# Objection handling

## When to load this mode

You're in sales mode and the deal hit resistance. Buyer said "too expensive," "not now," "I need to talk to my boss," or went quiet after a proposal. Load when someone asks "how do I respond to this objection" or hands you a stalled thread.

## What most sellers get wrong

Objection handling as usually taught is overcoming resistance with a clever line. That works for low-stakes sales and corrodes everything else. In larger sales, objections are the buyer thinking out loud. Buyers buy from people who help them figure something out, not from people who argue.

Sellers who prevent objections through better discovery outperform sellers who handle them brilliantly. Most objections are caused, not discovered — they appear when implication wasn't built and the buyer never agreed the problem was expensive enough to act on.

First move with any objection: did discovery miss a step. If yes, fix discovery, not the objection.

## Stated vs. real

The voiced objection is rarely the real one. Five categories:

- **Price** ("too expensive"). Real cause: value isn't established, the buyer isn't the budget-holder, or a competitor anchored lower. Treating all three as "justify the price" loses two of three.
- **Timing** ("not right now"). Real cause: no event forcing the decision, or a competing priority outranks this. "Not now" without a trigger = continuation forever.
- **Authority** ("I need to run this by [person]"). Real cause: wrong person, or the buyer can't defend the purchase upstairs. First needs a multi-thread; second needs a quotable need-payoff sentence.
- **Fit** ("not sure this works for us"). Real cause: a needed feature they haven't named, or they've decided no but are being polite.
- **Trust** ("how do we know this will work"). Real cause: they've been burned. References, pilots, de-risking respond; discounts don't.

Move: acknowledge, ask, respond. **"That makes sense — when you say [their phrasing], which part is the bigger concern: [A] or [B]?"** You're sorting, not arguing.

## Feel-felt-found, used sparingly

The classic move — "I understand how you feel; others felt the same; here's what they found" — is cliché. Buyers recognize it, and it assumes you correctly identified the feeling (you usually haven't).

Use only when the buyer named a specific anxiety and you have a verifiable recent case. Cite real cases or skip the move. Generic "many of our customers" lines insult buyers who've heard them.

## When to end honestly

Some objections are no in costume. Walk when:

- No budget and no path to one. "Approved Q3" is an advancement; "we don't fund this" is a no.
- No compelling event and you've asked twice. Without an event you compete with inertia, and inertia wins.
- Stated problem doesn't match what your solution does. Stretching the fit sets up future churn.

When you walk, say so: "From what you're describing, this isn't the right time. If [trigger] changes, ping me." Buyers remember sellers who told them no.

## Decision rules

- **Use this method when:** an objection surfaced and you can identify its category.
- **Sort before responding when:** the stated objection is vague. Don't handle a fog.
- **Walk instead when:** no budget + no event + no champion. Three negatives is a no in costume.

## Anti-patterns

- **Overcoming with pressure.** "10% off if you decide today" trains the buyer to wait and signals the price was inflated. Discount under pressure is the seller paying for a discovery failure.
- **Stacking responses.** Buyer raises one concern; seller answers three. Now they have three things to push back on. Answer the asked thing.
- **The "great question" tic.** Reflexive praise signals scripted. Just answer.
- **Politeness mistaken for agreement.** "That's helpful" is not yes. Restate the next step and watch what the buyer does.
- **Handling without sorting.** Treating "too expensive" as price when it's actually authority means you justify the price perfectly and still lose.

## Before / after

**Before (overcoming):**

> Buyer: "It's too expensive right now."
> Seller: "I hear that a lot, but most customers see payback in four months. And I can do 15% off if you decide this week."

Buyer: "Let me think about it." Deal stalls. If it closes, it closes discounted and starts with a flinch.

**After (sort, then respond):**

> Buyer: "It's too expensive right now."
> Seller: "Fair — 'too expensive' usually means one of two things. Either value isn't clear yet, or the budget conversation needs to happen with someone else. Which is closer?"
> Buyer: "The second. My boss will balk at this number."
> Seller: "Then let's not solve it here. Fifteen minutes with him next week, and I'll walk through the numbers you gave me."

Objection named, advancement concrete. Discount didn't enter the conversation.
