Most business owners dread objections. They see them as rejection or the end of the road. In truth, objections are the beginning of real and profitable conversations. They are signals that someone is still interested enough to challenge you.
In sales, I daresay objection is not the true enemy. Silence is.
Here’s what most salespeople get wrong: they fight objections. They try to bulldoze through them with rehearsed lines or discounts. Don’t do that! See, objections aren’t problems to crush, they’re clues to decode. If someone says, “I don’t think this will work for me,” they’ve just handed you the exact leverage you need, because now you can weigh in and know where the trust gap is.
The best salespeople don’t avoid resistance. They lean into it. They ask: Why does this person feel this way? What truth are they holding onto? What assumption can I reframe?
So, how do you actually handle objections? Here’s a simple but powerful framework you can use:
1. Listen Without Defensiveness
Most people only half-listen when faced with objections, already preparing their rebuttal. Don’t. Pause. Let them speak fully. Sometimes, just being heard takes half the sting out of their resistance.
2. Acknowledge and Validate
Instead of jumping straight into a counterargument, acknowledge the concern. A phrase as simple as, “I understand why you’d feel that way,” builds trust and shows respect. People don’t want to be “corrected,” they want to be understood.
3. Probe for the Root Concern
Surface objections are rarely the real issue. “It’s too expensive” may actually mean “I don’t see the value yet.” Ask clarifying questions: “Can you share what makes you feel that way?” or “What would make this worth it for you?” The goal is to move from the symptom to the source.
4. Reframe with Perspective
Once you uncover the true concern, you can reframe. Not with manipulation, but with perspective. If they say, “It costs too much,” you can reframe it as an investment against the cost of inaction. The key is to align your offer with what they actually value.
5. Confirm the Resolution
Don’t assume the objection has been settled just because you responded. Circle back: “Does this address your concern?” If they say yes, you’ve cleared the path. If they say no, you’ve at least kept the door open for further clarity.
When you handle objections this way, they stop feeling like barriers. They become stepping stones that move you closer to trust, alignment, and eventually, a decision you will like!
Here’s the lesson: an objection is not “no.” It’s “not yet.” It’s an invitation to go deeper, and the deeper you go, the likelier you are to strike gold. So, go deeper. The more comfortable you become with resistance, the bolder you get, the more conversions you get, and the more unstoppable you grow to become.
