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Momentum Biz Tip #4 (to save the sale)

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May 22, 2024/in Selling & Biz Tips

This Biz Tips series is inspired by the modules in our Momentum Accelerator.

Biz Tip # 4: Know the difference between an objection and a clarifying question


Lacy Starling has been in sales since her first college job. She shared this tip with me.


When you’re trying to make a sale, you will probably encounter an objection that your customer has. While it’s essential to be prepared to address objections, before you dive into it, pause for a moment.

Ask yourself whether your potential customer was sharing an OBJECTION or asking a CLARIFYING QUESTION.

A clarifying question may sound at first like an objection, but it’s actually just a request for additional information.

For example, your prospect might ask “how do I know if I’m right for this?” On the surface, you may see this as an objection—they don’t see the value in what you’re offering. However, what may actually be happening is that they do not understand the criteria or value of your offer.

A clarifying question is an opportunity for you to elaborate or explain. You don’t need to be defensive or feel pushy. You can just say, “thank you for asking that. Let me tell you more.”


Why you should care:

When you mistakenly treat a clarifying question as an objection, you may unknowingly shift the conversation to a “you against them” vibe. This can be a turnoff for your prospect.

By keeping the tone informational and helpful, you could save the sale.

Give it some thought.

It’s a good sales practice to come up with a list of potential objections and plan the ways you could counter them.

While you’re doing that, it will be helpful to also create a list of potential clarifying questions. These often have the words “how, why, where and when” in them.

Prepare your responses or think of ways you can answer the questions before they are even asked. For example, does your website provide enough clarity in your offers?

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Written by Jill Morenz, President & CEO at Aviatra Accelerators


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