All prospective customers are objectionable, well at least all customers raise objections.

For most non professional sales people the former is true. And this is where most of us fall down. We immediately think the prospect does not want our product.

Ppersistency is actually more important than clever tactics and even product knowledge. How many times have you heard yourself or an associate say "well he would not give up so I thought I ought to buy something just to get rid of him". Agreed, this is not the best taste to leave in a client's mouth, but it clearly works.

A prospective customer may say

· Your price is too high,
· We’re satisfied with someone we have,
· We can't get budget approval,
· The decision-maker's on vacation,
· Someone else makes the decision,
· We only go with the lowest price,
· We can get it cheaper somewhere else,

Or this happens

· The prospect won't return phone call,
· The prospect is in a business slump and isn't buying,
· You can't get to the real decision-maker,

We could deal with each situation one-by-one and given the space and time we would. But we can look at all these "objections" as a group. Every salesperson gets barriers to a sale so the question is how do you deal with them?

The answer is for us to gradually learn to approach clients from a different angle and to examine in advance:

· What does the customer want?
· What will the customer buy?
· What will entice the customer to buy?

A business customer generally wants more productivity, greater profit or less wasted resources. How does that fit into your sales presentation?

Prospective customers usually want:

· Value to their business,
· More income, more sales,
· No problems,
· Answers to their major issues,
· More leads, more customers, more sales,
· Something to build their business,
· Greater productivity,
· No risk,
· No mistakes,
· Recognition,
· Profit,
· Fun atmosphere.

Its simple - customers spend their time thinking about their issues and most salespeople spend their time thinking about their product. Don't be a most-salesperson!

If you have the time and inclination, using the following approaches will mean you hear less objections in the first place:

· Identify (through research or questions) which issues are the burning ones from the customer's perspective.
· Start your presentation addressing customer issues, not selling your product.
· Create dialogue that gets the customer to agree that you will help and they will buy as a result of it.
· Close the sale as early as possible.

It's not simple to execute but try it for four weeks and see how it works.