Sales Creates Objections

By Sharon Drew Morgen - Part of our jobs as sellers is to place product. Yet weve never been taught when to pitch, or when the buyer is at the point when they need to hear the data we have to offer. So we blithely offer our data when we think its time for the buyer to understand how we can help, and get confused when we hear an objection. Why do buyers object? Because they havent determined the criteria they need to meet as they consider resolving an Identified Problem.

Sales hasnt taught us to help buyers recognize and manage their buying criteria, or how to help them determine who needs to buy in and how to help garner buy in; without buy-in, systems wont risk changing as the cost of disruption is too high. Buyers need to do this prior to choosing a solution. Theyll do this with you or without you. And unfortunately they usually figure this out after weve met them.

Instead of offering a solution, help buyers manage their buying decision factors and elicit buy-in as appropriate. Once theyve done that, there is nothing to object to: they will be eager to hear about your solution, and will have no price objections.

Video produced by CanDoGo, www.candogo.com. Sharon Drew Morgen is one of the exclusive experts for CanDoGo, a company that delivers concise advice for sales, leadership, personal development, and motivation over the Web.

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• Identified Problem
• buyers
• sharon drew morgen
• objections
• buy in
• sales