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Inoculating Yourself Against Rejection

Apr 16, 2008
We all had them as children -- those painful shots that prevented all sorts of nasty diseases. Now that we're grown ups, we know why we needed them, but when we were little kids, it didn't make any difference because the only thing we understood was that they hurt and left us sort.

The inoculation I want to talk about today has nothing to do with disease prevention and could result in your sales skyrocketing (which, to me, is quite the opposite of painful). This is an inoculation against objections and it is potent medicine for any sales ailments you may have.

First thing's first. . . come up with a list of your top three objections. "It's too expensive", "I have to talk it over with my partner/husband/wife/children", "I can find a better deal on the internet", et cetera. These objections are generic and just for purpose of example, so think on this a bit and come up with your top three. What is it about your presentation that is causing you to continually get the same objections over and over? Some of my students tell me they go through patches of time when one objection will repeat itself with each new prospect and then just as suddenly as it started, it will stop. I suggest that it is absolutely something that you are doing to attract this same objection, whether it be something in the tone of your voice or a specific phrase that you have been repeating, and most probably, it's a result of some pattern you've created in your own mind that attracts the same response.

Well, today's a lucky day as you read this now and begin to understand how to short circuit these objections way before they even rear their ugly heads. As with most of persuasion, we must start with eliciting our prospect's criteria. so that we can have it foremost in our minds as we work our way through the sales process.

If you keep getting the objection of, "I don't know if I really need the services you're offering" then you know that this has the potential to pop up from time to time for you. Bringing up the objection before it's even fully formed in the mind of your prospect and canceling it out by casting a negative light on those that suggest they don't need your services, it is a lot less likely that they will bring up that particular objection.

'Look, one of the things I hear on occasion is people telling me, I'm not sure if I need your services. And let me tell you what I've said to them. . . '

You're not allowing their objection to build up in their heads to something that's set in stone. It's a tiny molehill and not a mountain.

You may also find yourself saving a lot of time because if there is an objection that's so big, you can't overcome it and this objection is going to break the deal, then might as well get it out of the way right up front. If it's not possible to get it out of the way, then move on.

This is why I'm constantly asking someone in the presentation 'are you with me? Do you understand?' because if they're not, I want an indication that they're not so I can immediately try to do something different.
About the Author
Kenrick Cleveland teaches strategies to earn the business of affluent clients using persuasion. He runs public and private seminars and offers home study courses and coaching programs in persuasion strategies.
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