Objections are a part of day-to-day life, not just your sales career. Overcoming objections can be easy with a few simple actions.

“I’m not interested.”

“I don’t have budget.”

“I’m happy with your competitor.”

Objections will make you feel rejected.

Sometimes, they will be more painful than a punch in the stomach.

Today you will figure out how you can deal with objections with empathy.

And dodge the punch.

Disclaimer: Dealing with objections is not a follow-along task. You won’t be able to read this and be proficient simply. You will need to practice a lot before you achieve consistent success.


What you’ll learn today:

  • The psychology behind objections
  • The most effective and straightforward way to deal with objections
  • Tricks to keep your spirits high
  • Clear action steps to become better at this
  • As usual, practical examples


Think about the past 24 hours. How many times did you give out an objection?

To you colleagues?

Your kids?

Your partner?

Your friends?

I bet the number is over a dozen.

It’s human to argue and object.

That doesn’t mean that the person is not interested.

If someone is uninterested, they will ignore you (although if your partner is ignoring maybe you should address that).

Let’s evaluate: How do you feel if someone blindly agrees with everything you say?

That usually also sends off some alarm bells, right?

Imagine you went on a blind date and proposed, and they say yes.

Who is crazier? The one asking or the one saying yes?

The more commitment and effort required, the more people will object.

Ok, but what’s the point, Giulio?

Objections are a buying signal.

Let me repeat: Objections are a buying signal.

The best deals will come with objections, always.

The first important mind shift is that you want objections.

You should actively seek them out.

If you uncover the prospect’s reason for not buying, you will get one of two outcomes:

  1. They’re not qualified buyers, recommend a better-suited product and move on
  2. They are qualified buyers; you can try and turn them into clients

That’s it.

Final point: savvy buyers will give you objections to test you.

If you can’t handle their objections, how will you help them?

PS: Sometimes objections are simply a reflex.

The same reflex you likely have if someone asks you for money on the street.

There are many crappy sellers out there, and most people will automatically try and fob you off until you prove valuable.


What do you do when you’re given an objection?

You have two options:

  1. Accept and empathise
  2. Disagree and argue

You may not be Sherlock Holmes, but which of the two do you think will work best?

You’re attempting to persuade the prospect of the merits of your service.

You can either be right or win.

How do you accept and empathise?

It’s very simple: No matter the objection, smile and react positively.


It will immediately reduce the tension and change the mood from negative to positive.


Prospect: I’m not interested.

You: That’s great; it tells me you’re not easily impressed; most of our clients are also very picky.

Prospect: I don’t have budget.

You: That must suck; I can’t imagine how much harder that makes your job.

Showing you understand and care instead of going into your robotic pitch will help you stand out.

Task: For the next 24 hours, try to accept and empathise with all objections in your life and watch the beautiful results.

Ok, but after acceptance, what?

You gained a few more seconds with the prospect.

You have three options:

  1. Disqualify
  2. Ask a question
  3. Present a relevant solution

Sometimes the objection is genuine.

For example, if the buyer just bought from your competitor and is tied in for 12 months, then arrange the next steps (i.e. call back in 6 months) and move on.

Always pick asking a question; the prospect will give out more information and time to determine the next move.

However, let’s say you have a solution that obliterates the objection; then go for it.


Prospect: I don’t have budget.

You: That must suck; I can’t imagine how much harder that makes your job. Luckily we can set up a delayed payment plan so you won’t have to invest a penny for six months.

You will be very awkward at the beginning when you accept objections.

However, a positive answer will also lighten your mood.

This framework enables you to motivate yourself while doing a tough job.

Objections are inevitable; you can only become better at dealing with them.

Unfortunately, objections rarely come alone.

There will be several to handle, likely one after the other.

Chin up, keep practising, and you will be ok.


Prospect: I’m not interested

  • You: That makes sense; it would be odd if you were without many details. Most people who are initially not interested become our best customers. May I ask one more question?
  • You: That’s understandable. It means you’re either loyal to your current solution or don’t have a need for it. That usually means you’d be a great client to have. May I ask one more question?
  • You: That’s great; it’s a sign that you’re not easily impressed. The best prospects rarely are. May I ask one more question?

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