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One of the leading causes of losing a sale is not knowing how to respond when a prospective customer raises an objection. I call this the 'deer in headlights' syndrome.

As business people, we have all been in this uncomfortable situation. A prospect raises an objection about our product or service and we draw a blank as to what to say to kill the objection. Or, we stammer our way though a poorly worded answer and basically make ourselves look like an incompetent fool.

By not knowing how to respond to the prospect's objection, we make ourselves look unconfident and unknowledgeable, and nothing kills a sale faster than lack of confidence. Think about it. When was the last time you bought something, especially something expensive, from a salesperson who did not know how to confidently answer your questions, particularly when you raised an objection?

So, how do we solve this problem? The answer is actually very easy. You solve it by creating and memorizing a sales objection script book.

A sales objection script book lists the most common objections you hear from prospects and customers followed by 3-5 responses to each objection. You will find that in nearly any business you have about ten main objections that you hear over and over. Here are some examples of common objections: It is too expensive. I need to think about it. I want to shop around to see if I can get a better price. I need to talk it over with my wife/husband/partner first. When you hear these objections, do you know exactly what you need to say to kill that objection? If you do not, you are losing sales and hurting your business. That is why you need to create and memorize a sales objection script book.

The way to create a sales objection script book to handle these objections is to take a spiral notebook and at the top of each page write one objection to buying your product or service. Then, under the objection, write 3-5 powerful responses to kill that objection.

Now comes the important part. You absolutely must memorize these responses so the next time you hear an objection, you know exactly how to respond to it. Understand that sales is a game of psychology and positioning, and the best way to win the sales game is to know precisely how to answer objections before your customer asks them. Doing this will make you look and feel incredibly confident, and this confidence will impress your prospects and lead to more sales.

To maximize the power of your sales objection script book, review it every day before work so your responses are always clear in your mind and you feel confident. Make your responses become an automatic reflex as if you were performing sales martial arts.

Also, as you come up with new and better responses to objections, make sure to add them to your script book and memorize them.

By creating and memorizing a sales objection script book, I guarantee you will make more sales and making those sales will be easier than you ever thought possible.