An objection is just a request for more information.

“No” is one of the most powerful words in business. It can stand between you and everything you want to achieve.

“No” represents an opportunity to improve, an opportunity to gain insight and feedback that you would otherwise miss.

“No” can sometimes be more powerful for your business than “Yes”.

When a client presents objections it’s not a bad thing. It’s actually an indicator that they are interested; they simply need some more information to get to “Yes”.

If the client truly wasn’t interested they wouldn’t take the time to ask you more about your offering.

Why does objection handling matter?

The answer? Communication.

Your offering could be the best in the world., your sales pitch smooth and seemingly successful, but the client fails to proceed to buy.

Objections arise because you have not presented the client with the information they need to make a decision to buy your offering.

Most salespeople rely on their client to raise objections which can then be handled. Rather than leaving this crucial part of the sale to chance I would suggest you not only ask for objections, but you suggest them.

From resistance comes strength

Most salespeople avoid objections and certainly don’t suggest them on behalf of the client.

The reality is that in the selling environment you need to display confidence, certainty and expertise to close the sale.

If you suggest an objection to a buyer that they are experiencing but not raising: ‘you probably think we are expensive, it’s OK, we get that a lot, but that’s because..” You are likely to connect with the buyer and alay their concern.

Even if you don’t touch on the specific objection they have in mind, you display confidence and control which increases trust and you create safe space to say “no”.

The worst objection is no objection

If a client fails to raise any form of objection and simply disappears then this is one fo the worst outcomes.


This book will help you to understand and handle ANY objection.

This book gives you a principle based system to understand and handle any objection you are faced with.

Using principles allows you to internalise and understand the situation rather than simply referring to a long list of prescribed “rebuttals.”

Don’t take “no” for an answer. Buy this book.