This is not as hard as it sounds. Simply build the objections into your product pitch. This strategy lets you control how and when objections are presented. If in the middle of your presentation your prospect says, “That screen on your scan tool looks like it might break pretty easily.” You must stop your presentation and respond with something like “Oh no, it is very strong”. No matter how you respond you are on the defense. However, if you build the objection into your presentation you can answer the issue and satisfy what is in the prospect’s mind before they even ask the question. Better yet, you may be answering the serious objection your prospect has in their mind that they don’t ask – a question which is causing them to not buy your scan tool! People are funny: some will simply not voice an objection, even if it is a deal killer.

If you find the strength of the screen is a common objection, made a statement like this early-on in your presentation:

You: “I want you to notice how the screen is surrounded by this rubber bumper, and that the screen is set back in the case. Knowing that a mechanic can break almost anything, this product’s designers did this to greatly reduce the potential for screen damage, and if the screen should get broken it is easily replaceable. That’s a great feature isn’t it?” (This is a trail close, and is a time for you to be quiet until the prospect answers.) By taking the offense you have taken a likely objection and turned it into a positive selling point.