Sales presentations are often interrupted by comments, questions or objections. In fact, they should be — otherwise the prospect probably isn't paying close attention. Conventional wisdom says to anticipate comments, questions, and objections, and know exactly how you're going to respond in advance. Sometimes listening and asking questions work best.

Addressing a prospect's comments, questions, and objections is not about stock answers at all. It's about getting to the heart of these matters and dealing with them as real issues. In fact, you can use your prospect's comments, questions, and objections to help close sales. Here's how it works:

1. Classify what your prospect says as a comment, question, or objection. You need to know if the prospect is simply asking for additional information to make a decision, raising legitimate concerns, or creating an objection to block the sale.

Try this! Listen carefully. Let the person finish talking. As we'll see, the more you know, the more you can do.

Example: Roger and Judy, the young married couple you've been interviewing, say this:

Roger: "We think this is a good plan, but we're in a bind financially and things are up in the air at work. There have been several unexpected expenses with the new house. Also, I'm in the running for a promotion. But, if I don't get it, I'm going to make a move. That could either mean I'll be getting a raise or taking a temporary cut in salary very soon!

"Things should be settled down in six months or so. Why don't you come back then?"

This is probably a legitimate concern, not a "No-Money" stall. But, you'll soon know for sure.