Blair Singer explains that salespeople's internal objections (fears about price, legitimacy, etc.) often get projected onto prospects, causing those objections to appear in the conversation. He gives concrete examples (worrying about price or pyramid-scheme accusations) and advises clearing those objections internally first so they surface less often and are easier to handle when they do.
You've got to get rid of the. Because the objection is starting on you and you're projecting it to your customers. If you've been in sales a long time, you know exactly. What I'm saying is a lot of times seeing rookie salespeople on the phone or dealing with. Dealing with prospects, and they are creating themselves at the other end of the phone, they're taking their objections and putting them out there in other people's minds. So, for example, if you're sitting there going, if you're thinking, oh, I hope they don't object to price, I hope they don't object to price. Guess what's going to come up in the first two minutes? Price as an objection is going to come up. Or I hope they don't think that we're a pyramid scheme doing network marketing. What's going to come up Pyramids is almost magically, if you're thinking it, it's going to come up. But if you get it out of your head first, it may show up, but rarely is it going to show up. A B if it does, is going to be no big deal.