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Sales Effectiveness: Overcoming Buyer Objections

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In any selling situation, it is likely that you will need to overcome a buyer’s obstacles before a buying decision is made. Often, the way we "handle" objections turns the buyer off. Resolving objections effectively is a process that involves careful, sensitive listening and positive, factual responses to a buyer’s concerns.
 
Buyer objections are not always rational. Objections are often totally emotional. You must respond to customers’ emotional needs and to the obstacles preventing them from buying, if you want to build long-term relationships.
  1. Listen
  2. Question
  3. Cushion
  4. Respond
  5. Evaluate
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