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Guest post by: Cheryl A. Clausen Become an Author

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As you’re holding a sales conversation with a potential client there are three conversations going on. The outward verbal conversation between the two of you, the inward conversation in the potential clients mind, and the one you’re having in your mind. Currently you monitor two of those three conversations.

Yet, that leaves one-third of the entire conversation in limbo. And the one-third in limbo is the most important conversation of all. The conversation in the potential clients mind is the one that determines your sales success.

You could continue ignoring that conversation and hoping for the best. If you do you’ll continue to miss out on sales that could have succeeded. The better way is to take care of that internal conversation through the external two-way conversation.

If the potential client you’re speaking with is at all serious about purchasing what you have to offer there are 4 key objections that will come up in their mind.

1. It won’t work or it won’t work for me.
   
   
2. It’s too hard or it’s too simple.
   
   
3. I don’t have enough money to buy this or it’s too expensive.
   
   
4. It’s easier to do nothing than to make a buying decision.

Keeping these objections in mind you’ll want to watch for opportunities to weave points into the conversation that remove these objections without the potential client ever having to voice them. There are a number of ways to do that. You can tell stories, share case studies, show visual proof, offer a trial period, etc.

When you proactively work to remove objections before the potential client actually voices the concern you benefit. You benefit because it lowers the resistance within the potential client. You get to control what the potential client focuses on. Plus your potential client appreciates your ability to see things from their perspective.

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