You're not really selling until you hear the word "no." Until then, you're only giving a presentation. "No" is where the real dialogue begins. In this series of programs, we'll talk about the different objections you hear in sales, and how to overcome those. In this course, we'll briefly review the basic sales process and sales psychology. Then we'll go over the four categories of objections and how to react when a customer initially rejects what you're offering. We'll also discuss the importance of identifying and categorizing objections when you hear them.