The best salespeople handle objections before the prospect has a chance to bring them up. This is called “owning the objection.” If the prospect raises an objection, they own the issue, and you must now defend it. If you present the issue first, then you own the objection, and you have the opportunity to present the issue in the way that best suits your prospect and product.
Here’s an example: Let’s say that the major competitor to the 7.5hp compressor you are presenting has a 9hp motor and this could be a point of concern to the prospect. As you are presenting the motor information, during that part of your demonstration you could say something like, “You will note that our compressor has a 7.5hp motor and some of our competitors have a 9hp. The things to remember are that Jenny has been in the compressor business since 1927, so they have a long, successful history of making great products, and a 7.5hp motor will use less electricity than a 9hp motor, which will save you some money.”
Now if the prospect has a presentation by that major competitor after yours, they will not be impressed by their 9hp motor and will hopefully remember the point about saving money.
You owning that objection will be a whole lot easier than defending your product when the prospect says, “Your unit only has a 7.5hp motor and the XYZ brand has a 9hp. Yours seems underpowered.”
