Objection handling is one of the most misunderstood and under appreciated aspects of selling. Inexperienced sellers will invariably see objections as a negative.

But, in truth, objections are hidden buying signals. They're like gold when you first find it: dusty lumps of earth, coated in mud and muck -- not much to look at, and easy to mistake for something that's not worth your time.

The truth is this: to object to something, you must first care enough. Beware the buyer who sits in front of you, giving you the occasional nod and saying little more than "that sounds great". I'll take a buyer who fights back a little any day.
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