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Objections are a natural part of every sales conversation. Top performers don't fear objections - they welcome them as opportunities to understand concerns and move the deal forward.

The Psychology of Objections

Most objections fall into one of four categories:

Lack of trust: They don't trust you, your company, or your solution yet.
Lack of need: They don't see the problem or the urgency to solve it.
Lack of urgency: They see the value but not why now.
Lack of authority: They can't make the decision alone.

The LAER Framework

L - Listen

Hear the full objection without interrupting.

A - Acknowledge

Show you understand and validate their concern.

E - Explore

Ask questions to understand the real issue.

R - Respond

Address the specific concern with evidence.

Common Mistakes in Objection Handling

Interrupting: Let them finish before you respond.
Getting defensive: Stay calm and curious.
Arguing: You can win the argument but lose the deal.
Assuming the objection: Ask clarifying questions first.
Not asking for the close: After handling, ask for the next step.

Preventing vs. Handling Objections

The best objection handling happens before objections arise. Address common concerns proactively in your pitch, and many objections will never come up.

Objection Handling Library

"It's too expensive"

"We don't have the budget"

"Your competitor is cheaper"

"Can you give me a discount?"

"We need to cut costs right now"

"Now is not a good time"

"Call me back next quarter"

"We're in the middle of another project"

"We just signed a contract with someone else"

"We're too busy right now"

"I've never heard of your company"

"How do I know this will work for us?"

"I need to talk to my boss/team"

"Send me more information"

"I need to do more research"

"We're happy with our current solution"

"We handle this internally"

"We're not looking to change anything right now"

"This isn't a priority for us"

"We tried something similar and it didn't work"

"We're already talking to your competitor"

"We use [competitor name]"

"Why should I choose you over [competitor]?"

"Your competitor has more features"

"Let me think about it"

"I'm not the decision maker"

"I'll get back to you"

"We need to see a demo first"

"This won't integrate with our current tools"

"We don't have the technical resources to implement this"

"Our IT team won't approve this"

"I don't see the ROI"

"I don't understand what you do"

"We don't have a problem in this area"

"What if it doesn't work?"

"We've been burned before"

"What happens if you go out of business?"

"This seems too good to be true"

"Just email me something"

"We're all set / Not interested"

Mastering Sales Objection Handling