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Sales Skills / Turn “No” Into “Not Yet” / Lesson 07
LESSON 07 · TURN “NO” INTO “NOT YET”

Write Your Own Objection Playbook

Practical ways to write your own objection playbook, a living guide that makes every reply easier.

A playbook is a safety net. Make it yours.

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: A playbook turns fear into confidence
TIP 1

A playbook turns fear into confidence

Writing answers in advance lets you respond calmly instead of improvising under pressure.

TRY THIS
Start a document today.
Photo for the tip: List your most common objections
TIP 2

List your most common objections

Review past calls and notes to find the concerns you hear most.

TRY THIS
Write ten.
Photo for the tip: Write the real reason behind each
TIP 3

Write the real reason behind each

Note what the customer might truly mean beneath the words.

TRY THIS
Add one line each.
Photo for the tip: Draft a short response in your own voice
TIP 4

Draft a short response in your own voice

Use simple language that sounds like you, not like a script.

TRY THIS
Keep it under three sentences.
Photo for the tip: Add a question to each response
TIP 5

Add a question to each response

A good question keeps the conversation open and shows curiosity.

TRY THIS
Pair every answer with one.
Photo for the tip: Include a proof point
TIP 6

Include a proof point

A story, number or guarantee that supports your answer makes it stronger.

TRY THIS
Link to your evidence.
Photo for the tip: Practise aloud
TIP 7

Practise aloud

Saying the lines makes them natural and shows where they sound stiff.

TRY THIS
Rehearse with a colleague.
Photo for the tip: Share and improve with your team
TIP 8

Share and improve with your team

Other people’s best replies enrich your playbook.

TRY THIS
Hold a monthly session.
Photo for the tip: Update after every lost deal
TIP 9

Update after every lost deal

Add new objections and refine old answers as you learn.

TRY THIS
Schedule a quick review.
Photo for the tip: Keep it handy
TIP 10

Keep it handy

A one-page version on your desk or phone helps during live calls.

TRY THIS
Print or save it.

Easy things to say

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

PLAYBOOK

“I keep a page for each objection.”

REPLY

“My calm reply is this.”

PROOF

“My proof is this story.”

QUESTION

“My follow-up question is this.”

UPDATE

“I improve it every month.”

SHARE

“I share it with the team.”

Your first week

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

DAY 1
Create a document
DAY 2
List ten objections
DAY 3
Add reply, question and proof for each
DAY 4
Practise two daily
DAY 5
Update after calls
DAY 6
Share with team
DAY 7
Review 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.

← All Turn "No" Into "Not Yet" lessons
Next lesson: Too Expensive: What They Really Mean →

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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: Know the Top Ten Objections Before You Hear ThemNext: Too Expensive: What They Really Mean →

  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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