Reality check:  buyers won’t always buy; sellers won’t always sell. Sometimes it’s because of…

• Inadequate resources

• Misgivings or jitters

• Deficient information

For one reason or another—whether valid or invalid—some folks are gonna call it quits. You cannot make someone buy or sell because it simply isn’t your decision to make.

Notwithstanding, many sales professionals get rattled by objections—scared of not knowing how to handle them properly. But the fact is, there are most certainly objections one cannot, quote-unquote, “handle.” Understanding them, on the other hand, is something altogether different.

Objections, whether based on fact or fiction, are data-points. They help to convey what matters to the client. There are no Jedi mind-tricks to be performed – which means, consequently, that the pressure is off. The very best sales technique is (and always has been) service.

It’s easy to become intimidated by objections or react defensively. Resist that urge. Instead, train yourself to hear the objective, not the objection, and resolve to help your clients overcome their obstacles.