Why this matters
Objections aren't attacks; they're the predictable last mile of most sales. "Too expensive," "bad timing," and "I need to think about it" will keep coming up. Improvising under pressure produces rambling or panic discounts. Scripted, honest answers keep you calm and the deal alive.
What "done" looks like
- A written list of the five objections you hear or expect most
- One honest, two-to-three-sentence answer per objection, rehearsed out loud
- Each answer ends by handing the conversation back to the prospect
- You know which objections mean the honest answer is "we're not a fit"
How to do it
- List the big three first — price, timing, "need to think" — then add two specific to your product.
- Write an honest answer for each: acknowledge, respond with substance, ask a question back.
- Handle price with value, not discounts: restate what the problem costs them; if you must flex, trade scope or terms instead of just cutting.
- Unpack "I need to think about it" with "What part would you like to think over?" — it usually masks price, authority, or trust.
- Rehearse aloud until answers sound like conversation, then update the list after any pitch that surprises you.
Common mistakes
- Arguing — winning the debate and losing the sale
- Discounting at the first mention of price, which trains buyers to push
- Reciting a memorized answer to an objection the prospect didn't actually raise
Real-world examples
- Apple's leaked 2012 Genius training manual taught the "Feel, Felt, Found" pattern for customer concerns — empathize, relate, share what others found — including a scripted response to "This Mac is just too expensive."
- Many sales teams keep an objection log — real objections and best-known answers, updated after every lost deal.
From a founder's point of view
An objection means the prospect is still engaged — people who have decided "no" rarely bother arguing about price. Preparing answers isn't about being slick; it's about staying calm enough to stay honest.
Rule of thumb
If the same objection can surprise you twice, you didn't prepare — every repeat objection deserves a written answer.