As a sales consultant, one of the most common topics I am asked about with Sales Training is to help with is Objection Handling. Sales Training Objection Handling is one of those areas where EVERYONE wishes there was a magic bullet that would just MAKE the client want what you have to offer.

There is a Magic Bullet! Wait for it!…’s called Trust!

I know it sounds way to simple right? But it certainly is not. If you break trust – you will never get it back. I know, I know many say you can earn it back, but TRUST me rarely does this happen.

So how does trust happen? Does it happen by saying “Buy now and I’ll give you what you want?” NO. It happens by saying I’ll give you what you want once I understand how I can help you.

You’ve heard me say it before —- what’s a four letter word for SELL —- it’s HELP. There are four steps to gaining trust – and it spells help.

Here is the first:

Step One:


Yes Help…

…before you say a word about your product find out what they are about. Develop at least 5 High Gain Questions to understand the following: High gain questions begin with Who, What, When, Where, Why, and Tell Me About.

To learn about High Gain Questions, follow this link to my blog on High Gain Questions.

As you ask these questions be sure that you are developing the questions based upon the information you need to help them understand their needs for your services. The more (and the sooner) you know about them and what could hold them back (the objection) from working with you the less likely you are to have any objection at all.

An objection simply means you haven’t done your homework. If they do not need your services – this is not an objection – there simply is not a match. You are not a match for everyone. BUT until you have fully understood who they are and what their need is, you have done your prospective client and yourself an injustice. What you have to offer is valuable. In the right person’s hands you will help them and their company get to the next level. So what’s stopping you?

Sample High Gain Questions:

Who they are?

Why do they do what they do?

THIS is the time to make sure you are talking to the decision maker. Find out early if there is anyone else that they need to speak with before they make the decision. You do not want to waste your time or there’s. Time is money. This is no joke. For me to go out on one sales call within an hour of my office – it cost me at least $600. Your time is precious and so is your prospect’s – don’t waste it.

What are their goals?

What are their company’s goals?

How does your service help with this?

When did they start looking at offering your services or looking for another vendor?


Help them understand why you are there and create an atmosphere of inquiry. Not one of “ask 100 questions!” But instead build your repertoire of questions for each step of the process. This will allow you to have a natural conversation around your subject matter.

You are in charge and lead the sell. BUT you will be speaking only 20 percent of the time, while your prospect speaks 80% of the time.

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