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  • Brett Zalaski

Negotiating vs. Objection Handling

Objection Handling is a critical part of sales and the sales process. It's our ability to use our benefits and internal solutions around the biggest challenges we face. The time objection. The money objection. The price objection. The secondary market objection. The distance objection. The 'your team sucks' objection. The #COVID19 objection. The push-off objection. Our reps should be prepared to handle all of those.

But there's a major miss in how we teach objection handling. It's what happens when the objection REMAINS an objection.

What do I mean? Let's say you handle the time objection perfectly. And they still say that can't make that many games. What should a #sportsbiz sales rep do then?


Once you handle and they disagree, everything you do after that is arguing with the client. And one thing a salesperson has NEVER won with a client? An argument.

It's time to negotiate...but don't let the CLIENT negotiate. YOU, #sportsbiz sales rep, negotiate.

What does that look like?

I can appreciate that the amount of games in the plan is still an issue, Brett. How about this? Instead of season tickets this year, let's go with a half-season plan. It will get you coming out more regularly, but will also be half the commitment, time and money, you're worried about. As you get used to coming out more frequently, we can then talk about season tickets for 2023. How does that sound?

CHALLENGE them. Get them to think differently. Do not let not doing something be an option. Minimize the initial commitment.

When you effectively handle an objection for the first time, you give yourself a CHANCE to sell the product you have been talking about with the client. But once that fails, it's time to negotiate...not argue.

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