‘The professional salesperson’, began the instructor, ‘welcomes objections because they are a sign of customer interest. Customers are most likely to raise price concerns in calls where the seller gives lots of features. The relationship between features and price concerns isn’t just a theoretical point which applies only to advertisers. The customer has raised the objection because he doesn’t perceive sufficient value from reducing error rate. Hassle greatly outweighs the value of eliminating a few mistakes, so the customer makes a negative judgement and raises an objection. Even the best objection-handling skills can’t alter the fact that the seller has offered a solution without first building value. The company was a well-known high-tech corporation whose personnel research staff had been investigating sales behaviour in one of their divisions based in the southern United States.