All excuses and objections can be boiled down one or more of these seven potential objections:
Once you understand that all objections stem from one or more of these seven key areas, you will have a much easier time identifying the root of your audience's discomfort. You will then be able to address their objections in a professional, caring, and non-threatening way. Many persuaders (without realizing it) show tension, uneasiness, or irritation when someone brings up an objection. Usually this unrealized conduct occurs because objection stirs up the persuader's own insecurities (often fear of failure or fear of rejection). The persuader thinks to him or herself, “Didn't I go over that already? I'm doing a good job explaining things! Why is this person still not convinced? Why am I bombing this persuasive encounter? Do I sound like an idiot?” As understandable as this reaction is, it will only makes things worse. Your audience will sense your uneasiness and feel even more uncomfortable. Don't set off more alarm bells than are already ringing!