CHAPTER
22 
Why Objections Are OurFriends and LogicalWays to Handle Them
Many broadcast salespeople become intimidated by clients because we don’t feel comfortable with client objections. This is absolutely unforgivable, especially for broadcast sales veterans. As we’ll learn, most objections to broadcast advertising are the same. We’ll look at those objections and how to answer them intelligently. Practice answering objections so that when you hear one, you know precisely what to say. And always remember that objections are good, not bad. We cannot ...
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