Hearing “no” isn’t easy, especially in sales. It’s a rejection we often react to emotionally, pushing harder in hopes of reversing the answer. However, immediately countering objections is usually ineffective, as this response is driven more by impulse than by strategy.
A better approach is to use a “cushion”—a neutral statement that buys a few seconds to regroup and keeps the conversation calm. For example, if a client says, “it’s too expensive,” respond with, “It’s important to have good budget management,” instead of jumping into a justification. This brief pause lets you refocus and prompts you to ask “why” instead, uncovering the real reasons behind the client’s objection.
Hearing a reason like “it’s too expensive” is often just a headline—surface-level feedback that may mask underlying concerns. Much like retail shoppers who claim they dislike a color to avoid revealing they can’t afford the item, buyers may deflect to avoid discussing their true reservations. Digging deeper is essential. Asking “Why is that a problem?” and probing further helps reveal their actual issues, and asking, “Are there other reasons?” ensures you’ve gathered all potential objections.
Once the main reason is identified, determine if it’s based on fact or misconception. False information may require a firm rebuttal backed by evidence. If the objection is legitimate—like delivery time issues tied to quality standards—acknowledge it, explain, and see if there’s a workaround.
In cases where finances are the concern, reframing your product as a solution to help improve their business can be effective. The key is addressing objections only after fully understanding the client’s perspective. Without this understanding, you risk wasting time on objections that don’t address their real concerns.
Ultimately, by pausing, asking strategic questions, and prioritizing key objections, you can either resolve the issue or determine that it’s best to move on to another client who can benefit from your offer.
