I've written about a man named Joe Sugarman in this newsletter before, not only because of his iconic status in the world of marketing, but also because I had gotten to befriend him and know him personally. In fact, he was one of my business mentors.

 

Sadly, he passed away a couple of years.

 

Many of his most important sales and marketing lessons can be found in his book, "Triggers: 30 Sales Tools You Can Use to Control the Mind of Your Prospect to Motivate, Influence and Persuade."

 

If you don't own it, I suggest you buy it and add it to your library. It is absolutely essential for any entrepreneur.

 

Anyway... two points I want to bring up that Joe talks about in the book that have to do with OBJECTIONS:

 

 

Please read the above items in RED again. Being armed with this information -- AND FOLLOWING IT -- will absolutely improve your chances of closing a sale.

 

The prototypical example of this is the Realtor who knows of certain negatives in a property that will turn off a buyer -- and rather than trying to hide it or avoid it, they bring it bring it up early and resolve it.

 

"Ms. Buyer, I know the construction that happening across the street is on the loud side and isn't the most esthetically pleasing... but keep in mind... it won't last forever. And once it's completed, it will probably raise the comp values of the entire neighborhood. So, you just have to deal with a little bit of short-term inconvenience in order to get the long term payoff...  and it's totally worth it!"

 

This type of scenario can be found in pretty much every business or profession.

 

I can assure you, it's much better than not saying anything and hoping the client doesn't notice the construction -- be the first one to bring it up!