Objection is a useful way to understand what someone wants or needs. “I might buy that, but I need a red one,” helping you understand that color choice is important to this person.

Sometimes, objections can be overcome. “I just found a red one in the warehouse,” of course, dealing with color issues.

If this happens, if the new information overcomes the previous objections, it will usually follow new objection. “You said your security concerns were resolved in this peer-reviewed study…” Then there was another objection, another…

What actually happened was that this person was saying, “I’m scared.”

It may be, “I dare not tell you that I am not interested.” But more likely, “I am afraid of the unknown, I am afraid of what my friends will think, I am afraid of money…”

People won’t tell you they are afraid for two reasons. First, because our culture tells us that fear is worthy of shame. But more importantly, because we worry that if we share the fear, you will push us forward, and we are afraid to do that.

When dealing with people who are afraid, when they are opposed to important things, it is easy to imagine that more evidence will make a difference-the most important thing is the objection. But more research on efficacy, public health or performance will not resolve real objections.

Money (“too expensive”) is a common objection, but this is usually not the real reason. Price is just a useful way to end the conversation.

“I’m afraid” is something we don’t want to say, so we seek opposition.

What causes forward movement? Either cultural change or peer recognition, which will reduce fear. Or sometimes, the fear of doing nothing outweighs the fear of moving forward.


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