Isolate the Real Objection

By Tom Black

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Follow the Logic of the Prospect's Objection
Now when it comes to answering any objection, a good idea is to isolate the objection. In the banking world, I often heard bank CEOs say, "I need board approval." So I would know if this was a real objection, I'd isolate it like this:

"Mr. Jackson, if it wasn't for the Board of Directors, is this something you'd definitely do?"

If they said "yes," the next question was:

"Well then let me ask you this -- Does the Board usually approve the things that you strongly recommend?"

Whether the answer was "yes" or "no," I'd say:

"When is the next Board meeting?" (I'd check my calendar) "What I'd like to do is be there that day. If you want me to present the program to the Board, I'll be there. If you don't, I'll just be there to answer any questions the Board has about the program. I can even just wait outside while you meet, and just be here in case the Board has a question. How's that sound?"

Now, if the prospect has agreed to all of this, then they are serious about buying, and you have isolated the real objection. If you get a balk or a stall anywhere in this part of the process, that means you have not found the real objection.

The banker may then say, "I can handle everything with the Board. It's really just a rubber stamp."

I'd say, "Okay, but Mr. Jackson, let me ask you this -- What do you think the Board's objection might be?"

This is inviting the real objection yet again. Whatever the banker says the Board's objection could be is probably the prospect's real objection that he never told you. Prospects are funny like that.

From: The Boxcar Millionaire
© 2007 Tom Black Center for Selling, Inc.
CJW-029-014159

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