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An Idea A Day by David Thompson

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SALES

LOG OBJECTIONS

Patrick Forsyth

OBJECTIONS ARE UBIQUITOUS in selling. We know we will get some, and we know too, from experience, that they should be regarded as a sign of interest. (No one is going to be bothered to query something they have dismissed out of hand.) We also know that they will vary in topic, nature, and emphasis. Sometimes the same thing crops up repeatedly as a major stumbling block, and on another occasion something might be mentioned in passing, and is not in any sense a major hindrance. What matters is the balance of positive and negative points a customer sees as a case is presented. It is not realistic to try to ...

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