Best Object

Best Object

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at

UntitledOK, here’s a great way to overcome an objection. But it requires that you use your salesmanship. And your guts – your intestinal fortitude – in the northeast where I come from it’s referred to as sales balls. Got ’em?
The concept is ask don’t tell.

Ask them their own objection, get them to answer it, and sell them on their answer. Is that cool or what? The typical salesperson responds to an objection by telling the prospect a bunch of boring (argument breeding) stuff that makes him or her even more resolute not to buy. Forget that crap. It doesn’t work. Never did. Here’s what to say instead:

“You’re right we’re not the lowest price. Do you sell for the lowest price?” They will always answer no. Then ask, “Why not?” (prospect will tell you all kinds of stuff that supports your process and purpose — exactly what you would have said — BUT he’s telling himself — selling himself). Then ask the nailer – “Mr. Johnson, when a prospect tells you your price is too high, what do you say?” The answer to that is the same one you would have given — or better yet — the one he needs to hear in order to decide to buy — his hot button. You can use this on any objection. You can use this when you feel all is lost. You can use this to make all kinds of new sales. But I challenge you before you use it, study it and become the master at it. If you want to know the answers to all the objections, become the master to all the barriers to a sale. Jeffrey Gitomer is author of The Sales Bible, and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts internet training programs on selling and customer service at He can be reached at 704/333-1112 or e-mail to
2003 All Rights Reserved – Don’t even think about reproducing this document without writtenpermission from Jeffrey H. Gitomer and Buy Gitomer o 704/333-1112