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Sales Skills / Turn “No” Into “Not Yet” / Lesson 06
LESSON 06 · TURN “NO” INTO “NOT YET”

Know the Top Ten Objections Before You Hear Them

Practical ways to know the top ten objections before you hear them, so you answer calmly and well.

Preparation is calm. You will hear the same ones again.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Objections (Jeb Blount), Never Split the Difference (Chris Voss), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: Most objections are predictable
TIP 1

Most objections are predictable

About ten concerns, such as price, timing and trust, appear again and again in sales.

TRY THIS
Write your own list.
Photo for the tip: Price: it costs too much
TIP 2

Price: it costs too much

Prepare to discuss value, results and options before price becomes the only topic.

TRY THIS
Plan a value story.
Photo for the tip: Timing: now is not the right moment
TIP 3

Timing: now is not the right moment

Learn what is behind the delay and offer a small step that fits their schedule.

TRY THIS
Prepare a light start.
Photo for the tip: Trust: I do not know you
TIP 4

Trust: I do not know you

Provide proof, references and a low-risk way to begin.

TRY THIS
Gather three testimonials.
Photo for the tip: Need: we are fine as we are
TIP 5

Need: we are fine as we are

Return to questions about goals, costs of the current way and what they would improve.

TRY THIS
Prepare discovery questions.
Photo for the tip: Authority: I must ask someone else
TIP 6

Authority: I must ask someone else

Offer to help prepare a summary and to meet the decision maker.

TRY THIS
Create a short brief.
Photo for the tip: Competition: we use someone else
TIP 7

Competition: we use someone else

Learn what they like and find a respectful angle for your strengths.

TRY THIS
Prepare comparison points.
Photo for the tip: Risk: what if it does not work?
TIP 8

Risk: what if it does not work?

Prepare guarantees, trials and stories of similar customers.

TRY THIS
Write your guarantee line.
Photo for the tip: Effort: it sounds like a lot of work
TIP 9

Effort: it sounds like a lot of work

Show how simple the start can be and what you handle for them.

TRY THIS
Outline the first week.
Photo for the tip: Past experience: we tried this before
TIP 10

Past experience: we tried this before

Ask what happened and explain what is different now.

TRY THIS
Prepare your difference.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

READY

“I hear that often, and here is what customers find.”

CALM

“That is a fair question.”

STORY

“One customer asked the same.”

CHECK

“Does that help?”

NEXT

“What else is on your mind?”

THANKS

“Thank you.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
List ten objections
DAY 2
Rank by frequency
DAY 3
Write a calm reply for each
DAY 4
Add a story or proof
DAY 5
Practise aloud
DAY 6
Share with your team
DAY 7
Update monthly

Further reading

  • Objections (Jeb Blount)
  • Never Split the Difference (Chris Voss)
  • The Sandler Rules (David Mattson)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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Next lesson: Write Your Own Objection Playbook →

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Turn "No" Into "Not Yet"”

Keep going. Small steps every day make a big change.

← Previous: Pause Before You AnswerNext: Write Your Own Objection Playbook →

  1. An Objection Is Interest in Disguise
  2. The Four Real Reasons for Every Objection
  3. Stay Calm When They Push Back
  4. Do Not Argue, Do Not Defend
  5. Pause Before You Answer
  6. Know the Top Ten Objections Before You Hear Them
  7. Write Your Own Objection Playbook
  8. Too Expensive: What They Really Mean
  9. Compared to What?
  10. Show the Cost of Doing Nothing
  11. Break the Price Into Small Pieces
  12. Explain Value Before Price
  13. Handle "Your Competitor Is Cheaper"
  14. When to Say "We Are Not the Cheapest"
  15. I Need to Think About It
  16. It Is Not the Right Time
  17. Call Me Next Month
  18. Just Send Me Something
  19. I Need to Talk to My Partner
  20. Create Honest Reasons to Act Now
  21. Follow Up Without Nagging
  22. We Have Had a Bad Experience Before
  23. I Am Not Sure It Will Work for Us
  24. We Already Use Someone Else
  25. We Are Happy With What We Have
  26. Reduce Risk With Proof
  27. Offer a Trial, a Pilot or a Guarantee
  28. Let Customers Reassure Customers
  29. Feel, Felt, Found Done Right
  30. Acknowledge, Ask, Answer
  31. Use "Help Me Understand"
  32. Reframe the Concern Kindly
  33. Turn the Objection Into a Question
  34. Know When to Stay Silent
  35. Spot a Real No
  36. Leave the Door Open
  37. Ask What Would Change Their Mind
  38. Learn From Every Lost Deal
  39. Stay in Touch With Lost Leads
  40. Come Back Later With a Fresh Reason
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