Shoot those objections down before anyone raises them.

Okay, it sounds aggressive, but it’s really an open, honourable way to persuade. It's also a great way to test your case before you present it.

Identifying and addressing objections

Draw a line down the centre of a page. On the left, list all their likely objections to your proposal or recommendation. Make the objections so simple and direct they qualify for an exclamation mark - like, ‘It’ll cost too much!’ or ‘It’s not worth the hassle of changing!’ (You won’t be showing them your notes.)

On the right, address each of those objections in turn. What can you say to show that the objection is not true or how you might reduce its impact?

If the objection is true, concede openly, but argue that it’s still the best way to go. Maybe, ‘It is the most expensive option, but it will save us money within a few months’.

Any important objections you can’t answer? Maybe you need to re-think your proposal.

You don't need to raise every objection directly

Focus on one objection at a time. Decide whether you will raise the objection before destroying it.

You don't have to say to a potential client, 'You may be wondering whether you can trust us'. Just show through good listening, focusing on their needs and support from your existing clients that any doubts they may have are unjustified.