We are, however, likely to run into some resistance during this process. Often you will come to the end of your presentation and your prospect will give you some kind of an objection, something like, “I really can’t afford to do this.” Let’s suppose you are in advertising sales, and you have gone into all of the statistics of advertising and the value of your database, and your knowledge of demographics, and your customer has questions and objections to your presentation. You have to be able to take that objection and turn that into the reason to buy.
Turn the objection into a reason to buy. If somebody says, “I don’t have the time to do this. I run a part time business,” ask them, “do you always want to be in a position to not have enough time? No? Then isn’t this exactly the reason that you need to do something else? You need to invest some time in something else, something new so that you won’t always be in a position of not having the time to do the things you want to do.”
Whatever the objection is, many times that can be the exact reason that somebody needs to make a positive buying decision with your product or service.
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