Sales Coach Christine Harrington

Objections Are a Nice Way to Say No… Right?


“Let me think about it.”

“Now’s not the right time.”

“So to have the test done it’s going to cost another $150? I don’t think I really need it”

“Maybe after the first of the year”

“I’ve been with my insurance agent for years.”

“We don’t have it in our budget this year.”

“We’ve decided to stay with our current vendor”

Objections are a nice way to say No..Right?

And I’m sure you could add more to the list of objections you hear everyday. Intelliverse, a sales acceleration vendor said this…

Knowing when to push and when to back off is a hallmark trait of a sales person worth their salt.


But what do objections all have in common? Objections and a No mean the same thing and that is The buyer is uncertain.

Most sales people try to overcome the objection. Why? Because you’ve been taught that for years. I’m suggesting you look at it from a different angle. Instead realize this…

Objections are a nice way to say no. So instead expect the no and plan the yes.

When I finally realized that an objection and no mean the same thing, the selling process became much easier.

Here are 2 tips:

Prepare for the NO.

Why? Because just like you, the buyer has a buying belief system that you must redirect to in order to help the buyer to buy.

Think back to a time when you were the buyer. How many times did you throw out an objection or a no before you finally said yes?

Since childhood, we have been taught to say no to those “evil sales people.” My dad said during my grade school years,

“They’re trying to get my hard earned cash”

when a Texas Instrument broker tried to sell my dad $1.00 stock option. In my high school days, he kicked himself repeatedly, when the price of Texas Instrument stock soared.

LESSON:  Our natural inclination is to say “NO” to anyone trying to sell us something, whether it makes sense or not.

Whether a business purchase or a personal purchase, we all wrestle in our minds when someone is trying to sell us something. So our first reaction is NO.

That’s why I always say…”PREPARE FOR THE NO”

because you’re going to get it either as an objection or as a simple no.

Manage the Objection or NO. Don’t Overcome it.

Just like me, you’ve been taught to “overcome” objections. For years every selling course or book I read talked about overcoming objections. However, objections are just a nice way to say NO. So instead of overcoming a no, manage it.


By realizing that a NO simply means two things:

-it’s an automatic response (remember, we’ve been taught to say “no”)

-the buyer has uncertainty about you, your product or your company.


Celebrate your first objection or no! Now selling really begins!

Take whatever objection the buyer just gave you and drip a benefit that matches his objection. You’re hearing ‘no’ because in the buyer’s mind, he’s really saying “NO”.

Here’s the sequence:

Buyer: “We’ve decided to stay with our current vendor”

(The buyer is saying NO because he is uncertain your company will do as good a job OR moving to your company will cause too much disruption and work)

You: “I hear you. You’ve had a long relationship with your vendor XYZ. Quick question…does our program make sense to you?”

(Hint: You acknowledge his objection by aligning with the buyer, but instead of trying to overcome it by comparing XYZ to your company, redirect his attention to “does our program make sense to you?”)

Buyer: Yes it does

You: “The beauty of our product is”…

resell you

resell your company

then drip a benefit proving it will not cause a disruption to his business.

then ask for the sale by stating how easy it is to get started

You: “It’s a simple process to get started….”

If the buyer gives you another objection, start the sequence over with the new objection.

Align yourself with the buyer’s objection

resell you, your company

resell your product by dripping another benefit that aligns with the objection

then ask for the sale again

CAUTION: Don’t Product Dump (To learn more click here) 

If you tell the buyer ALL your product benefits upfront, you’ve saved nothing to use later when you get the objections.

Usually after three attempts of dripping benefits and asking for the sale, I’ll walk away and know I did my very best to help the buyer.

HOWEVER…if you walk away knowing that someone else could have helped the buyer…then you need to examine your personal beliefs about selling.

In my experience as a sales person AND coaching sales people, if you struggle with the “no’s” and will accept the first no and walk away, then selling makes you uncomfortable and your personal belief about selling is holding you back. If you don’t look at yourself and your limited beliefs about the sales profession then you will unconsciously impose your beliefs onto the buyer.

When you impose your limited selling beliefs unconsciously onto the buyer, you’re not helping the buyer get everything he or she needs to the best of your ability. Instead, you’re deciding what the buyer needs instead of letting the buyer decide!

This is why it’s important to really examine your beliefs about selling, and redirect your own buying beliefs! You can’t help the buyer to the best of your abilities until your beliefs are changed from “selling is evil to selling allows me to help the buyer.”

The Elephant in the Room

Let’s address another elephant in the room. If getting a “no” makes you feel uncomfortable or embarrassed or rejected, then you’re making it all about you. You’ve put too much emphasis on the selling process being comfortable for you than getting outside yourself to help the buyer. This is the difference from a amateur sales person and a sales professional.

A sales professional expects the no and plans for the yes. A sales professional doesn’t take no personally, he see’s it

as an opportunity to help the buyer learn more about how his products and company can better serve the buyer.

I could write a book about this! Oh, wait…I am! It’s called Selling Made Simple. Out soon!

Ok…that was a shameless plug for my book, I’ll admit it.

Leave a Reply