When I was fresh out of college, I got a job at a radio station in Northampton, MA.

I got some on-air time, but my job was promotions director. Then I realized that the people treated the best and who made the most money were the account executives.

The WWF (now the WWE) was coming to town, and I was a wrestling fan, so I took the initiative to call the corporate offices and convince the company to advertise on our station.

Man, I was elated! I had made a sale to a big account. I told the sales manager, and he was also thrilled. Before I knew it, I was in the sales department.

And that is when it started going downhill.

I needed sales training and experience. Walking into businesses cold and trying to get the owner to buy advertising time was terrifying. And I sucked at it.

One of the things that made it a horrible experience was that I dreaded getting the objection, “Radio advertising doesn’t work.” I prayed that the business owner didn’t say that, but many did, and I didn’t have a good answer. I never had the same answer twice.

There are two important lessons to glean from the true tale of woe:

First, you’ll need to list ALL your prospects’ objections and then write their answers. This is fundamental to selling, but the question is, have you done it?

Second, and this lesson needs to be more apparent, is to answer the objection BEFORE your prospect raises it. Yeah, mon. That’s was a pro does.

By the way, it doesn’t matter what form of selling you’re engaged in. Suppose you’re selling from the platform, on a webinar, in a video, with a sales letter, or belly-to-belly. In that case, you should list all possible objections and then weave the answers to those objections into your presentation.

Do that, and you’ll wallet will become much fatter.

Kick butt, make mucho DEEnero!

Dave “TV Killed The Radio Star” Dee

P.S. If you’re serious about your business, mastering the art and science of sales persuasion should be at the top of your list of essential things. NOTHING, NOTHING, gives you a better ROI.

I’m doing a small group workshop this month, where we’ll design your one-to-one sales process from the minute you meet with a prospect to closing the sale, including scripting the answers to the objections you get most often.

Would you like to join us?

Send me an email at dave@davedee.com, and I’ll send you the details.