According to old-school training, there is a list of standard responses to the most common sales objections. Most have to do with solidifying your organizations standing as the right choice. The challenge is that customers are smarter than ever before and come prepared with the same playbook from which you are working. So they already know about your company, your competitors, and your services. This means you need to get smarter about bringing the customer to your side of the table.

To really nail customer objections, you have to prepare a little differently.