Most people who present a product or a service don’t like objections. After all, objections are a form of “no” or “not yet.” I was one of those people for many years, until I understood what an objection is and how to overcome it.

What is an objection? It is a stall, an attempt to put off the sales decision. It is a temporary decision not to make a decision. When prospects give you objections, they are looking to justify why they feel they cannot get started today.

Most people want our product or service but have challenges deciding. The inner conflict that creates objections is rooted in the fear of making a bad decision. Essentially, the objecting person is saying, “I want to buy, but you have not shown me enough value to decide now.” In the mind of the prospect, little doubts create questions and big doubts create objections. A sincere objection can be a form of disagreement, but most often it is a question in disguise.

Learn to Master Objections

When someone gives us an objection, it is up to us to find out what the underlying hesitation is. Rarely, if ever, is the stated objection the real reason for not buying. Our role as salespeople is to get to the point so we can help the prospect reach a decision.

You can’t master sales unless you master objections. Here are a few simple rules and philosophies I have found helpful.

Responding to Common Objections

Before giving a sales presentation, learn and practice four or five different ways to respond to the most common objections. Unanswered objections always create more objections. Your answers to objections must be short (less than thirty seconds) and concise.

Most objections are best answered in the form of questions. For one thing, this way you get the prospect to talk, which can help to flush out the underlying concern. Another reason for converting your answer into a question is that it helps you keep control of the conversation; if you are on the defensive you lose your power. Once you ask a question, be silent.

Here are some great ways to neutralize the money objection. When your prospect says, “I don’t have the money,” ask:

Mastering objections is a sales skill that will serve you well beyond the sales process. It is an intricate part of the art of persuasion. Look at it as helping people decide and moving them to action. Before you know it, you too will grow to love objections.


JEFFREY ST. LAURENT is the founder of True You Inc.
and an internationally recognized author, speaker and success coach.
Jeff specializes in assisting entrepreneurs improve the results in
their business and life by focusing on the health of their bodies and minds.