Objections

1. Objections Are Not Rejection: Understand the Difference

Objections are not rejection, but they feel that way.

Emotional response. The anticipation or perception of rejection can trigger the same emotional and neurophysiological responses as actual rejection. This biological response, rooted in our evolutionary past, makes objections feel painful and threatening.

Reframing objections. Understanding that objections are often signs of confusion, concerns, or the natural sorting out of options can help salespeople approach them more constructively. Objections can be opportunities to clarify, provide additional information, and strengthen the relationship with the prospect.

Types of responses:

• Questions: Legitimate inquiries seeking clarification
• Negotiation: A sign of engagement and readiness to buy
• True objections: Concerns that need to be addressed
• Reflex responses: Automatic reactions that may not reflect true feelings

2. The Science of Resistance: Cognitive Biases and Heuristics

In sales, it's not what you say; it's how they perceive what you say.

Mental shortcuts. The human brain uses heuristics and cognitive biases to make quick decisions in complex environments. These shortcuts can lead to irrational objections and resistance to change, even when it's in the prospect's best interest.

Key biases affecting sales:

• Status quo bias: Preference for the current state of affairs
• Loss aversion: Tendency to avoid potential losses more than seek potential gains
• Confirmation bias: Seeking information that confirms existing beliefs
• Negativity bias: Greater focus on negative information

Overcoming biases. Successful salespeople understand these biases and develop strategies to work with, rather than against, them. This might involve framing changes as improvements to the status quo, emphasizing potential losses from inaction, or providing social proof to counteract negativity bias.

3. Becoming Rejection Proof: Mastering Emotional Control

In every sales conversation, the person who exerts the greatest amount of emotional control has the highest probability of getting the outcome they desire.

Self-awareness. Developing the ability to recognize and manage your emotional responses to rejection and objections is crucial. This starts with understanding that the initial fight-or-flight response is involuntary, but subsequent actions can be controlled.

Techniques for emotional control:

• Positive visualization: Mentally rehearsing successful outcomes
• Managing self-talk: Changing negative internal narratives
• Physical techniques: Using posture and breathing to influence emotions
• The "ledge" technique: Using prepared responses to buy time for rational thinking

Building resilience. Regular exposure to rejection, in controlled doses, can help build "obstacle immunity." This process, similar to how the immune system works, makes future rejections less emotionally impactful and easier to handle professionally.

4. The Four Types of Objections You'll Encounter in Sales

Facing these roadblocks and getting past them, at each point on the sales process journey, is the key to getting in the door, shortening the sales cycle, increasing pipeline velocity, avoiding stalled deals, and, of course, closing the sale.

Categorizing objections. Understanding the four types of objections helps salespeople prepare appropriate responses and strategies:

1. Prospecting objections: Occur when interrupting prospects, often reflexive
2. Red herrings: Distractions that derail the sales conversation
3. Micro-commitment objections: Resistance to next steps in the sales process
4. Buying commitment objections: Final hurdles before closing the deal

Tailored approaches. Each type of objection requires a different approach and set of skills to overcome. Mastering these allows salespeople to navigate the entire sales process more effectively.

Preparation is key. Anticipating and preparing for common objections in each category improves confidence and performance. This preparation should be an ongoing process, refined through experience and continuous learning.

5. Prospecting Objections: Mastering the Art of Interruption

When you fail to interrupt, you fail.

Embrace interruption. Successful prospecting requires the willingness to interrupt prospects' days. This is often emotionally difficult but essential for building a robust sales pipeline.

The Rule of Thirds:

1. One-third will say yes because of good timing or approach
2. One-third will say no and mean no
3. One-third will hesitate or object - this is where the opportunity lies

Three-step framework for handling prospecting objections:

1. Ledge: Use a prepared response to buy time
2. Disrupt: Break the prospect's expected pattern of interaction
3. Ask: Confidently request the next step

Preparation is crucial. Identify common objections in your industry and prepare responses in advance. This allows for more confident and effective handling of objections in the moment.

6. Micro-Commitment Objections: Keeping Deals Moving Forward

Never leave a sales meeting, whether in person or on the phone, without setting and committing to a firm next step with your stakeholder. Ever!

Importance of momentum. Micro-commitments test engagement, create deal velocity, and help collect small "yeses" that build towards the final commitment. They also leverage the investment effect, making prospects value the process more as they invest time and effort.

Common micro-commitment objections:

• "Just send me some information"
• "Call me next week"
• "I'll look it over and get back to you"

Three-step framework for handling micro-commitment objections:

1. Ledge: Use a prepared response to maintain composure
2. Explain value: Articulate why the next step is beneficial to the prospect
3. Ask again: Confidently request the commitment

Value articulation. Focus on explaining the emotional, insight, or tangible value of the next step to the prospect. This should be tailored to their specific situation and priorities.

7. Buying Commitment Objections: The Five-Step Turnaround Framework

To be successful, you're going to need to ask for what you want and learn strategies for dealing with the repercussions.

Five-step framework:

1. Relate: Show empathy and understanding
2. Isolate: Identify the real concern
3. Clarify: Ensure clear understanding of the objection
4. Minimize: Reduce the emotional impact of the objection
5. Ask: Request the commitment again

Preparation is crucial. Anticipate potential objections and practice responses. This builds confidence and improves performance in the moment.

Leverage previous commitments. Remind prospects of earlier agreements and "yeses" to create cognitive dissonance with their current objection. This can help overcome the status quo bias.

Social proof. Use case studies, testimonials, and references to minimize perceived risk and make it easier for prospects to move forward.

8. Bending Win Probability in Your Favor: Strategic Preparation

Sales outcomes are predictable, based on how salespeople leverage, execute, and move deals through the sales process.

Full pipeline. Maintaining a full pipeline of opportunities reduces desperation and improves emotional control. This starts with consistent, "fanatical" prospecting.

Qualification is key. Be disciplined about qualifying prospects to focus time and energy on high-probability opportunities. This improves overall win rates and reduces wasted effort.

Strategic preparation:

• Map account stakeholders: Understand roles and influences
• Leverage pre-call planning: Anticipate scenarios and objections
• Use the confirmation step: Verify understanding before presentations
• Conduct "murder boarding": Explore all potential deal-killers
• Practice and run through scenarios: Build confidence and reduce anxiety

Emotional control. Thorough preparation improves confidence and reduces anxiety, allowing for better emotional control during sales interactions.

9. The Power of Persistence: Relentless Pursuit of Yes

Success is paid for in advance.

Embrace rejection. Understand that rejection is a natural part of the sales process and often a stepping stone to success. Stephen King's story of persistence in the face of countless rejections illustrates this principle.

Yes has a number. Persistence increases the probability of success. Every "no" brings you closer to a "yes" if you maintain your efforts and learn from each interaction.

Continuous improvement. Use rejections and objections as opportunities to refine your approach, improve your skills, and increase your understanding of prospects' needs and concerns.

Emotional resilience. Develop the ability to bounce back from rejections and maintain a positive, persistent attitude. This resilience is often the differentiating factor between average and top-performing salespeople.

Last updated: February 4, 2025