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Objection Overruled

Customer objections are an inevitable hurdle between you and the sale. Learn how to overcome them.

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This story appears in the May 1998 issue of Entrepreneur. Subscribe »

Every so often, you need a good dose of encouragement when itcomes to handling objections. If you're a regular readerof my column, you know I believe that the most meaningfulencouragement comes from those in the trenches--the walkingwounded who are willing to share their war stories.

This month's war heroes are three entrepreneurial moms I metwhile being interviewed on a talk show. Owners of EKA ProductionsLLC, Jill Luedtke, 42, Kim Anton, 39, and Tracey Hornbuckle, 34,are producers of award-winning children's videos in .Studying their strategies for getting their products into stores isalmost like taking a graduate course in handling objections.

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