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Two Fantastic Examples of Addressing Sales Objections


Dave Kurlan is a top-rated keynote speaker, best-selling author, sales thought leader and expert on all things sales and selling.

objectionsI'm exposing myself to criticism again today.

It seems that each time I use a political example, I'm attacked for making a political statement.  However, I never made a political statement on this blog and never will.  I simply use examples, from both sides, to illustrate sales lessons.  If you don't need proof, scroll down to the last 2 paragraphs for today's examples.  

If you need it, I'll offer some proof that I don't make political statements.  As you read these, ask yourself whether I'm taking sides or simply pointing out good and bad things the politicians do and subsequently apply those lessons to selling.  Exactly 8 (including today) of the 985 articles, which I've posted to date mention politics or a politician.  By my count, 3 were favorable for Obama, 1 for Ann Romney and Chris Christie, 0 for Mitt Romney, and 3 that were unfavorable for Obama.  Can't get any more balanced than that!

Sales Force Lessons from Gates, Crowley and Obama  

Obama and McCain - Competing Salespeople Fighting for the Big Sale 

Obama and Friends on Stage - Implications for the Sales Force 

Did President Obama Do More Damage to the Image of Salespeople? 

How Dan Pink, The Heaths, George Steinbrenner and Kurlan Might Prepare Your Sales Force for Change 

Two Keys to Selling Success from Ann Romney and Chris Christie 

10 Keys to Solving the Sales Performance Issue 

Examples of Addressing Objections

With those examples out of the way, now I'd like to share a 10-minute video clip of Bill Whittle.  This is NOT a political statement on my part.  I'm simply sharing HIS two examples of how Romney and Obama should have responded to their critics.  Bill's speech is to a conservative Republican audience.  Forget the politics.  It isn't about that for me.  Just get the lesson on how objections should be addressed!  The point was that both Romney and Obama went on the defensive and attempted to hide information, and confuse people with their spin on the facts and history.  
These are GREAT examples!!!  In the clip, Bill handles the objections (in Romney's case - "you're too rich and can't relate"; and in Obama's case - "Benghazi was a disaster") head on and aggressively took responsibility for what both were accused of.   While it is still advisable to ask questions to better understand the objection, at some point either the original objection or the newly uncovered concern must be addressed.  It doesn't get any better than this.  It's worth the 10 minutes that it will take to watch.

Thanks to Rocky LaGrone for passing the clip along to me.

© Copyright  Dave Kurlan All Rights Reserved

Posted by Dave Kurlan on Wed, Dec 05, 2012 @ 07:49 AM


awesome video of bill whittle, loved every second of it regardless of your politics ;)

posted on Wednesday, December 05, 2012 at 9:18 AM by sean patrick

Dave, I watched the video and am asking my question from sincerity without sarcasm. 
Question: What is "the lesson on how objections should be addressed!"?  
As you pointed out, the presenter is speaking to a conservative Republican audience. The audience loved it! But I didn't see or hear him answer a single objection that his audience would make. His audience already believed his conservative Republican message.  
I am not of the conservative Republican persuasion. The first of the two "objections" he answered did the opposite of persuading me that his message made sense. My main reaction was thinking this: "This is mainly a stronger way of saying the same crap that didn't make anymore sense to me than when I heard it stated in different ways in the recent election. He's stating it so strongly and categorically that I am absolutely sure he either has no idea what the facts are... or he's doing the typical political thing that both parties do and is just BS'ing me and misstating and avoiding the facts." 
The second subject was one in which I could not identify with raising the objection that he answered. His response, however, appealed to me as little (zero) as it appealed greatly to his audience.  
Again, Dave, without sarcasm I'm asking what the heck I'm missing. I saw good examples of how to 'preach to the choir' (the people who already believe you), but I didn't see anything that helps communicate to people who are not already on board with what the speaker is presenting. 
I'm sure I'm missing something, and I may be amazed at what I was missing. This is my honest reaction to the video and my question to you.  

posted on Wednesday, December 05, 2012 at 10:17 AM by Phil Hamilton

Hi Phil, 
I figured I would hear from you pretty quickly. 
The point was that both Romney and Obama went on the defensive and attempted to hide information, and confuse people with their spin on the facts and history. 
In the clip, Bill handled the objections (in Romney's case - you're too rich and can't relate; and in Obama's case - Benghazi was a disaster) head on and aggressively took responsibility for what both were accused of. Hope that helps. 

posted on Wednesday, December 05, 2012 at 10:59 AM by Dave Kurlan

So many of us are too scared to meet the objection head on. And Bill handled this well. 
And more to the point this was structured, bullet pointed and delivered convincingly. 
Also, in a sales world where 90% of the value is not even put on the table, and where that value should include a slice of our values there is a lesson from the election. 
Be yourself,  
Make sure you know what they want. 
Put all the product out there (the day after decision day is too late) 
Point them where the value lies  
Close them don't stroke them  

posted on Wednesday, December 05, 2012 at 12:48 PM by John Hill

Good blog. 
I agree that whether you are a candidate or a sales person, your client or party members need to know where you stand. You need to answer the questions asked of you and be clear and concise. I think the speaker in this video was defensive and shouldn’t have been especially when he spoke regarding Romney. Just answer, no need for the emotional details. When he answered for Obama regarding Benghazi he was more direct especially in what he would do as President. (more political with Obama’s answer but a direct clear answer). But then he was talking to conservative GOPers. 
As I said your point is well taken and good examples. Nothing like 2 years of campaigning and windup not really sure where each candidate stood, what they really believed etc. Imagine if your selling and your pospect end up confused. You just lost a sale. 
But then again Romney got 47% and lost his "sale".  
I hear a lot of whining from that side and still wonder where we are headed. Off the cliff or not?  
Time to work together for the good of the nation as a whole. Take the lessons learned and get better at what you do. Close the sale in the future. 
Thanks, Eddie 

posted on Wednesday, December 05, 2012 at 2:10 PM by Ed Kleinman

Just so you know the Bill Whittle link comes up as no longer available.

posted on Thursday, December 06, 2012 at 1:46 PM by Douglas Wick

Thanks for the heads up Doug - I'm looking for an alternate site with that video right now.

posted on Thursday, December 06, 2012 at 1:47 PM by Dave Kurlan

Got a new link: 
Bill Whittle 

posted on Thursday, December 06, 2012 at 1:50 PM by Dave Kurlan

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