Take notice of the kinds of objections that salespeople are plagued with and how some otherwise smart salespeople try to overcome them. Some objections are caused by flawed prospecting methods. Other objections are caused by flawed sales methods. Instead of learning a new sales process, or a new way of thinking about sales, most salespeople try to use clever rhetorical manipulations to overcome each objection. Those manipulations raise the prospect’s sales resistance, which then creates an adversarial relationship.

The way top producers prevent objections is to tell all of the detriments of each feature – along with the benefits – before the negatives occur to the prospect. Most prospects are just as smart as salespeople. Therefore, avoiding or obscuring the negatives is not a viable sales strategy. Even if everything that you tell them is true, that is not good enough. Withholding negatives is perceived to be half-truths by most salespeople. However, most prospects perceive half-truths to be lies. "Total Disclosure" eliminates objections and creates relationships of trust and respect with clients and prospects.