Take Advantage of Sales Objections

Barry Farber's Guide to Handling Sales Objections (Career Press, 2004) can help retailers understand and resolve customer objections. Farber, a corporate trainer, discussed the book with JCK and highlighted areas of relevance for retail jewelers. What lessons about dealing with sales objections can jewelry salespeople learn from your book? If you build good rapport with a customer, learn everything you can about them, and gain their trust, that's probably the best way to overcome potential objections before they arise. This means listening and observing; learning all you can about a customer; knowing your products and services inside and out; and, most of all, being yourself. People can see right through someone who adopts an artificial “sales personality.” I find that for customers who have a strong relationship with a retailer, price, the most common objection, typicall

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