Instead of defending yourself against an objection, flip it back. Let the prospect do the heavy lifting of dismantling their own resistance.
Question Flip
Core Principle
Ziglar puts the burden of proof back on the prospect. When they raise an objection, you ask a clarifying question that forces them to examine their own resistance. People are far more persuaded by their own reasoning than yours.
Step-by-Step Execution
Example in Action
Prospect: I just think it is too expensive. You: [Pause] That is a fair point. Can you help me understand -- too expensive compared to what? Prospect: Well... I guess compared to what we are paying now, which is nothing. You: Right. And what is the cost of continuing to handle this manually? You mentioned your team spends 20 hours a week on it. Prospect: Yeah, that is probably costing us more than this software would. You: So really, the question is not whether you can afford this -- it is whether you can afford not to have it. Should we get you set up?
Practice this technique with an AI-powered roleplay scenario.