How to handle objections and close deals confidently
Reframe objections as buying signals, address concerns with empathy and evidence, and guide prospects to confident decisions.
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0 of 8 steps completedStep-by-Step Instructions
1 Step 1: Understand that objections are normal and often a sign of interest
Step 1: Understand that objections are normal and often a sign of interest
Prospects who object are still engaged—they're not saying no, they're saying "not yet" or "I need more information." Expect and welcome objections. They reveal what's holding the prospect back and give you a roadmap for moving forward. Silence is worse than objections.
Objections by Jeb Blount
Comprehensive guide to the art and science of handling sales objections
2 Step 2: Listen fully before responding—don't interrupt or get defensive
Step 2: Listen fully before responding—don't interrupt or get defensive
Let them finish. Ask clarifying questions: "Tell me more about that concern." Often the stated objection isn't the real one. By listening and probing, you uncover the true barrier. Rushing to rebut shows you're not listening. Empathy and curiosity defuse tension.
Never Split the Difference by Chris Voss
FBI negotiation tactics for active listening and handling difficult conversations
3 Step 3: Validate their concern before addressing it
Step 3: Validate their concern before addressing it
Say: "I understand why you'd think that" or "That's a fair question." Validation shows respect and lowers defensiveness. Never dismiss an objection as invalid. Acknowledging their perspective earns you the right to offer a different view.
Sandler Training
Sales methodology including the "Negative Reverse" technique for objections
4 Step 4: Address common objections with evidence and examples
Step 4: Address common objections with evidence and examples
For "too expensive": reframe around ROI and cost of inaction. For "not the right time": explore urgency and cost of delay. For "need to think about it": ask what specifically they need to think about and help them think through it now. Use case studies, data, and social proof to counter objections with credibility.
Highspot
Sales enablement platform to organize objection-handling collateral and case studies
5 Step 5: Isolate the objection to confirm it's the real blocker
Step 5: Isolate the objection to confirm it's the real blocker
Ask: "If we can solve this, is there anything else preventing you from moving forward?" Often there are hidden objections. Surface all concerns before trying to close. If price is the stated objection but trust is the real issue, solving for price won't close the deal.
The Secrets of Question Based Selling by Thomas Freese
Framework for using questions to uncover and isolate hidden objections
6 Step 6: Use trial closes throughout the sales process
Step 6: Use trial closes throughout the sales process
Ask questions like: "Does this approach make sense?" "Can you see this working for your team?" "If we addressed X, would you be ready to move forward?" Trial closes test readiness and surface objections early when they're easier to address. Don't wait until the end to check where they stand.
The Closer's Survival Guide by Grant Cardone
Sales training focused on trial closes and moving deals forward
7 Step 7: Confidently ask for the business when the time is right
Step 7: Confidently ask for the business when the time is right
Once objections are addressed, ask directly: "Are you ready to get started?" or "Should we move forward?" Don't apologize or hedge. Confidence is contagious. If you believe in your solution, communicate that. Many deals are lost because the salesperson never actually asks for the close.
The Little Red Book of Selling by Jeffrey Gitomer
Practical principles for confidently asking for the business
Chorus (by ZoomInfo)
Record and review closing conversations to improve confidence and technique
8 Step 8: Learn from every objection and refine your approach
Step 8: Learn from every objection and refine your approach
Track which objections come up most often and at what stage. Develop better answers, proactive collateral, and process improvements to prevent objections from arising. If "integration is complicated" comes up repeatedly, create an integration guide. Continuous improvement makes you harder to say no to.
Crayon
Track competitors and market intel to proactively address competitive objections