The nature of an objection is based on the fact that the buyer’s heart and his mind are engaged in a struggle. As we know, it’s the heart that does the buying and the mind that prevents the purchase.
Objections may be due to one of the following six causes:
1. The buyer’s fears
2. Buyer’s unwillingness to change his buying habits
3. Objection to some feature of the product; or to the proposition itself
4. To general conditions
5. Buyer’s opinion of the salesperson
6. To a “personal” cause that the buyer presently has
