Scanning through a sales manual I wrote 25 years ago (I know, I’m old) I came across a section on avoiding objections from a prospect you’re hoping will buy something, and now.

Notice it’s not about overcoming objections, as that’s pretty hard. Avoiding them in the first place is waaay easier, and more fun.

Here are some Objection Avoidance Techniques (OATs) by a young(er) Jonny Cooper:

  • The client has misunderstood something you have said

OAT – Check for their understanding whenever you answer a question or make an important statement.

  • You have not acted on the client’s problems and needs

OAT – Ask for their goals at the start of the meeting, check again during, and confirm at the end. Then work towards solving them.

  • You have misunderstood something the client has said

OAT – Ask for conformation of important statements the client makes – “just so I understand your needs, what you are saying is….”

  • The client wasn’t expecting you to ask him to buy anything

OAT – Use a trial close early on in the meeting – “If I can put together something to meet your needs, is there any reason we can’t be getting it set up today?”

  • The client doesn’t like/trust you

OAT – Build rapport and then ensure that the client is prepared to deal with you – “Are you happy for me to work with you on this?”

  • The client wants to ask someone else’s opinion

OAT – At the first meeting, ask “Is there anyone else you need to consult before we can get started?

Good, ethical sales techniques are evergreen, aren’t they? I must write a proper book sometime

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