How to handle objections
An objection is a question with stakes. Most go wrong before the answer: the objection was half heard, or answered with something nearby. This method works in a sales call and in any meeting.
Key takeaways
- Let the objection finish, then say it back.
- Answer the objection that was raised, not a nearby one.
- If you don’t know, say who will find out and by when.
- Check it landed: was it closed, or did you give it up?
Let it finish
Objections often start vague and get specific at the end. Interrupting answers the vague version. Wait for the last word, and if it’s still vague, ask “What would you need to see?”
Say it back
Restating the objection shows you heard it, and lets the other person correct you before you answer the wrong thing. When two people disagree, say each side back before you move on.
Answer what was asked
Under pressure, it is natural to answer the nearby question you have a good answer for. The other person notices, and the objection comes back later, usually bigger.
When you don’t know, give a date
“I don’t know yet” is a strong answer when it comes with who will find out and by when. It turns an objection into a commitment the other person can hold you to.
- Say plainly when there is no owner or estimate yet.
- Name who will find out, and by when.
- Then add what you own, if it helps.
Give in when you should
Not every objection should be won. When the other person has a better reason, conceding quickly earns credibility for the next disagreement. The problem is yielding without noticing, or yielding to end the discomfort.
Check that it landed
An objection that goes quiet isn’t always closed. Before moving on, ask “Does that answer it?” and listen to the answer. If the same objection comes back in the next meeting, it was never closed.
Keep a record
Write down each objection and how it ended. Patterns show up quickly: the same worry from different people, or the same kind of objection you tend to give up on.
