It is likely in any selling situation that obstacles will have to be overcome before a customer will be ready to buy. Often salespeople make the mistake of "handling" objections in such a way that the customer is turned off. Resolving objections effectively is a process that involves careful, sensitive listening along with positive, factual responses to customer concerns.
We must understand that customer objections are not always rational. Often objections are totally emotional. We must respond to our customers' emotional needs, along with the obstacles preventing them from buying, if we want to build long-term relationships.
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