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“People hate to be sold anything, but they love to buy. “

September 27, 2013 Headline News, Leadership No Comments Email Email

Rick Coles Interviewed on Small Talk, Big Returns on Singapore Radio’s 938live:Richard logo

The purpose of the last 2 articles and audio interviews is to give us a greater understanding of selling and the so called sales process. By the end of the series we will be more confident when meeting potential and existing customers face to face.

As you may recall from my earlier articles I was in airline / travel industry for some years and very active salesman with Qantas and KLM in UK, Australia and Europe. Then I entered the training area abroad with airlines KLM, Gulf Air and Emirates where I was involved in training salespeople at many levels. At KLM in Holland I trained, facilitated and had the chance to listen to many guest speakers in literally hundreds of hours of training sessions. With the 10,000 sales calls, classroom and training experiences in over 50 countries, I would like to share with you some common sense tips but they are not always common practice!

Certainly our customers have fears, but probably a salespersons greatest fear is rejection. It’s simply a human fear in any part of life but in sales it’s feared greatest. We all know that. It represents a loss of time, prestige, ‘face’, self-respect, and importantly extra revenue. What can we do to cope?

Every objection is some version of:

  • I am not the decision maker.
  • Not the right time to buy.
  • Price is too high or more than I expected.
  • Just shopping around or “I’ll think about it”. 

Though customers may say “no” in different ways, their objections generally fit in these four categories. When fit into these categories, we can see that the objection becomes a practical, manageable situation for which we can prepare. It’s an opportunity!

And here’s the formula to overcome customer objections:

  1. Relax, acknowledge and restate their objection
  2. Solve the problem by building value, creating urgency or clearing up any misunderstandings
  3. Ask for the business again! 

After you’ve built value in your product or service, ask for the sell again! Remember, you won’t close 100% of the sales you don’t ask for! Overcome rejection by handling customer objections with this simple formula.

For some salespeople, objections are as feared as outright rejection, but actually objections are to be welcomed. Yes, welcomed. Think of the alternative – they just go somewhere else! We all do it. At least with an objection you can do something about it, that is, counter the objection. Objections are merely slowing up the buying process, they are indirectly saying “why should I buy from you” “what’s in it for me?” So, you need to be really prepared for these objections and have sensible counters or answers to them. Now, enjoy the audio interview on this subject and others.

Successful Sales Techniques interview with Rick Coles (Part 5)

“Increasing your sales numbers is a matter of creating an effective selling framework and listening more than speaking. It requires being a good communicator and reading your client’s body language well to determine their interest then adjusting your communication style to get them interested if they’re not. But what if it all fails? How can you deal with rejection and follow-up effectively in spite of it? Our Guest: Richard Coles of Coles Training International.”

Here’s the link to interview 5.


This six-part article/audio series is only a part of what sales and customer service is all about. There’s much, much more. I hope it will be useful, and if you would like to learn more or if your team, office, or organization could use an energizing refresher or full sales course, let Coles International Training know. I would be happy to talk to you about possibilities. Thank you and all the best in your selling.

Written by : Richard Coles

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