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Guest post by: Cheryl A. Clausen Become an Author

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It’s really frustrating. You had a good sales conversation. The potential client seemed on-board. Then you get to the part where the potential client has to make a decision to move forward, and all of a sudden they stall.

They have to get back to you. They have to check with someone they didn’t mention before. They have to check on a few things. They need to think it over. On and on and on…

What happened? You were so close things went so well, and then you get the duck and dodge. Where did you go wrong?

You failed to deal with and take care of the worst objection of all. The one that’s never spoken yet always under the surface. The one that kills more sales than all other objections combined.

It’s easier to do nothing than it is to do something. Even when that something would really benefit you. It’s just human nature at work.

Presume the potential client will always choose to do nothing, and counter the objection head on. During your sales conversation you helped your potential client develop a clear picture of what their life would be like if they owned what you offer. When your potential client wants to get that desired future your offer creates this is very motivating.

Not everyone is motivated by the same thing. Many potential clients are far more motivated to avoid what they don’t want or to remove a problem than they are to get something they do want. You have to help your potential client develop a clear picture of exactly what will happen if they don’t act.

How will things be a month from now if nothing changes? How does that impact them? Can they live with things staying the same or getting worse?

Now you’re helping them move away from doing nothing, and toward doing something. When what you have to offer is the right thing for them they’re very likely to move toward you. They’ll take the action you want them to take to get what they want because doing nothing is no longer the easy choice.

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