Why is it important for a salesperson to anticipate a buyers concerns and objections?

Why is it important for a salesperson to anticipate a buyers concerns and objections?
Think about the last time you bought something, whether from a life insurance salesman at the kitchen table or a new car at a dealership, or even a new calling plan for your mobile phone.
You expect the salesperson to know their product, understand how they compare to a competitors offering, and know how to answer in a way that educates rather than lectures.

Prospective buyers will talk themselves out of a purchase if their objection makes more sense than your answer. As salespeople, we have a duty to put ourselves in a buyer's shoes and understand why there might be an objection on price, features, coverage, contract language, and be ready to listen, acknowledge the concern and ask the buyer questions to reveal the true objection to moving forward.