When you encounter an objection from a potential customer, do this:

1. PAUSE
2. “Tell me more…”
3. Empty the customer
   Ask – “Is there anything else?”
4. Lock the customer
   Ask – “If I were to …. would you …”
5. Present a counter solution
6. Confirm the details

The Rules for handling a sales objection are:

• RECOGNIZE IT
• ASK THE QUESTION – “Do you have any problems with … Are there any issues we haven’t discussed?”
• SEIZE THE MOMENT

And remember,

• Never take it personally
• Listen and be interested
• Don’t blame
• Stay calm

This simple 10 point check-list will help you determine whether all bases have been covered, so you have the maximum likelihood of closing the deal:

1. Have all NEEDS been agreed with the customer
   (What are they? How did you agree them?)
2. Do you have an effective SOLUTION?
   (What is it?)
3. Is your solution financially JUSTIFIABLE?
   (How do you know?)
4. Is the expenditure in the BUDGET? Is FINANCE available?
   (How do you know? How much is it?)
5. What is their BASIS OF DECISION?
   (What are their evaluation criteria?)
6. What is their DECISION MAKING PROCESS?
   (Who are the players? How do you know what roles they are playing?)
7. Do you have ACCESS to their decision makers?
8. Why US – all things equal, would they rather do business with us or someone else?
9. What is the TIMING? When will they make their decision?
10. Where do we stand in relation to our COMPETITORS?

Give each point a rating out of 10, then Total them.