{"id":69268,"date":"2022-06-15T11:46:00","date_gmt":"2022-06-15T15:46:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=69268"},"modified":"2022-06-22T14:10:45","modified_gmt":"2022-06-22T18:10:45","slug":"types-of-customer-objections","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/","title":{"rendered":"The 5 Types of Customer Objections in Sales"},"content":{"rendered":"\n<p>What are the five types of <a href=\"https:\/\/www.shortform.com\/blog\/common-sales-objections\/\">customer objections<\/a>? Why will a customer not want to purchase your product?<\/p>\n\n\n\n<p>There are many reasons why a customer won&#8217;t buy your product. Thankfully, salesman Zig Ziglar says that preparing for these objections can help you address them and convince a customer to buy from you.<\/p>\n\n\n\n<p>Here are the five most common customer objections and how to overcome them.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-objection-1-they-don-t-need-the-product\">Objection #1: They Don\u2019t Need the Product<\/h2>\n\n\n\n<p>The first of the five types of customer objections is that they don&#8217;t <em>need<\/em> your product. In such cases, the lead often simply doesn\u2019t have enough information to understand how the product will benefit them. Ask questions to glean what they don\u2019t yet understand and then provide the missing information to show the product will improve their life.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: While you may be able to convince a lead who claims they don\u2019t need your product that they do<em> <\/em>need it, a better approach might be to more effectively <em>filter <\/em>your leads so you only approach people who very likely <em>do <\/em>need your product. According to Mike Weinberg in <a href=\"https:\/\/www.shortform.com\/app\/book\/new-sales-simplified\"><em>New Sales. Simplified<\/em><\/a><em>., <\/em>filter your leads by <a href=\"https:\/\/www.shortform.com\/app\/book\/new-sales-simplified\/part-2#create-a-target-list\">asking yourself who your current best customers are<\/a>, what they have in common, and where you can find more such customers.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-objection-2-they-don-t-want-the-product\">Objection #2: They Don\u2019t Want the Product<\/h2>\n\n\n\n<p>Ziglar asserts that customers may tell you they don\u2019t <em>want <\/em>the product (this differs from the first objection in that \u201cwanting\u201d implies an emotional desire while \u201cneeding\u201d implies a utilitarian requirement). To address the customer\u2019s <a href=\"https:\/\/www.shortform.com\/blog\/lack-of-sexual-desire\/\">lack of desire<\/a> for the product, make them consider that not buying means <em>missing out <\/em>on something. For instance, if your customer doesn\u2019t desire your smartwatch, explain that they\u2019re missing out on the ability to share their exercise regimen with their friends.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: In modern parlance, Ziglar is talking about creating a sense of \u201cFOMO\u201d in your customer: <a href=\"https:\/\/www.shortform.com\/blog\/how-to-deal-with-fomo\/\">the fear of missing out<\/a> on something good. While this can be an effective way to get your lead to buy, you might also <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/how-do-life\/202109\/fomo-variant-fear-losing-what-you-have#:~:text=usually%20is%20criticized%20when%20we%20say,invite%20me%20to%20join%20a%20road%20trip%20and\">consider creating a fear of losing something the lead <em>already has<\/em><\/a>. This, too, motivates people to act. For instance, you might convince a customer to invest in a new digital organization tool because doing so reduces the chances they\u2019ll lose their current job as a result of disorganization.)&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-objection-3-they-don-t-feel-it-s-urgent-to-buy-now\">Objection #3: They Don\u2019t Feel It\u2019s Urgent to Buy Now<\/h2>\n\n\n\n<p>The third type of customer objection is that they don\u2019t feel they need the product immediately, writes Ziglar. To overcome the customer\u2019s lack of urgency, first agree that there\u2019s no rush, then tell them that if they wait for the perfect moment to make the purchase, they\u2019ll spend all that time without the product when they could be enjoying it now.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: There are <a href=\"https:\/\/www.indeed.com\/career-advice\/career-development\/how-to-create-urgency-in-sales\">many other tactics companies use to create a sense of urgency to buy<\/a>: Offering a product at a discounted price only for a limited time, using words and phrases that <em>imply <\/em>urgency, and creating a feeling of scarcity by offering only a limited amount of the product. However, these tactics merely create the <em>illusion <\/em>of urgency, while Ziglar\u2019s approach seeks to convince the customer there truly <em>is <\/em>urgency.)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-objection-4-they-think-the-product-is-too-expensive\">Objection #4: They Think the Product is Too Expensive<\/h2>\n\n\n\n<p>Many customers pass because they don\u2019t feel the cost of the product reflects its value, asserts Ziglar. Therefore, point out the value of your product by showing that it\u2019s more satisfying and higher quality than a cheaper product. For example, you might explain that your smartwatch is more expensive than competitors\u2019 because of its superior battery life, which lets you use it more before recharging.