#65: 5 Common Objections and how to Handling them

+4-Step Objection Handling Framework

Mar 21, 2024

∙ Paid

Hi Friends,

I feel like most people over engineer objection handling.

It’s pretty straight forward and based off my experience requires a simple framework and a 4-step approach.

Step 1: Acknowledge
Step 2: Labeling (Shoutout to Chris Voss)
Step 3: “That’s actually why I called” statement
Step 4: Open-ended question

A whimsical scene in an office setting where a salesperson, dressed in an oversized suit with exaggeratedly large glasses, animatedly addresses an objection from a potential client. The client, wearing a brightly colored outfit and an oversized bow tie, looks surprised with a comic-style thought bubble showing a lightbulb over their head, symbolizing a sudden understanding. Around them, office pets, including a cat in a tiny desk chair and a dog wearing a tie, watch the scene with interest. The office itself is filled with playful elements, like a mini putting green and a colorful poster that reads 'Objections Welcome!'. The atmosphere is light-hearted and fun, with both characters standing, engaged in a lively exchange. — ChatGPT: Draw me a photo of a salesperson handling an objection, but make it funny.

1. Acknowledge

The last thing you want to do is come across as combative. When you reach out to somebody cold, they are what Josh Braun calls “in the zone of resistance”.

Nobody wants to get pitched all day and are naturally going to be skeptical of a stranger. Don’t focus on handling the objection right away. Acknowledge it.

Prospect: “We are not interested”

You: “Totally understand, Tom. I am calling you out of the blue after all, I’d feel the same.

2. Labeling

Labeling is simply the verbal observations of feelings. It makes the prospect feel heard:

Prospect: “We are not interested, we already have a solution in place.”

You: “That must feel good” or “It sounds like you are quite happy with the current solution in place”

3. “That’s actually why I called” statement

This sentence is key because it defuses the objection and allows you to smoothly transition for the reason you called.

After you label the objection and *pause* to see if they open up (or don’t), you simple say:

“That’s actually why I called…”

4. Open-ended question

This is where you focus on the reason for your call and ask an open-ended question to open the conversation to more discovery.

Here’s how this 4-step approach plays out with 5 common objections:

1. We already have a solution in place

Acknowledge: “Totally hear you, Tom. Figured you probably had something in place.

Label: It sounds like you already have [PROBLEM] fully figured out with no issues.

*Pause* and see if they open up any more and highlight any issues.

Statement: Actually that’s why I called…

Open-ended question: I was just speaking with [SIMILAR COMPANY] that was using [COMPETITOR] and liked that we could [DIFFERENTIATOR].

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