Introduction
Objections are not the end of a deal. Most of the time, they are proof that interest already exists. When a prospect raises a concern, it usually means they are engaged but unsure. Your job is not to talk faster or deliver a better speech. Your job is to create clarity, reduce fear, and help the buyer feel safe making a decision.
This episode focuses on the high level principles of objection handling that apply no matter what you sell, who you sell to, or how complex your sales process is. When these principles are in place, objections stop feeling like roadblocks and start feeling like signals.
The Biggest Mistake: Over Explaining
Many salespeople treat an objection like a threat. The instinct is to defend the offer with more detail, more features, and more justification. That usually backfires.
When someone says, this is too expensive, or we need to think about it, the issue is rarely that they need more information. More often, they need clarity and confidence.
The key shift is simple. You do not overcome objections by talking more. You overcome objections by diagnosing what is actually underneath the objection.
Objections Only Happen When Interest Exists
If someone is not interested at all, they do not object. They disappear. They ghost. They move on.
Questions and pushback are signs of engagement. They are signals that the prospect is still in the conversation. The goal is to respond without defensiveness and guide the conversation toward what is really driving hesitation.
What Objections Really Are: Unresolved Fear
At the core, objections usually come down to unresolved fear. Fear of wasting money. Fear of making a bad decision. Fear of getting blamed internally. Fear of repeating a past bad experience.
That is why objections are not rejection. They are curiosity in disguise, risk in disguise, or uncertainty in disguise.
When you treat objections this way, the emotional temperature drops and the conversation becomes easier to navigate.
The Three Types of Objections
At a high level, most objections fall into one of three categories.
1. Clarity Objections
They do not fully understand yet.
Common examples include price, timing, process, or what happens next.
2. Risk Objections
They are worried it will not work.
This often shows up when someone has been burned before or when their reputation is on the line internally.
3. Trust Objections
They are asking, do I trust you enough to move forward.
This is where credibility, confidence, and proof matter.
The key is to identify which type you are hearing before you respond.
Lead With Empathy and Authority
Empathy means understanding how someone feels and letting them feel heard. Authority means showing you can guide the process without pretending you know everything.
It is okay to say you do not know the answer and bring in an expert. It is not okay to guess or give a vague answer just to sound confident. That damages trust fast.
The strongest approach is calm confidence paired with genuine curiosity.
The Power Move: Lean Into the Objection
When a prospect pushes back, do not fight it. Lean into it.
Instead of trying to prove them wrong, ask questions that help you uncover the real concern.
Here are questions that work across industries:
- Can I check something. Is this a timing issue or a confidence issue
- What would need to feel true for this to be a no brainer for you
- What do you need to see from me to get this over the finish line
- When you say not right now, what part are you still unsure about
- What feels most risky about moving forward right now
These questions shift the conversation from debate to diagnosis.
A Simple Rule to Remember
Prescription without diagnosis is malpractice.
Do not prescribe a solution until you understand the real problem. If objections keep showing up repeatedly, address them proactively in your pitch before the prospect has to ask.
When prospects feel talked past, objections escalate. When prospects feel understood, objections dissolve.
Key Takeaway
Your job as a salesperson is not to win the argument. It is to help the buyer feel safe making a decision.
Objections are not bad. Silence is worse. Questions mean interest is present. Ask better questions, diagnose the real fear, and guide the buyer toward clarity and confidence.
