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Are Sales Objections Real?

Yesterday, in "How to Kill an Objection For Good", explained how to put an objection permanently to rest. It's a useful, classic technique. However, I would be remiss if I didn't point out that there's another school of thought when it comes to objections.

Some experts in selling techniques believe that answering objections individually is like playing whack-a-mole with hydra heads. You can't really win, because all objections are actually just reflections of the customer's state-of-mind. Objections are just another way of saying:

I am not yet convinced of the value of buying.
This school of thought believes that should focus on working with the customer to create a value proposition that makes overwhelming financial sense, and then the individual objections will disappear.

It's really a profoundly different way of looking at sales. The traditional sales model assumes that the sales professional is actively persuading the prospect to buy, in which case overcoming objections is simply part of the sales process leading to the close.

In the more consultative model, the sales professional is supposed to be helping the customer decide whether or not buying makes sense -- and is willing to concede that it might not make sense. In this case, objections aren't all that important.

READERS: What do you think? Is it possible to sell without answering objections?