<\/p>\n\n\n\n<p>(Shortform note: The act of showing how your product provides greater value than competitors\u2019 is called <em>differentiating <\/em>your product. According to A.G. Lafley and Roger Martin in <a href=\"https:\/\/shortform.com\/app\/book\/playing-to-win\"><em>Playing to Win<\/em><\/a>, this means <a href=\"https:\/\/shortform.com\/app\/book\/playing-to-win\/chapter-4#strategy-2-differentiation\">creating a product that appeals to consumers because it\u2019s higher quality or has better branding<\/a>. Lafley and Martin point out an added benefit of differentiating, beyond allowing you to make the immediate sale: It creates brand loyalty, which makes you and your company more resilient to passing market trends.)&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-objection-5-they-don-t-trust-you\">Objection #5: They Don\u2019t Trust You<\/h2>\n\n\n\n<p>The last type of customer objection is that they won&#8217;t buy because they might not trust you. This is the hardest objection to overcome, and it\u2019s best to preempt it by adhering to the principles and developing the qualities of a successful salesperson. It\u2019s nearly impossible to change the mind of someone who doesn\u2019t trust you.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are the five types of customer objections? Why will a customer not want to purchase your product? There are many reasons why a customer won&#8217;t buy your product. Thankfully, salesman Zig Ziglar says that preparing for these objections can help you address them and convince a customer to buy from you. Here are the five most common customer objections and how to overcome them.<\/p>\n","protected":false},"author":14,"featured_media":10096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,34,103],"tags":[648],"class_list":["post-69268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-communication","category-sales","tag-secrets-of-closing-the-sale","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 5 Types of Customer Objections in Sales - Shortform Books<\/title>\n<meta name=\"description\" content=\"Customers might give you a reason why they don&#039;t want to buy your product. Discover the types of customer objections you&#039;ll come across.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 5 Types of Customer Objections in Sales\" \/>\n<meta property=\"og:description\" content=\"Customers might give you a reason why they don&#039;t want to buy your product. Discover the types of customer objections you&#039;ll come across.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-15T15:46:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-22T18:10:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Katie Doll\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katie Doll\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\"},\"author\":{\"name\":\"Katie Doll\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/c3e1b539e89423b544ede91ab2bff937\"},\"headline\":\"The 5 Types of Customer Objections in Sales\",\"datePublished\":\"2022-06-15T15:46:00+00:00\",\"dateModified\":\"2022-06-22T18:10:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\"},\"wordCount\":777,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"keywords\":[\"Secrets of Closing the Sale\"],\"articleSection\":[\"Business\",\"Communication\",\"Sales\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\",\"name\":\"The 5 Types of Customer Objections in Sales - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"datePublished\":\"2022-06-15T15:46:00+00:00\",\"dateModified\":\"2022-06-22T18:10:45+00:00\",\"description\":\"Customers might give you a reason why they don't want to buy your product. Discover the types of customer objections you'll come across.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg\",\"width\":2560,\"height\":1707},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.shortform.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The 5 Types of Customer Objections in Sales\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"name\":\"Shortform Books\",\"description\":\"The World&#039;s Best Book Summaries\",\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.shortform.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\",\"name\":\"Shortform Books\",\"url\":\"https:\/\/www.shortform.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"contentUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png\",\"width\":500,\"height\":74,\"caption\":\"Shortform Books\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/c3e1b539e89423b544ede91ab2bff937\",\"name\":\"Katie Doll\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/6239731a3fc739640b80be30f2b1727a055d3535d0ee4569e8282faa323e47fc?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/6239731a3fc739640b80be30f2b1727a055d3535d0ee4569e8282faa323e47fc?s=96&d=mm&r=g\",\"caption\":\"Katie Doll\"},\"description\":\"Somehow, Katie was able to pull off her childhood dream of creating a career around books after graduating with a degree in English and a concentration in Creative Writing. Her preferred genre of books has changed drastically over the years, from fantasy\/dystopian young-adult to moving novels and non-fiction books on the human experience. Katie especially enjoys reading and writing about all things television, good and bad.