Practical Sales Training™ > How To Convert > Objection Concession
What is it?
An objection concession is when you make small, thoughtful compromises to overcome buyer resistance. Instead of lowering your price, you offer something extra that adds reassurance or perceived value. It could be more time, more access, an additional feature, or a bonus resource that makes the buyer feel they are getting more without you giving too much away. The goal is to keep the deal moving forward while maintaining the integrity of your pricing and positioning.
How does it work?
When a buyer hesitates, it is often not because they do not want what you are selling, but because they need a little more certainty. Small concessions work by tipping the balance of value and trust in your favour. For example, extending a trial period, offering an onboarding call, or including a follow-up review adds reassurance without undermining your price. These gestures feel personal and cooperative, helping buyers feel supported rather than sold to.
Psychologically, it also creates a sense of reciprocity. When you give a little, buyers are more likely to give back — often by agreeing to move ahead. The trick is to prepare these concessions in advance so you are not improvising under pressure.
How can you use it?
Plan a small menu of concessions that protect your margins but give buyers confidence to say yes.
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Add time: “We’ll extend your trial from 14 days to 30 so you can see the full impact.”
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Add access: “You’ll get direct email access to our founder for your first 90 days.”
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Add extras: “We’ll include a strategy session or an additional template pack.”
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Add flexibility: “You can pause or adjust after three months if it is not working as expected.”
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Add reassurance: “We’ll include a 30-day success review to make sure you are getting results.”
Use objection concessions strategically. They are not discounts, they are confidence builders. You are not giving away profit, you are giving buyers a reason to feel certain about their decision.
Example
Here’s a short hypothetical example:
A marketing agency pitches a £5,000 campaign to a potential client. The client hesitates, saying, “We’re not sure we’ll get the results.”
Instead of lowering the price, the agency offers an objection concession:
“I completely understand. To make sure you’re comfortable, we’ll include a 30-day performance review and a free creative refresh if the first version underperforms. That way, you know we’re invested in getting it right.”
The client feels reassured, the price stays firm, and the small concession helps close the deal.
See also
