Have you ever landed a sale with zero objections? I mean, not one “no” or even an “I’m uncomfortable with this or that?” If so, that’s not selling; that’s just taking an order. You might as well ask, “Do you want fries with that?” Objections are a critical part of your sales process. Objections mean your customer is interested. Hooray! If they weren’t interested, they wouldn’t put out the energy.
My friend John sold encyclopedias door to door in college. Anyone who has ever done this type of sales knows how demoralizing it can be. Most people shoo you away the moment they see you coming.
But John had a mentor who told him something he never forgot. “Go to the houses with the signs that say, ‘No soliciting.’ They’re your best customers.”
John was baffled. “How can that be?” he asked. “Clearly they’re not interested in buying,” he said. “That’s why they have a sign.”
“Quite the opposite,” said his mentor. “They’re so scared they’re going to buy that they put up signs so they can avoid the temptation.”
John took the advice to heart. He targeted those homes with the signs and sold to nearly every one of them. He became the top salesman in his region.
The opposite of love isn’t hate; it’s indifference. When prospects are indifferent to your offer, that’s cause for concern. When they object, at least they’re engaged.