You cannot help someone that you cannot understand.
Understanding is one of the key foundations of overcoming objections in sales. If you move to aggressively push past or handle sales objections, you will only make things worse. Customers want to know that you are genuinely listening to their concerns. By showing that you understand why they are objecting first it becomes far easier to overcome the objection.
Sales Psychology 101: Overcoming Objections in Sales
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