具体描述
There are few one-size-fits-all solutions in sales. Context matters. Complex sales are different from one-call closes. B2B is different than B2C. Prospects, territories, products, industries, companies, and sales processes are all different. There is little black and white in the sales profession.
Except for objections. There is democracy in objections. Every salesperson must endure many NOs in order to get to YES.
Objections don’t care or consider:
Who you are
What you sell
How you sell
If you are new to sales or a veteran
If your sales cycle is long or short – complex or transactional
For as long as salespeople have been asking buyers to make commitments, buyers have been throwing out objections. And, for as long as buyers have been saying no, salespeople have yearned for the secrets to getting past those NOs.
Following in the footsteps of his blockbuster bestsellers Fanatical Prospecting and Sales EQ, Jeb Blount’s Objections is a comprehensive and contemporary guide that engages your heart and mind.
In his signature right-to-the-point style, Jeb pulls no punches and slaps you in the face with the cold, hard truth about what’s really holding you back from closing sales and reaching your income goals. Then he pulls you in with examples, stories, and lessons that teach powerful human-influence frameworks for getting past NO - even with the most challenging objections.
What you won’t find, though, is old school techniques straight out of the last century. No bait and switch schemes, no sycophantic tie-downs, no cheesy scripts, and none of the contrived closing techniques that leave you feeling like a phony, destroy relationships, and only serve to increase your buyers’ resistance.
Instead, you’ll learn a new psychology for turning-around objections and proven techniques that work with today’s more informed, in control, and skeptical buyers. Inside the pages of Objections, you’ll gain deep insight into:
How to get past the natural human fear of NO and become rejection proof
The science of resistance and why buyers throw out objections
Human influence frameworks that turn you into a master persuader
The key to avoiding embarrassing red herrings that derail sales calls
How to leverage the “Magical Quarter of a Second” to instantly gain control of your emotions when you get hit with difficult objections
Proven objection turn-around frameworks that give you confidence and control in virtually every sales situation
How to easily skip past reflex responses on cold calls and when prospecting
How to move past brush-offs to get to the next step, increase pipeline velocity, and shorten the sales cycle
The 5 Step Process for Turning Around Buying Commitment Objections and closing the sale
Rapid Negotiation techniques that deliver better terms and higher prices
As you dive into these powerful insights, and with each new chapter, you’ll gain greater and greater confidence in your ability to face and effectively handle objections in any selling situation. And, with this new-found confidence, your success and income will soar.
作者简介
Jeb Blount is a Sales Acceleration Specialist who helps sales organizations reach peak performance fast by optimizing talent, leveraging training to cultivate high-performance sales culture, developing leadership and coaching skills, and applying more effective organizational design.
Through his companies—Sales Gravy, Channel EQ, Level 4 Training, and Innovate HCG—Jeb advises many of the world’s leading organizations and their executives on the impact of emotional intelligence and interpersonal skills on sales, leadership, customer experience, channel development, and strategic account management.
Jeb spends more than 250 days on the road each year delivering keynote speeches and training programs to high-performing sales teams and leaders across the globe.
As a business leader, Jeb has more than 25 years of experience with Fortune 500 companies, SMBs, and start-ups. He has been named one of the top 50 most influential sales and marketing leaders (Top Sales Magazine), a Top 30 social selling influencer (Forbes), a top 10 sales experts to follow on Twitter (Evan Carmichael), a top 100 most innovative sales blogger (iSEEit), a top 20 must-read author—People Buy You—for entrepreneurs (YFS Magazine and Huffington Post), and the most downloaded sales podcaster in iTunes history; among many other accolades.
He is the author of seven books.
