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Objections aren’t rejection — they’re usually a sign of engagement. In this episode, Johnny Lee and Rachael Valtwies reframe objections as opportunities to understand motivation, build value, and move the conversation forward. They cover how to spot the real issue behind surface pushback (“too busy”, “no budget”, “price”), how to reduce tension by getting on the same side as the client, and four practical techniques you can start using immediately.
From first-call “busy” deflections and early price questions to pace mismatches and last-minute negotiations, Johnny and Rachael walk through real examples and show how preparation, presence, and practice change outcomes.
Key Takeaways:
- Objections = engagement People don’t object to things they don’t care about. Treat objections as chances to clarify, add value, and progress.
- Diagnose before you respond Ask: Is it real? What’s the underlying objection? What’s the driver (risk, time, uncertainty, credibility)? Solve the driver, not just the line you heard.
- Mind the stage & pace Early price questions are often premature — build value first. Match the client’s pace; don’t try to close too soon (or too slowly).
- Purpose of the call In prospecting, the first 5–10 seconds are about earning more time, not selling the whole solution.
- Four techniques to use in the moment
- Acknowledge & Explore – make them feel heard, then ask targeted questions to understand impact and cause.
- Acknowledge & Ignore (Redirect) – park premature/low-value objections (e.g., price too early) and continue building value.
- Explore the Opposite – “Let’s assume price is equal — what matters next?” to reset criteria and reduce tension.
- Ask ‘How would you solve it?’ – co-create the next step and bring the buyer to your side.
- Reduce tension; align sides Tension can help — but only if you’re positioned with the client, solving the problem together.
- Practice makes permanent Role play short, focused scenarios (openings, objections, Q&A) weekly. Confidence and clarity in objections come from rehearsal, not hope.
About Psyche of Sales: Snapshots
This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.
