According to Johnston and Marshall (2009), customer objections fall under five major categories: Product need, trust in the company, time to consider the product, the product price, and relationship with the salesperson. First, customers must visualize the need for the products that Ron offers because competitors are already supplying these needs. Ron will have to differentiate the products features, advantages, and benefits. Next, customers are concerned with trusting a new company. As a result, Ron must demonstrate that Mid-Town Products is a trustworthy company. Additionally, the customers may feel loyal to current suppliers, thus causing a reluctance to end a good relationship. Next, customers may feel the need to take time to consider
