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Chapter 5. Write to Sell with a Five-Ste... > Evaluate and Counter Possible Object...

Evaluate and Counter Possible Objections

Sales trainers often encourage new hires to speculate about what prospects might say to get out of buying. This technique is called anticipating objections. Good sales training gives professionals ways of countering negative comments about products as diverse as microwave ovens, ski gear, down comforters, dental implants, and walking sticks. Similarly, you should pre-think all possible objections to the ideas you want to express in your e-mails, letters, and proposals.

“I know you are all very busy, but I have been told by other organizations that the hour is well worth our time—packed with information you will want to know and complete handouts on the plan. The presenter will also answer individual questions during the session.”


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