Realistically, there’s only about 3 buying objections that you can overcome. First is if your prospect doesn’t have enough Desire for your product or service to take action. People have to want your product before they’ll buy. No surprise there. But note that I didn’t say they must need your product. Simply put, people buy what they want. They buy on emotion and then justify the purchase with logic — with facts.

Why do people pay three times as much for a Mercedes? I’ll give you a clue, it’s not for its German engineering. But nobody wants people to think they act irrationally, so that’s a popular reason Benz owners give for buying it. So what’s the real reason? They like the way driving it makes them feel.

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