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4 Steps to Better Negotiations

If you perform the sales or persuasion process well, you’ll succeed in seriously reducing the number of objections, but they may still happen.
Transform those objections into opportunities. Here’s how:

1. Listen
Before you act on the objection, you should understand not only the objection but also the thought and emotion behind it. 

Ask questions that elicit the background and detail of the objection. Pay attention to the emotion behind it. Seek to read between the lines.

2. Accept
The next stage is to acknowledge not only the objection but the person, too. Accept that he or she has a right to object. Accept that you’ve not fully understood him or her.

You do not do this by saying ‘I accept you’. The simplest way is through your attitude. Objecting can be a scary act, and people can fear your reaction. By accepting the person, you build trust.

3. Commit
Now it’s time to get serious. With the increased understanding and trust, you have an ideal opportunity for a trial close. Get a commitment from them such that if you can satisfactorily address their objections, they’ll agree with you and make the purchase.

This is also a good method for identifying further objections. This is the point where you should be making a commitment to them—to resolve their objections. This may be difficult and cost you in various ways, from calling in favors from other people to putting in additional effort.

The decision you have here, is ‘Is it worth it?’ Persuasion is often an exchange, and you’re always at liberty to back out.

4. Explicit Action
It’s time to take explicit action on the commitments made. There are two types of objections: real ones and accidental ones. Accidental objections are where the objection is due to a misunderstanding. Misunderstandings are usually easy to address, with an apology and an explanation.

Real objections take work, but if they can be resolved, you’ve got the sale! You can provide them with that a-ha moment when they change the way they view the objections more positively.  You can also concede your way through by giving in. If they object to the price, it can always be lowered.

Source: David Straker, Changing