Objection handling is undoubtedly one of the core skills defining your potential as a seller.

But it also requires a healthy dose of courage.

It’s hard looking a buyer in the face and asking her/him what they object to. Your courage will naturally increase when you assume that all buyers have some misperception or judgment about your offering that is not favorable.

It’s your job to fish it out of them.

To sell anything, you must uncover the truth about their perceptions of your offering; time is wasted if you don’t actively and effectively push to what the buyer really thinks.

Try this, "Mr. Buyer, nothing is perfect – including our offering – and therefore, I’m curious about what you find to be the imperfections of our offering?"

You’re not slandering your product or company, you’re making it easier for your customer to share.

Once you get the truth from the buyer, you can begin to deconstruct misperceptions or holes in their knowledge about your value. This next step of objection handling requires time…don’t rush the solve. While your customers won’t offer you unlimited time with them or multiple meetings, you can’t move too quickly and hammer away. Go slowly.