Week 8ObjectionsEmpathySales Psychology4 min read

They're Not Attacking You. They're Protecting Themselves.

When you get defensive about objections, you turn a question into a fight. And nobody buys from someone they're fighting with.

Key Insight

"Objections are not obstacles. They're questions in disguise. When you answer the question behind the objection, the objection disappears."

Someone says, 'That's too expensive.' And you immediately feel defensive. Like they're questioning your worth. So you start explaining. Justifying. Defending.

Here's the truth: when you get defensive about objections, you turn a question into a fight. And nobody buys from someone they're fighting with.

Most people treat objections like attacks. But objections are almost never about you. They're about the buyer's fear, uncertainty, or incomplete information. When you understand this, you stop defending and start helping.

Rule 1 — Say 'That Makes Sense' Before You Say Anything Else: When someone raises an objection, your first response should validate them. 'That makes sense — a lot of people feel that way at first.' This disarms the defensiveness on both sides and creates space for a real conversation.

Rule 2 — Ask Questions Before You Answer: 'When you say it's too expensive, can you help me understand what you're comparing it to?' Often the objection is based on a misunderstanding. Asking questions surfaces the real concern.

Rule 3 — Agree with the Objection, Then Reframe: 'You're right, it is a significant investment. The question is whether the return justifies it. Let me show you what our clients typically see...' You're not fighting the objection. You're walking through it together.

The Sales Personality insight: The objection is rarely the real objection. Keep asking 'what else?' until you find the actual concern. That's the one worth addressing.