Buyers don’t share the full truth about how your offering fits because they don’t want to get hammered.

(Let that sit for a moment.)

Most sellers hear an objection, and they immediately rush to solve it. They hammer.

But if most sellers took the opposite approach, the buyer might solve their objections themselves.

Start with a question to get the buyer talking, then let ’em talk more. Feed their desire to be heard.

Try this question, "It’s normal at this stage in our discussions for you to be thinking about issues that could derail us…why don’t we get ’em out in the open so we can make progress?"

The first and most important part of objection handling should be to get the buyer to share the truth they feel about your offering. The solving comes later.

One thing is sure…if you don’t proactively invite your customers to talk about problems, they’ll keep hiding, and you’ll wrongly think you had a good meeting.