The secret sauce to handling (almost) any objection
Objection handling isn’t just about knowing what to say—it’s about how you say it.
The secret to handling objections is dangerously simple: confidence.
Your confidence as a seller can close the gap between a buyer’s confusion and understanding.
This is because a sale requires a transfer of confidence.
Think about it—the only reason your prospect is speaking to you in the first place is that they’re uncertain. So they sure as hell don’t want to hear from someone else who sounds uncertain, too.
Is there any hesitation in your voice? Too many “umm”s and “uhh”s? A lack of enthusiasm?
Leave that weak shit at home!
You, the seller, must have so much certainty in your answer to an objection that it erases all doubt.
When you hop on a call, you need to have the conviction that the only thing standing between your prospect and success is the fact that they aren’t using your solution yet.
Make them see that certainty—and urgency—with each and every objection.
Them: Your competitor has more features.
You: Based on everything you’ve told me, it sounds like those features won’t really impact your business. Our solution does the task you need better, without the bells and whistles of our competitor.
Them: This looks really great—I’m just not ready to buy yet.
You: What will it take for you to become a customer? Walk me through the steps.
Them: The price is a little steep.
You: You’ll see so much value out of it, you’ll forget you ever said this.
Them: We have this problem, but it’s not worth paying to solve it.
You: The thing I always say is: what happens if you do nothing? Our most successful customers find that every day before they had our solution in place, they were missing out on revenue.
Every objection boils down to: “I’m not sure about this yet.”
Which means YOU have to be sure for them.
Confidence is contagious. Transfer your confidence to your buyer.
How do you get this confidence?
Confidence isn’t born, it’s built.
You build confidence through a lifetime of both failures and successes.
And hey, good news: if you’re reading this as a human adult, you absolutely have a lifetime of both failures and successes!
Here’s why you need both:
- Success gives you proof that you can win. It validates your skill. But success alone creates shallow confidence. The moment you’re hit with hardship, you fall apart.
- Failure is where the real depth comes from. When you’ve been knocked down, been dragged to hell and back, and still come out the other side? You stop fearing adversity. You become resilient, unshakeable, cool as a cucumber.
People who are great at sales chase after more sweet, sweet hits of success, and they don’t get bogged down by the failures—because they know the failures don’t last.
When you’ve been hung up on and rejected enough times, you stop caring. The worst thing a prospect can say is, “No.” Shake it off.
When you can hear “no” a million times and not take it personally, you get PEAK confidence to face any objection with clarity and poise. 💪
⚡️Get Dialed-In
Write a note on your desk:
How you say it > what you say
Memorizing objection-handling scripts is only a small part of the formula. This week, focus on your tone. Address your prospect’s concerns directly with calm, confident certainty.
