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Unlimited Sales Success by Michael Tracy, Brian Tracy

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CHAPTER NINE

OVERCOMING OBJECTIONS

Formal education will make you a living; self-education will make you a fortune.

—Jim Rohn

OBJECTIONS ARE a normal, natural, and unavoidable part of the sales process. Nonetheless, many salespeople become discouraged and disheartened when customers begin to object to their offerings on the basis of high price, better offers from competitors, and other reasons.

The fact is that customers today are bombarded by hundreds and even thousands of commercial messages. As a result, they are skeptical, suspicious, and careful with their time and money.

No matter what you are selling, customers will have questions and concerns that you must resolve before you can proceed to a sale. Your ability to handle these questions ...

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