In the context of cold-calling, managing objections is a daunting task. Blaire Group analysts observed and documented 3,640 cold-call presentations across twenty (20) different sales teams. Not one sales professional observed managed objections (when cold-calling) consistent with the standards of The Must-React System. Below are the Top Four most common mistakes when managing objections in the context of cold-calling.

1. Is this a sales call? An expert sales person does not make sales solicitations or even pitch product language on the first call.. Expert sales people present expert, third party research that builds the logic for his / her product or service. The analyst-briefing sales model, which is a significant component of The Must-React System is a powerful enticement for your target buyers to meet with you. When appropriating this model, the answer to the “Is this a sales call?” objection is simply, “No. This is an analyst-briefing. You will not be asked to purchase anything.”
   
   
2. Wrong Interpretation. Most sales professionals interpret the seller’s objection literally and in a plain text way. This behavior is both naïve and antithetical to logic. When a seller objects during a cold-call, he / she is simply saying, “You have not persuaded me to speak with you. You have not demonstrated to me that there is value in making room in my calendar for you.” It is vital that sellers interpret target buyers’ objections through the filters of reality. Consider the following common objection:
   
   

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   Sample Objection: I’m in a meeting now, can you call me later?
   
   Logic: If he answered his phone he likely is not in a meeting at all. Maybe he has someone casually in his office. Sadly, most sellers quickly back down and inquire as to a better time to call back. Can you spell P O O R – T E C H N I Q U E?
   

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   Sample Objection: I’m sorry we don’t have budget for that now, our budget cycle is complete for this year.
   
   Logic: At this point of the cold-call, your target buyer likely has no idea what your product or service costs. Further, he likely has no idea of the value / cost savings / ROI that you can bring to him. Wrongly, most sellers ask when the new budget cycle begins and documents this lead as dead until next year. Can you spell P O O R – T E C H N I Q U E?
   

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3. Back down too early. Our research shows that sales professionals back down the moment the buyer presents an objection. The Must-React System insists that sellers manage all objections at least twice prior to capitulating.
   
   
4. Cannot take the objection out at its knees. Our studies indicate that sellers are not equipped to manage objections in a manner that will help them prevail. The Must-React System teaches a “head-on” approach to managing objections. Not unlike a football tackler, a “head-on” approach to managing objections takes the objection out at its knees. Below are examples of right / wrong techniques.
   
   

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   Sample Objection 1: I don’t have time for that, I’m sorry.
   
   Wrong Rebuttal: When would be a good time that fits with your schedule? OR… How about if I call you back next month to see if your calendar is more flexible
   
   Correct Rebuttal: We recognize that you and your peers are quite busy this time of year. That’s exactly why we’ve structured these briefings as only 15 minutes. As I mentioned, I have availability next week on Tuesday in the morning, or Wednesday in the afternoon. Which works best for you?
   

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