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Bringing Home the Bacon
You just read an entire chapter dedicated to explaining how to resolve objections. We explained how clients object even if they are inclined to buy. We reviewed how most salespeople react when they encounter resistance. And we introduced a process to use any time you are in these challenging situations. We even demonstrated how Sam and his team resolved a difficult objection during their finalist presentation. We hope it all made sense.
But we'd be kidding you if we didn't admit that this is a difficult thing to do. Even the most seasoned sales professionals will admit quite readily that this is the most challenging part of the sales process. When sales professionals and sales teams fail, it is often because they were not able to resolve the issues that they encountered. That's what kept them from winning the business.
Resolving issues is directly connected to every phase of the sales process. This phase does not stand alone. That is why objections can occur any time. If you encounter objections it could be because you did not do the necessary planning. It may be the result of not connecting with the customers or conducting effective meetings. Most often it's because you did not totally understand the customer's needs. Remember, most objections are unfulfilled needs. And of course, if your presentation is off base, the customer has no choice but to object. So even though we made the point that clients object even when they are inclined to buy, the objection ...
