When an answer is not the answer

As a sales rep, sales manager, and as a sales trainer, I've learned and taught the techniques of answering objections. Research conducted by Dr. Neil Rackham has found that answering an objection is not as effective as we've been told. His research found that the number of objections is directly related to the reps chances of closing the sale. The more objections, the less likely a sale will be made. Right now you're probably thinking "Well DUH!" Here's the interesting part, the rep's ability to answer the objection and prove to the client that they were mistaken has no bearing on the outcome. The lesson here is not to counter the objection, but to prevent the client from making the objection in the first place. You goal should be to minimize objections during the call. Tomorrow I will offer one technique for doing this.

Keep Smiling, Keep Selling!

Thanks Jim Busch