The Conversion Code, 2nd Edition

Chapter 28Proactively Uncovering Objections

One of the worst feelings in sales is getting to the end of an amazing call, fully expecting the person to move forward, and then getting blindsided by an objection that you didn't foresee. Like, “Thanks so much for your time, Chris, but I need to think about it.”

In The Conversion Code, the time to get objections is not when you are closing. It's before you even begin your pitch. Most salespeople focus on and practice overcoming objections; I want you to focus on eliminating them.

A very common objection in sales is that the person wants to wait and think about it. There are other common objections, too, such as the spousal—”I need to talk to my spouse before moving forward”—or the cost objection—”I want to buy, but I can't afford it right now.” I have even heard “I need to pray about it” as an objection.

The nice thing is that your most common objections will start to define themselves (you probably already know what they are). Expert salespeople proactively uncover objections well before they ever get them. As opposed to being told that someone can't afford or commit to what you sell at the end of a 30- or 45-minute call, we're going to ask people if there is any reason they can't move forward today, before we pitch.

There is no better time to absorb the blow of possible objections than directly following when you've built rapport by digging deep and just established trust. Think of it as a quick window where you got them to let ...