\",\"knowsAbout\":[\"Bachelor of Arts in English With a Concentration in Creative Writing\"],\"jobTitle\":\"Senior SEO Writer\",\"worksFor\":\"Shortform\",\"url\":\"https:\/\/www.shortform.com\/blog\/author\/katie\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The 5 Types of Customer Objections in Sales - Shortform Books","description":"Customers might give you a reason why they don't want to buy your product. Discover the types of customer objections you'll come across.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/","og_locale":"en_US","og_type":"article","og_title":"The 5 Types of Customer Objections in Sales","og_description":"Customers might give you a reason why they don't want to buy your product. Discover the types of customer objections you'll come across.","og_url":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/","og_site_name":"Shortform Books","article_published_time":"2022-06-15T15:46:00+00:00","article_modified_time":"2022-06-22T18:10:45+00:00","og_image":[{"width":2560,"height":1707,"url":"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","type":"image\/jpeg"}],"author":"Katie Doll","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Katie Doll","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#article","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/"},"author":{"name":"Katie Doll","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/c3e1b539e89423b544ede91ab2bff937"},"headline":"The 5 Types of Customer Objections in Sales","datePublished":"2022-06-15T15:46:00+00:00","dateModified":"2022-06-22T18:10:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/"},"wordCount":777,"commentCount":0,"publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","keywords":["Secrets of Closing the Sale"],"articleSection":["Business","Communication","Sales"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/","url":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/","name":"The 5 Types of Customer Objections in Sales - Shortform Books","isPartOf":{"@id":"https:\/\/www.shortform.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage"},"thumbnailUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","datePublished":"2022-06-15T15:46:00+00:00","dateModified":"2022-06-22T18:10:45+00:00","description":"Customers might give you a reason why they don't want to buy your product. Discover the types of customer objections you'll come across.","breadcrumb":{"@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#primaryimage","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","width":2560,"height":1707},{"@type":"BreadcrumbList","@id":"https:\/\/www.shortform.com\/blog\/types-of-customer-objections\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.shortform.com\/blog\/"},{"@type":"ListItem","position":2,"name":"The 5 Types of Customer Objections in Sales"}]},{"@type":"WebSite","@id":"https:\/\/www.shortform.com\/blog\/#website","url":"https:\/\/www.shortform.com\/blog\/","name":"Shortform Books","description":"The World&#039;s Best Book Summaries","publisher":{"@id":"https:\/\/www.shortform.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.shortform.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.shortform.com\/blog\/#organization","name":"Shortform Books","url":"https:\/\/www.shortform.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","contentUrl":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2019\/06\/logo-equilateral-with-text-no-bg.png","width":500,"height":74,"caption":"Shortform Books"},"image":{"@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/c3e1b539e89423b544ede91ab2bff937","name":"Katie Doll","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6239731a3fc739640b80be30f2b1727a055d3535d0ee4569e8282faa323e47fc?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6239731a3fc739640b80be30f2b1727a055d3535d0ee4569e8282faa323e47fc?s=96&d=mm&r=g","caption":"Katie Doll"},"description":"Somehow, Katie was able to pull off her childhood dream of creating a career around books after graduating with a degree in English and a concentration in Creative Writing. Her preferred genre of books has changed drastically over the years, from fantasy\/dystopian young-adult to moving novels and non-fiction books on the human experience. Katie especially enjoys reading and writing about all things television, good and bad.","knowsAbout":["Bachelor of Arts in English With a Concentration in Creative Writing"],"jobTitle":"Senior SEO Writer","worksFor":"Shortform","url":"https:\/\/www.shortform.com\/blog\/author\/katie\/"}]}},"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2020\/06\/implied-needs-2-spin-selling-scaled.jpg","_links":{"self":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/69268","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/comments?post=69268"}],"version-history":[{"count":10,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/69268\/revisions"}],"predecessor-version":[{"id":69451,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/posts\/69268\/revisions\/69451"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media\/10096"}],"wp:attachment":[{"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/media?parent=69268"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/categories?post=69268"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.shortform.com\/blog\/wp-json\/wp\/v2\/tags?post=69268"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}