product presentation, you will uncover every potential objection that otherwise would come back to bite you and you can modify your presentation accordingly.

Here are those three classic objections again, with questions that could have exposed them before they arose…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).