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Selling in Color

Oct 12, 2021

As a sales professional, you’re going to face many objections from potential clients. So how do you help prospects overcome those challenges that might hold them back? In today’s episode of Selling in Color, that’s exactly what Donald will speak about: overcoming objections and racial bias.

The objection is a natural part of the sales process.

  • People like to buy things, but they seldom want to be sold things. To avoid that, make them feel like they had an active role in the process.
  • Great sellers can guide the process and the prospect to make a decision themselves rather than make the decision for the prospect.
  • People typically have an innate reason why they don’t want to buy something or why they have hesitation.
  • Especially in the 70s and 80s, people assumed people of color were not as experienced or knowledgeable about their products.
  • It’s not your job to teach people not to be racist per se, but it is nevertheless an obstacle you need to overcome to make the money you want.

Three most common objections when a prospect wants to think about the sale:

  • The prospect doesn’t know enough information.
  • They’re busy and don’t have the time to think about the deal.
  • They’re just not interested and don’t know how to say it.

Establish your expertise to overcome these objections.

  • Let them know you work with other credible organizations, demonstrate thorough product and industry understanding.
  • Give them options.
  • Regardless of the objection, you can work your way past it by demonstrating expertise and developing a relationship with the contact. 
  • Even if they aren’t interested or genuinely do not want your product, use that as an educational opportunity. What about the product do they not like? What about their current product do they not like? 
  • Use this conversation to both understand their objection and potentially address those issues to land a second meeting or demo.

Join Donald’s Facebook group, The Sales Evangelizers, to find a community of people to share, reflect, and grow with on your sales journey. We also encourage you to visit to learn, connect, and grow with other sellers of color.

This episode is brought to you in part by Skipio.

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This course is brought to you in part by the TSE Sales Certified Training Program, designed to help new and struggling sellers master the fundamentals of sales and close more deals. Help elevate your sales game and sign up now to get the first two modules free! You can visit or call (561) 570-5077 for more information. We value your opinion and always want to improve the quality of our show. Complete our two-minute survey here:

Audio provided by Free SFX and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.