If you’re in a sales role, it is crucial for you to learn how to break through the critical faculty barrier and overcome objections when they arise. When you’re talking with a client, it’s important to remember that he or she will have specific beliefs. Anything you say that disagrees with these beliefs can come up as an objection.
How do you suspend the disbelief, get around the critical faculty barrier and get the client to listen?
In communication, the majority of objections are generated by the details and the specifics. People tend to get caught up in the small details. You may find yourself arguing about a tiny detail that ends up derailing the whole conversation, instead of looking at the big picture and the goals the client is trying to accomplish more broadly.
To overcome the critical faculty barrier, that’s exactly what you should do: focus on the big picture. You cannot approach an objection logically. You need to reach the limbic brain, where emotions are stored, and bring the conversation back to its central point—how to achieve the client’s ultimate goal.