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如果用一个词来形容这本书的阅读体验，那就是“通透”。它没有使用任何晦涩难懂的专业术语，而是用非常直白、接地气的语言，将复杂的心理学和销售策略融为一体。这本书最棒的一点是，它真的把“拒绝”这个概念从负面情绪中解放了出来。作者反复强调，异议是购买过程的一部分，是客户参与进来的标志。这彻底改变了我对销售工作的态度，我不再害怕被拒绝，反而期待那些挑战性的提问，因为我知道这本书里有工具去应对。书中有一个专门针对“如何处理多次拒绝后的客户”的章节，提供了一种长线维护和关系重建的策略，这对于那些周期较长的B2B销售来说简直是雪中送炭。它不仅仅是一个即时应对的速效药，更是一套帮助你建立长期客户信任的系统工程。我强烈推荐给所有感到自己在销售路上停滞不前的同仁们，它带来的不仅仅是技巧的提升，更是底层逻辑的重塑，保证你读完之后，会发现自己对待每一个“不”的态度都发生了质的飞跃。
评分我是在一个高压力的创业环境中接触到这本书的，当时我们的产品非常创新，但市场接受度低，每天被客户问到“你们这个东西真的有用吗？”、“我们为什么要换掉现在的系统？”这类挑战性问题快要崩溃了。这本书提供了非常有力的“价值重塑”工具箱。它不仅仅教你如何回应，更教你如何构建一个无懈可击的价值叙事。它深入分析了“承诺与交付”之间的差距是如何产生异议的，并提供了量化指标来确保你的承诺是“可验证的”。我尤其欣赏它关于“竞争对手异议”的分析——它不鼓励贬低对手，而是引导我们如何通过凸显自身独特的“不可替代性”来应对。书中的案例库非常丰富，涵盖了从小型企业到大型集团的各种场景，这让我能够轻松找到与我当前困境高度吻合的解决方案。阅读完后，我感觉自己像是被注入了一剂强心针，面对客户的质疑时，不再感到恐慌，而是充满了一种掌控全局的从容感，这对于维持团队士气也起到了不可估量的积极作用。
评分这本书简直是我的救星！我最近刚开始做销售工作，面对客户的各种“不买账”简直是手足无措，特别是那些老道的客户，一开口就给我下马威。这本书的实用性超乎我的想象，它不是那种空泛的理论指导，而是像一位经验丰富的老前辈坐在你身边，手把手地教你拆解每一个异议。书中详细分析了客户提出异议的深层心理动机，让我不再把“不”字简单地理解为拒绝，而是把它看作是客户兴趣点尚未被完全满足的信号。比如，对于价格异议，它提供了不下五种不同的应对框架，每种框架都配有大量的实战对话示例，让我可以根据具体情境灵活切换。最让我印象深刻的是关于“时间不够”和“需要考虑一下”的应对策略，过去我总是生硬地催促，结果适得其反，但书里教我的那种温和引导、将“考虑”转化为“清晰化需求”的方法，真的让我茅塞顿开。阅读过程中，我甚至会忍不住在脑海中模拟对话，感觉自己已经提前演练了上百次实战场景。这本书的结构安排非常清晰，逻辑推进层层递进，从基础心态建设到高阶谈判技巧，每一步都走得稳扎稳打，极大地增强了我与客户沟通时的自信心和专业度。
评分说实话，我之前对市面上那些号称“搞定一切”的销售书籍抱有很深的怀疑态度，觉得大多都是夸大其词，不过这本《终极异议处理指南》确实颠覆了我的看法。它的深度和广度都达到了一个令人惊叹的水平。它没有停留在“如何反驳”的表面，而是深入挖掘了“如何倾听和理解”异议背后的真正障碍。我发现很多销售人员在处理异议时，就像是在打一场预设好的乒乓球，对方一击，我立刻反击，但这本书强调的是“像医生诊断一样”，先找出病灶所在。书中花了大量的篇幅讨论如何通过提问来引导客户自己发现解决方案，这才是真正的高境界。我特别喜欢其中关于“情感异议”的处理章节，它区分了客户是基于恐惧、不信任还是仅仅是习惯性的拖延，并提供了针对性的情感锚定技巧。阅读这本书就像是给自己做了一次深度体检，找到了自己处理异议时习惯性的思维盲区。装帧和排版也很舒服，阅读体验很流畅，不会让人感到枯燥，那些穿插其中的真实案例分析，简直就是教科书级别的展示。
评分这本书的价值远远超出了一个“指南”的范畴，更像是一套完整的思维重塑训练营。作为一名资深业务经理，我原本以为自己对处理客户拒绝已经游刃有余，但这本书揭示了我多年来积累的一些“坏习惯”和效率低下的应对模式。它的核心思想是“预先化解”，而不是“事后补救”。通过对产品生命周期和客户购买旅程的细致划分，它指导我们在客户提出异议之前，就通过前期的铺垫和信息披露，将潜在的异议扼杀在摇篮里。我开始有意识地在演示环节加入“软性提问”，提前探查客户的顾虑点，这极大地缩短了成交周期。书中对“沉默”的处理技巧让我印象尤为深刻，以往我一遇到沉默就心慌，总想赶紧填补空白，但现在我明白，有些时候，沉默是客户在权衡信息，这时候的“适时等待”比任何语言都更有力量。这种对细节的极致关注，使得这本书不仅适用于新人，对我们这些老鸟来说，也是一次宝贵的升级换代机会，绝对是值得反复研读的经典。
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