Perfect Pitch: "What! You disagree with me?"

Sometimes, when I'm trying to acquire a new client, people disagree with me. They may even resist signing on with me. How can something like that possibly happen? 

I'm sure you've had similar experiences, so how can you identify exactly what the problem is? Let’s look at three general guidelines for exploring "no"...

First, hear the objections out. Give the client your full attention and avoid the temptation to think about your response while he or she is speaking. Learn to be an active listener. That means not only hearing what the client is saying, but you’re also trying to discover the deeper meaning behind the words. 

Second, rephrase the objection in the form of a question. That gives clients a chance to expand upon their concerns. It also reduces any perception of pressure. By having the opportunity to explain the problem, sometimes a client will even answer their own objection. 

Third, answer the objection. Make an effort to connect your answer with the unique goods or services you have to offer. Locate the objection within the long-term picture of your relationship with the client, then narrow the discussion to create sharper focus. 

Try to get agreement from the client that the objection has been fully resolved – but recognize that this isn’t always possible. If that's the case, suggest that you’d like to give the objection some more thought and that you’ll get back to the client very shortly. Don’t let a meeting turn into a discussion of a single issue. Stand up, smile, shake hands, and repeat the key phrase: "Let's keep talking!"