F E AT U R E Sales Effectiveness: Overcoming Objections by Dale Carnegie Staff Nearly every sale involves objections. These issues are a natural part of the sales dialogue. They must be overcome before a buying decision can be made. Often, we make the mistake of “handling” objections in a way that turns buyers off. Resolving objections effectively is a process that involves attentive listening along with positive, factual responses to buyers’ real concerns.
T H E
C O N T R A C T O R ’ S
Prospective clients’ objections aren’t always rational, but that doesn’t make them less valid. We must respond to customers’ emotional needs – as well as the rational ones – if we want to build trusting, long-term customer relationships. Handling objections is a fivestep process that demands our full attention. Objections can balloon out
C O M P A S S
of control if not resolved effectively. To resolve that objection that has been raised, consider these steps: 1. Listen 2. Cushion 3. Question 4. Respond 5. Evaluate
M A Y
2 0 2 2
19
