Problem: Objections are probably the most misunderstood area of selling and typically salespeople are not very good at dealing with them.
Analysis: Experience tells us that objections are really not “buying signals” like the sales gurus of old have told us. In fact, objections could be deal breakers if we don’t handle them properly so most salespeople would rather not deal with them at all. Traditional methods of handling objections (memorizing ten ways to defeat the price objection, etc.) are not real world solutions for most salespeople. They can’t remember most of them under pressure anyway, so avoidance becomes the strategy.