In marketing and sales messages,the best way to handle potential objections is to

A) avoid mentioning them.
B) identify them up front and try to address as many as you can.
C) explain why the objections aren't really important.
D) suggest that anyone who has them simply needs to do more research.
E) include a fact sheet with a message that addresses potential objections.

Identifying potential objections upfront and addressing them gives the customer a sense that their concerns have been heard and creates an opportunity to provide relevant information that can help overcome the objections. Avoiding or dismissing objections can turn potential customers away, while providing a fact sheet may be helpful but does not engage with the potential objection directly.