Active listening is a way to find what is really behind the objections you hear.

I was talking to my friend Henry the other day. Henry has a product that allows engine oil and hydraulic fluid to last 4-10 times longer than usual.

No, no. This is not one of those wacko devices you see on late-night TV infomercials, this is the real thing. It’s actually for big machines, like 18 wheelers, bulldozers and the like, and it’s endorsed by Caterpillar and other manufacturers.

Anyway, Henry was telling me about the resistance he gets from the potential buyers at the quarries and trucking firms and government agencies he sells to. Objections like, ‟We’ve always done it the old way,” ‟I don’t care if Caterpillar says it’s okay, I’m not going to take a chance.”

He was getting this from the maintenance chief at a government agency. Continue reading → Active Listening as a tool for finding the Prospect’s real objections