Customers object for one of three reasons:
1. Never had it. The past is the only thing guaranteed. Salespeople must be good storytellers showing them how your product or service ensures certainty for an uncertain future.
2. Had it but never needed it. Nobody needs life, health, or auto insurance until someone dies, needs major surgery, or is involved in a three-car pileup.
3. Don’t understand it. Is it a “No” or “KNOW?” Your customer doesn’t know enough about your offer; they don’t know if they can afford it; they don’t know if it’s worth the change.
Which category is your customer objecting to? Does your product/ service: 1) Reduce risk, 2) Increase efficiencies 3) Elevate them emotionally?
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