Objections Are Signals

Hi,

Objections aren’t rejection, they’re a revelation. Every time a buyer pushes back, stalls, or challenges you, they’re giving you insight into what matters most to them. Whether it’s pricing, timing, risk, or inertia, objections are like road signs on the buyer’s journey. The problem? Most sellers treat them like stop signs instead of signals. And that means missed revenue, missed trust, and missed growth. When you learn to interpret resistance correctly, you don’t just “overcome” objections, you advance the conversation with authority and empathy.

This workshop is designed for sellers, sales managers, and business owners who want to get sharper, more confident, and more proactive in the toughest part of any deal cycle: handling friction. You’ll walk away with tools to identify what’s really behind each objection, frameworks to respond with credibility and clarity, and strategies to turn resistance into revenue. Whether you’re training a team, coaching a top rep, or trying to scale yourself as a founder-led seller, this is the workshop that shifts objections from threat to opportunity.

3-STEP WORKSHOP FRAMEWORK

STEP 1: DECODE THE SIGNAL

Before you try to "overcome" an objection, ask yourself: What kind of signal is this?

Goal: Understand what kind of objection you're hearing. Common types of objections: Lack of Understanding, Lack of Urgency, Lack of Trust. 

How to Execute: Log objections using an Objection Tracker. Review for patterns weekly or monthly.

Example: “We’re going with someone cheaper.” Turns out they didn’t see the ROI clearly. Not a price issue, a clarity issue.

Use this table to track and categorize what you’re hearing:

• Understanding: They don’t fully grasp your value.

• Urgency: It’s not a now problem (yet).

• Trust: They’re not sure about you, your product, or your brand.
  

• Tip: Use a shared Objection Tracker with your team. Review it monthly to spot patterns in pushback and evolve your pitch before the next conversation even starts.

STEP 2: REFRAME WITH CURIOSITY

Objections can make us defensive, but the best sellers stay curious. Instead of arguing, they explore.

Goal: Shift from defense to dialogue. 

Go-to Questions: “What would make this worth your investment?”, “What are you comparing us to?”, “What’s your ideal outcome?”

How to Execute: Weekly team roleplays with rotating ‘objection givers’, Debrief and iterate on tone, timing, and follow-up

Example:

“We’re happy with our vendor.” “If you could improve one thing, what would it be?”

Try asking:

Practice Exercise:

• Roleplay 2 objections per week in your team meeting.

• One teammate gives a real-life objection.

• The other practices asking clarifying questions.

• Keep it fast, fun, and focused.

STEP 3: ENGINEER YOUR RESPONSES IN ADVANCE

Prepare your responses in advance, not scripts, but strategic toolkits.

Goal: Build a go-to objection playbook. 

Template Format: Objection, Empathetic Acknowledgement, Clarifying Question, Proof Point, or Reframe. 

How to Execute: Use cross-functional input (Sales, CS, Product). Revisit and update quarterly

Example: “Seems risky.” “Totally fair. [Client Name] said the same, then saw a 23% lift in 90 days. Want to see how?”

Pro Tip: Build this as a shared doc between Sales, Customer Success, and Product. Update quarterly based on real customer calls.

Tips for Success

• Don’t overcome, understand

• Make it a team ritual: share wins + losses weekly

• Listen more than you speak. The objection is only the start of the conversation.

• Silence is a strategy. After you ask a reframing question, pause. Let them fill the gap.

• Measure improvement. Track objections by type and resolution. Did the reframe help move the deal?

Real-World Example

At a B2B SaaS company, reps were losing deals on “price.” After reviewing 3 months of objection logs, they found most objections weren’t really about money, they were about unclear value. They rewrote their objection responses using customer success data. In 60 days, win rates improved by 18%.

Reading List

1. Exactly What to Say: The Magic Words for Influence and Impact
   Phil M. Jones, 2017 – Page Two
   A powerful guide to language that reduces friction in sales conversations.

2. The JOLT Effect: How High Performers Overcome Customer Indecision
   Matthew Dixon & Ted McKenna, 2022 – Penguin Random House
   Based on new research, this book helps teams move past objections caused by indecision, not just rejection.

3. The Sales Tactician: Spycraft Techniques For Revenue Success
   Mort Greenberg, 2025 – digitalCORE Publishing
   From crafting compelling presentations to mastering the art of timing, this book equips you with the tools to thrive in even the most complex environments.

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The Revenue Workshop isn’t theory. It’s a field-tested system used by real leaders, in real markets, under real pressure.  

Each newsletter is based on one of over 300 workshops and worksheets found in the eight books of the RevenueVsSales.com and TheFocusedSeller.com book series.

To contact us, email [email protected]

Thank you for your time!