CHAPTER 25

Handling Objections

The sale is never over until you or the buyer calls it quits. Top-achieving salespeople in our BSP research said they persist until they hear an average of 5.3 nos from the buyer. This is truly astounding when you consider that 75 percent of salespeople quit on the first rejection and another 5 percent quit on the second rejection. The goal is not to accumulate as many nos as you can. The goal is to gain commitment on a course of action.

Responding to objections does not necessarily mean reacting. Reacting implies a passive energy. Responding, on the other hand, means you wait for the objection to surface and then answer it. This describes time, not assertiveness. Being responsive doesn’t mean that you’re surprised ...

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