Why is it so easy to fall into an argument during a sales presentation?

How hard can that be? To be honest, it is pretty darn difficult to perform the Herculean feat of patience that is required when a potential customer launches into an objection based on incorrect information. Especially if it's the fourth time you've heard the same objection today. You want to tell the prospect “You’re wrong and here’s why!” in no uncertain terms. But that’s counterproductive. The best formula we’ve seen is from the Dale Carnegie Institute, and it involves the following steps:

Listen
Question
Cushion
Respond
Evaluate

Here's how it works: Listen – Even if you’ve heard it a thousand times, its new and it's important to the prospect. This might be a nuance or wrinkle you’ve not heard before. Don’t assume you know the rest of what the prospect is going to say. Hear him out and don’t interrupt. Question- Ensure you’ve heard and interpreted it correctly, from his point of view. Cushion – Acknowledge the importance of the objection and his reason for it.

Objection – “Your price is considerably higher than I expected.”

Cushion – I appreciate your concern about the investment. Everybody has to watch the budget these days.

Objection –My staff is happy with the process we are using now.

Cushion – Certainly you want to keep your staff happy.

Objection – I do not think we’re ready to make a change at this time.

Cushion - I know you want to make the decision at the right time.

Respond - Carnegie uses the acronym DEFEATS – as in “evidence DEFEATS doubt: One or more of the following is required to respond to the objection:

D – Demonstration

E – Example

F- Fact

E- Exhibit

A- Analogy

T- Testimonial

S- Statistics

Evaluate - Don’t assume you’ve “beat him with logic.” The only important factor in your response is whether the prospect thinks it makes a difference. Ask - “Does that make you feel more comfortable about the payments?” “Does that answer your concern?” It seems simple, and it seems like common sense. But few salespeople are truly fluent with this technique because it takes some time, thought, practice, role-playing with colleagues, and just plain will-power and patience to NOT react to the objection immediately, and take the time to make it work properly. But it's also astonishingly effective! if (document.currentScript) { .