If you’re like me, you dread talking about certain things with your prospects because they’ve always caused you problems. But, deep inside you know that it's just a matter of time before you get asked about it – and then you’ll stumble through a lame response that makes you sound like a total loser.

So what should you do in these situations?

You have to be willing to raise the sales objections yourself.

And, before you do that, you need figure out what you’re going to say. You might even need to experiment with different versions before you find a response that works.

For example: pricing. If it’s always a sales objection, then you’ll want to address it early on. Ask your prospects if it’s the key factor in their decision. They’ll probably say it’s important but not the only thing. That’s when you say, “That’s good because we’re not the lowest cost provider and there’s good reason for it.” Of course, you’ll need to be able to clearly articulate your value too.

Another example: Say you’re a small company competing against the giants. It’s something you can’t change, so you need to deal with it. Bring it up early – and then talk about what you offer instead. More personalized service.  Faster responsiveness. More customization. There are benefits of being small. It’s your job to convey them.

So what are the elephants in the room that you’re tiptoeing around? What areas do you dread talking about? 

Once you identify your most common sales objections, start working on how to proactively bring them up when you meet with prospective customers.

That's they only way for them to lose their impact!