Often, in the selling process, we encounter an objection that, while it may be very legitimate, is not the true reason for the prospect’s hesitation. This might happen because the prospect is too polite to share their real reason and doesn’t want to hurt our feelings (even though we’d rather they did) or, he or she simply might not be aware of what their true reason is.

When you suspect either of the above, you must be able to isolate their true objection, otherwise you won’t make the sale, and your prospect won’t get to enjoy the benefits your product or service can provide them. And, just as importantly, you must be able to do this tactfully and non-manipulatively so as not to cause their feeling defensive.

In this instance, simply ask the following question: “Mr./Ms. Prospect, in addition to {their stated objection} is there anything else that would keep you from going ahead and taking ownership?”

Upon thinking about it, they might say “No, that’s it.” If that’s the case, then, if you can answer their objection to their satisfaction and alleviate their concern, you’ll have the sale.

What they’ll probably say is, “Well, I’m also concerned with the fact that . . . {their true objection}. Now, very gently determine if “that” is their true objection. When they say “Yes” now you’re in a position to answer it, make the sale, and have everyone come out a winner.

With the amazing success of the recent Go-Giver Tour launched by four young entrepreneurs out of Chicago, I’m more and more impressed on how today’s young mavericks have not only grasped the mechanics of social media but have an almost intuitive understanding (I’m sure combined with lots of study) on how to effectively work with it; especially when it comes to positioning and branding themselves.

The latest phenom is a young turk out of Boston by the name of Dan Schawbel. His book, Me 2.0: Build a Powerful Brand to Achieve Career Success has just been released and he’s using the very same principles to brand the book as he has to brand himself.

I was honored to read it when it was in manuscript form and happy to suggest your purchasing it. This 20-something has about 120-something years worth of wisdom to share.

Click here to order your copy.

This morning I was at Dunkin’ Donuts for my usual Sunday treat of two donuts, two cups of coffee, and three hours of reading (in between saying hello to some regulars).

This was a new Dunkin’ store that opened a while back and they – just yesterday – had their official grand opening, complete with celebrity guests and free merchandise, one being a Dunkin’ Travel Cup.

Having a bunch left over, they decided to give them away to those standing in line. The Assistant Manager, a very nice young lady, handed them out by saying, “We had these left over from yesterday so we’re giving them away.”

While the gesture was nice, it was not nearly as effective in building goodwill as it could have been.

Why not? Because the words she used communicated no value to the customer; only to the store. She might as well have said, “We wanted to get rid of em’ yesterday but since we didn’t we’re going to pawn them off on you right now.”

Instead, she could have communicated value and planted positive goodwill seeds simply by saying, “These are for you as our way of saying thank you for being our valued customer. They’re guaranteed to keep your coffee hot, and in the cup instead of your lap.” Said with a warm smile (which she has) it would have gone over great!

Of course, the cup itself has the same “actual” value regardless of the language she used. But its perceived value would either rise or fall based on how she “communicated” that value to her customers.