In today’s edition, we dive into why salespeople don’t feel confident handling objections and how training yourself like an athlete can turn objections from scary roadblocks into opportunities. Like a fire drill, objection handling is a skill built through repetition and preparation. Let’s explore how to build that confidence and close more deals.

This week's suggested resource: Handling Objections Effectively

Hello Reader,

What would you do if the fire alarm sounded in your office?

Some people freeze. Some panic. Others calmly get up, follow the exit signs, and leave the building. Because they’ve practiced the fire drill so many times, it’s second nature.

This is exactly how objection handling in sales should be.

However, in my experience of working with multiple sales teams through coaching and mentoring. I’ve found that a large number of salespeople struggle to handle objections. They don’t feel confident doing it.

The common difficulties experienced are freezing or stumbling when buyers push back.

The reality is that objections can be nerve-wracking because they’re unpredictable and can feel personal.

Because you’re not just selling a product. You’re navigating someone’s doubts, fears, or resistance.

But here’s the good news: confidence in objection handling isn’t something you’re born with. It’s muscle memory you build through practice.

Why objections feel so hard

When a buyer voices an objection, your brain goes into fight-or-flight mode.

That rush of adrenaline can cause you to fumble your words or respond defensively. You might try to “wing it,” hoping you’ll say the right thing but often that leads to missteps and lost deals.

Just like in a fire drill, the key to staying calm is preparation. When you rehearse your response over and over, your mind stops panicking. You react with confidence because your answers are ingrained.

How to train your brain for objections

1. Identify the top objections you face

Write down the 3 to 5 objections you hear most frequently. For example:

• “It’s too expensive.”
• “We’re happy with our current supplier.”
• “I don’t see the ROI.”

Knowing these in advance lets you prepare thoughtful responses.

2. Craft clear, empathetic responses

Your goal isn’t to “win” the argument but to genuinely address concerns. For example, instead of:

“We have a superior product, that’s why it costs more.”

Say:

“I understand budget is a concern. It’s one that many of our clients shared. I can show you the average amount other clients have invested, and their ROI. Some clients have experienced up to [X] returns. Would you mind if I shared that with you?”

Speak their language. Show you understand their point of view.

3. Role-play regularly

Practice your responses with a colleague, coach, or even in front of a mirror. Make it a habit. The more you do this, the more natural your answers become.

It’s like sports training: athletes don’t wait until game day to learn plays; they drill constantly.

4. Visualise success

Before calls or meetings, anticipate possible objections coming up and see yourself handling them smoothly. This mental rehearsal preps your brain to stay calm in real situations.

5. Reflect and improve

After each call, ask yourself:

• What objections came up?
• How well did I respond?
• What can I do better next time?

Honest self-reflection is the accountability mirror that drives growth.

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Here’s why all this really works

When you train objections like a fire drill:

• You don’t panic, you stay composed.
• You listen actively, which builds trust.
• Your responses feel authentic, not scripted.
• You turn objections into stepping stones rather than stumbling blocks.

Over time, the better you get, the more deals you close. So don’t wait until it’s too late because objections come fast and unexpectedly. And they will always exist.

If you wait until you’re in the heat of a tough call to “figure it out,” it’s already too late.

Start training your objection skills now, like you would a fire drill. It’s not glamorous, but it works.

Here’s your action plan for the week:

• Write down your top 5 objections.
• Draft empathetic responses that address the root concerns.
• Find a partner and role-play objection scenarios.
• Visualise success before your next call.
• After each call, reflect on your objection handling.

Build this into your routine. Over time, objections won’t shake you; they’ll be your opportunity to shine.

Remember, sales success isn’t about luck or talent; it’s about preparation.

Here’s to mastering objections and closing more deals,

James

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