In the context of personal selling, what does it mean to overcome objections?

Objections to buying are common. Good salespeople anticipate concerns and are prepared to counter them. Once objections surface, a salesperson will provide more information about the product and turn these objections into reasons to buy. Often bringing in other experts from the company to address any objections is helpful to address areas outside of a salesperson's expertise. This provides an opportunity to establish a rapport based on trust between the salesperson, the company, and the prospect. Overcoming objections can be the beginning of a mutually beneficial and lasting relationship.

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