Years ago, 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 who were 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 somehow 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 had no sales training and no 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 to it. In fact, I never had the same answer twice.
There are two important lessons to glean from true tale of woe:
First, is you need to create a list of ALL objections your prospects could have and script out the answers to them. This is a fundamental of selling, but the question is, have you done it?
Second, and this lesson is not so 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. If you’re selling from the platform, on a webinar, in a video, with a sales letter, or belly-to-belly, you should be creating a list of all possible objections, and then weaving the answers to those objections into your presentation.
Do that and you’ll wallet will become much fatter.
Have a great weekend.
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 to do. NOTHING, NOTHING gives you a better ROI. Dr. Dee can positively increase your sales and put more DEEnero in your coffers. All you need to do is become a Dave Dee Inner Sanctum VIP. Click on this link to get the details: