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Avoid Costly Consequences: How to Keep from Assuming You Know Why the Customer Doesn't Buy

By Janet Carter

As you compile the list, be sure to distinguish whether these are the objections you actually heard from the customer, or whether they are your assumptions as to why they didn't buy. There is a difference. And it's usually the difference between whether you make the sale and whether you don't!

Rather than uncovering the real barrier to the sale, assuming the objection becomes a detrimental process that spreads like a virus throughout every sales call. Assumptions are not based on the customer's truth but rather on your theory of the truth. Sometimes, these assumptions take over during sales periods when there is considerable pressure to sell what's marked down or in stock. Other times, we're just too busy to give the customer the time she deserves. We try to hurry her to make a decision and, unwittingly, hurry her right out the door.

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