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Part II: Use the S.A.L.E.S. Model > Evaluate and Counter Possible Objections

Chapter 9. Evaluate and Counter Possible Objections

The trickiest part of most real-life sales calls is uncovering unspoken, but very real, objections. Many prospects will not say, for example, that they lack the money to buy your product. Similarly, your readers may not be authorized to give the final say-so on your idea. So you need to anticipate all possibilities.

In a lengthy chapter about selling in Start Your Own Business, author Rieva Lesonsky says salespeople often counter objections about time and money by showing that customers get “more services, better warranties, or higher quality products for the extra cost.”


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