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Stephen Covey said, “If it doesn’t challenge you, it doesn’t change you.” Over a life time in sales, I’ve heard hundreds of objections that we’re challenges. Of course my attitude about objections has changed and matured. Here are some ideas about objections.First, objections are buying signs. The prospect is saying, “If you solve my problem for me, I’ll buy.” If they say, “I am not interested, go away!”  This is not a buying sign nor is it an objection. This comment means you generated absolutely no interest. So when I hear an objection, I am thankful the prospect didn’t run me off.Second, a question is not an objection. When the prospect asks a negative question, it’s a question not an objection. When a sales person answers the question like an objection, it makes the sales person look defensive. Don’t do it! Just answer the question simply & directly. The last thing you want is the prospect seeing you in a defensive posture.Third, the best time to answer an objection is before it comes up. If you are continually hearing the same objection, build the answer into your initial presentation. For example, the price objection; before you tell the prospect the price you might say, “The best thing about our product is the price. Most people are surprised by how much they receive for what we charge.”Now, the prospect has to overcome your answer to voice their objection plus you’ve planted the seed for the answer before the objection has been spoken. Try it, this really works!Fourth, there is a proven formula for answering objections. No one can call themselves a professional sales person if they don’t use this formula. I give credit to IBM for developing it but Zig Ziglar popularized it. The method is called “feel, felt, found”.When a prospect voices an objection, before your answer it, you must harmonize with the objection and the prospect. So, it goes like this “Bill, I know how you feel. A lot of my other customers felt the same way before the bought. However, here’s what they found.” Now, once you make this statement you can give the answer to the objection.When the prospect voices an objection there is a natural tension between the prospect and sales person. The first thing you must do is relieve that tension. You must also let the prospect know that they aren’t alone in how they feel. Finally, that despite their feeling, others have bought when presented the facts. This proven formula must be memorized and practiced.Finally, there are common objections we hear all the time. “I want to think about it”, “The price is too high”, “I want to talk to someone else about it”, etc. The professional sales person has a canned, practiced, logical answer to the most common objections they hear. Sadly most sales people “wing it”. Stop winging it. You know the objections are coming. Have a beautiful, rehearsed answer.Follow these suggestions and your sales will increase. Welcome objections because you’re better prepared than the prospect to discuss their issues.