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Countless books, articles and blog posts have been written on the subject of overcoming buyer objections.

There are creative expressions and tactics shared, but there is one strategy I’ve not seen, which is to eliminate objections.

Let’s dissect this. If you are a salesperson who perceives that buyers give objections, the way you prepare for every buying encounter is a fight. When you were taught to deal with objections, the strategy presented was to overcome them. Consider this illogical sequence: We fight, overcome, and build relationships. That sales mindset doesn’t work when you want to establish long-term relationships.

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Lee B. Salz is a leading sales management strategist specializing in helping companies build scalable, high-performance sales organizations through hiring the right salespeople, effectively onboarding them, and aligning their sales activities with business objectives through process, metrics and compensation. He is the Founder and CEO of Sales Architects, Business Expert Webinars and The Revenue Accelerator. Lee has authored several books including award-winning,  best-seller “Hire Right, Higher Profits.” He is a results-driven sales management consultant and a passionate, dynamic speaker . Lee can be reached at or 763.416.4321.