When a young shortstop comes up from the minors to the big leagues, does he quit taking ground balls? No, in fact he probably would take more and probably would work even harder.

Do the veterans on a professional football team skip training camp? No, they may need the early season practice even more than the limber rookies.

What am I getting at? Our professionalism and sales skills are as important as any professional athlete’s. Yet, we don’t practice, and we rarely ever go back to the basics. It amazes me that many agents never take the time to memorize, verbatim, answers to objections.

I have compiled a list of every objection with which a prospect could ever come up (within reason). I have made a notebook that I labeled “Objections.” Every time I hear a great answer, whether it comes from Wolff, Zener or Savage, I write it down. After I have accumulated about three answers to about 30 objections, I commit them all to memory.

Now I look forward to an objection for two reasons:

I can answer it clearly, effectively and professionally,

It moves me right back into a close.

Agents who have three answers to each objection will improve their closing by 50%.

Editor’s note: The preceding Million Dollar Sales Idea was originally published in the May 1991 issue of Life Insurance Selling.

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