A sales professional thought he had the deal closed. Great meeting. Good rapport. Then the prospect said: “Let me think about it.”
Translation: “I’m probably not buying.”
What Sales Objections Really Mean
An objection isn’t a rejection. It’s a roadblock between where the prospect is and where they want to go. Your job? Remove the roadblock.
Most sales training gives you scripted responses for common objections:
- “The price is too high” → Script A
- “I need to talk to my boss” → Script B
- “I’m already working with a competitor” → Script C
That works. Until you hear an objection you’ve never encountered. Then you freeze.
Here’s a better approach: a framework that handles any objection, scripted or not.
The 3-Step Framework: Empathize, Seek Truth, Reframe
Step 1: Empathize
When someone objects, your instinct is to counter immediately. “Actually, our price is competitive…” or “But our solution is better than…”
Wrong move. That triggers defensiveness.
Instead, acknowledge their concern. Make them feel heard.
Prospect: “This is too expensive.”
Bad response: “Actually, if you look at the ROI…”
Good response: “I totally understand. Budget is always a consideration. Can I ask what you’re comparing it to?”
See the difference? One starts an argument. The other starts a conversation.
Moreover, empathy builds trust. When someone feels understood, they open up. That’s when you get to the real objection.
Step 2: Seek the Truth
The first objection is rarely the real one. It’s a surface-level defense mechanism.
“I need to think about it” usually means:
- I don’t trust you yet
- I don’t see the value
- I need approval I haven’t mentioned
- I’m scared of making the wrong decision
Therefore, you need to dig deeper. Ask clarifying questions.
Prospect: “Let me think about it.”
You: “Of course. Since we’re already talking, what specifically do you need to think about? Maybe I can help clarify while we’re on the phone.”
Prospect: “Well, honestly, I need to run this by my boss. She’s the one who approves all purchases.”
Aha. Now you know the real objection. It’s not about thinking—it’s about approval.
Step 3: Reframe
Once you know the real objection, reframe the situation to remove the roadblock.
You: “That makes total sense. Would it be easier if we scheduled a call with you and your boss together? That way I can answer her questions directly instead of you having to relay everything.”
Prospect: “Actually, yeah. That would help.”
Boom. Objection handled. Meeting scheduled.
Additionally, reframing shows you’re solution-oriented. You’re not pushing—you’re problem-solving.
Real-World Examples
Example 1: Price Objection
Prospect: “Your competitor is 30% cheaper.”
Step 1 – Empathize: “I hear you. Price is definitely important.”
Step 2 – Seek Truth: “Can I ask—what are you comparing specifically? Sometimes packages include different features.”
Prospect: “They quoted me $5K for the setup.”
You: “Got it. Does that include the ongoing support and training we discussed?”
Prospect: “Actually, no. That’s separate.”
Step 3 – Reframe: “So if we break down the costs, you’re looking at $5K setup plus around $2K for support and training, which puts them at $7K total. We’re at $6.5K with everything included. Plus our support is unlimited, not capped at 10 hours. Does that change the comparison?”
Prospect: “Okay, that makes more sense.”
Example 2: Timing Objection
Prospect: “We’re not ready to move forward right now.”
Step 1 – Empathize: “I completely understand. Timing needs to work for you.”
Step 2 – Seek Truth: “Just so I can better understand—what would need to happen for you to be ready?”
Prospect: “Honestly, we’re in the middle of a restructure. Things are chaotic.”
Step 3 – Reframe: “Got it. What if we set up the system now while things are in flux, so it’s ready when you stabilize? That way you’re not scrambling to implement when you need it most.”
Prospect: “Hmm. I hadn’t thought of it that way.”
Common Objections and Hidden Meanings
| What They Say | What They Mean |
|---|---|
| “I need to think about it” | I don’t trust you / I don’t see value / I need approval |
| “It’s too expensive” | I don’t see the ROI / I need to shuffle budget / Your price doesn’t match perceived value |
| “We’re already working with someone” | They haven’t given me a reason to switch yet |
| “Send me some information” | I want you to go away politely |
Consequently, never take objections at face value. Always dig deeper.
What Not to Do
Mistake 1: Arguing with the prospect. You’ll never win by making them feel dumb.
Mistake 2: Giving up immediately. “Okay, let me know if anything changes!” That’s not persistence—that’s surrender.
Mistake 3: Using manipulative tactics. Pressure and guilt might get a short-term yes. They’ll get a long-term refund and bad review.
Mistake 4: Not preparing for common objections. You should have strong responses ready for the top five you hear repeatedly.
Tools to Master Objection Handling
Recommended resources:
- Sales methodology books – Teach you to reframe customer thinking, not just react to objections.
- Wireless headsets for calls – Hands-free means you can take notes while handling objections. Small edge, big difference.
Practice Makes Permanent
One sales professional used to panic when objections came up. They’d fumble, backpedal, and lose deals.
Then they started role-playing with colleagues. Every common objection, practiced twenty times. Eventually, objections stopped feeling like attacks. They became opportunities to clarify and educate.
Your practice plan:
- List your five most common objections
- Write out the 3-step framework for each
- Role-play with a colleague or record yourself
- Adjust based on what sounds natural
Additionally, record real sales calls (with permission). Listen back. Notice where you handled objections well and where you fumbled. Learn from both.
The Mindset Shift
Stop seeing objections as barriers. Start seeing them as buying signals. Someone who objects is still engaged. They haven’t hung up. They’re considering.
Moreover, objections tell you what’s important to them. Price objections? They care about budget. Timing objections? They care about readiness. Each objection is intel.
One experienced professional reframed their entire approach this way. Objections became their favorite part of sales calls. “That’s when I know they’re serious,” they said. “They’re thinking through the details.”
The Bottom Line
Objection handling isn’t about having perfect rebuttals memorized. It’s about empathy, curiosity, and problem-solving.
Someone who says “I need to think about it” isn’t your enemy. They’re stuck. Your job is to unstick them by understanding what’s really holding them back.
Your challenge: In your next sales conversation, use this framework. Don’t argue. Don’t pressure. Just empathize, seek truth, and reframe.
Watch what happens.
Now go practice.