Module 04
Objection Handling
The best objection is one that never comes up. Master the mindset first, then learn the framework that handles anything.
Preventing Objections
Not having objections is more important than handling them. The best closers do not have a library of rebuttals memorized. They build so much trust, rapport, and understanding in the first 65% of the conversation that objections rarely surface. When they do, it means the prospect is still engaged and just needs more information. That is a good thing.
The 40/25 Rule
40% of sales success comes from trust and rapport. 25% comes from understanding their needs and wants. Only about 5–10% is actually handling objections. If you do the first 65% right, objections rarely come up.
Expect the Best, Prepare for Anything Else
The reps who get the most objections are the ones who expect them. Expect the prospect to align, learn, and get excited. People who are confident and follow the earlier steps almost never face objections.
Get Excited When You Hear an Objection
The one thing worse than an objection is silence. An objection means they are still engaged and just need more information. Do not treat it as judgment — treat it as curiosity.
Rapport Turns Objections Into Questions
When you have great rapport, people ask questions to get help making a decision. When you do not have rapport, they make statements of resistance. "Do you offer financing?" vs. "I can't afford it" — same concern, completely different energy.
Pre-Framing
If you know a common objection is coming (usually money, time, or needing third party approval), bring it up before they do. Example: "Some people focus too much on the cost and not enough on the ROI of their investment." This makes it harder for them to raise that same objection later without sounding like 'one of those people.'
Mind Reading Techniques
Say what they are likely thinking before they say it. "You may be wondering why we structure the investment this way." This builds trust because it shows you understand their perspective.
Test Closes
Take their temperature throughout the call. "I'm curious, if you were to proceed with this, what would be your main reasons for doing so?" This gives you a reading on commitment before you are deep into the close.
The 7-Step Framework
Key Principle
This is a PROCESS, not a script. You do not memorize objections and responses. You learn this framework and it works for any objection that comes up \u2014 even ones you have never heard before. You also do not have to use every step every time. You can skip ahead if you have enough information.
But never skip straight to Step 6 or 7 without going through the earlier listening steps.
Important
The first time you provide a solution is Step 6. Most reps try to solve at Step 1 \u2014 that is what makes them sound like they have commission breath. Steps 1\u20133 are about listening. Step 4 is about isolating. Step 5 is about reframing. Only Step 6 is about answering.
Front-Call PR Rebuttals
These are FRONT-CALL rebuttals
Used during the initial cold call (PR call) when the prospect says NO. These are different from the close-call objections below. If you do not use rebuttals, you are accepting the first NO, and you will not produce good books. Period. Rebuttals are what turn $25,000-a-year draw dogs into six-figure oil and gas professionals, regardless of the price of oil.
Objections by Category
Each objection card shows the full 7-step walkthrough for that specific situation. Tags are clickable \u2014 click any tag to filter by category.
Showing 8 of 8 objections