I love working with sales teams exploring sales techniques and best practice. And when it comes to sales effectiveness, learning to deal with sales objections are close to the top of the list. What’s interesting though is the number of sales people who are taught that sales objections need to be overcome, and to close the sale at the earliest possible opportunity. Hence many sales people see objections as challenges, or as even as rejection, and become quite defensive. In this episode I explore how objections are actually opportunities.