You as a salesperson should give every opportunity to the prospect to ask questions and make objections if he is inclined to do so. It is frequently desirable to assist in bringing out these questions and objections. Sometimes the very best arguments you can make are based on objections by the prospect, especially if you are thoroughly prepared.

To ignore or try to dodge them is a confession of weakness which will not be overlooked by a prospective buyer. It is an opportunity for you to treat the question raised as if it were a point you would have reached very soon in his talk even if the buyer had said nothing about it. The objection raised will frequently give you an opportunity to carry the suggestion it contains to the point where the idea will answer itself by becoming an absurdity.

Among the usual objections are:

1. The product is cheaper elsewhere.

This may or may not be true. You may not know whether the statement is truth or false. If you know it is not true, it is not a wise plan to say so in a blunt, positive way. Neither is it wise to offer to bet that it cannot be done nor to offer an amount of money to charitable institutions if the prospect can make his word good. This comes too near an insinuation that the prospect is speaking falsely, and while he may know that what he says is false, he does not wish to be told so.

2. Good points of a competitor's goods.

An objection raised in this form is usually made for the purpose of starting you on a discussion of a competitor. This is always dangerous ground. You should say as little about the competing product as possible, emphasizing the points of difference strongly, and demonstrating the superiority of your own goods in quality or in make.

3. The article costs too much; cannot be afforded

If you can show that the product you are selling will produce or save for the buyer more than it costs, your prospect cannot afford to be without it. Two classes of buyers raise this objection. In one class are those of whom it is true or for whose purposes a cheaper product will serve as well. In the other class are those who desire to put the salesperson off or whose experience has not been sufficient to enable them to know that the best is the cheapest in service and satisfaction.
To those in the former class you should make no further effort to sell. For those in the latter class you have a message. The price paid for a product
is forgotten, but the service secured from it and the

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