Most business owners crumble the moment they hear an objection. They freeze, panic, or start babbling like a desperate teenager trying to explain why their homework isn’t done (been there)
And that’s why they lose.
Objections aren’t roadblocks—they’re signs of interest. If someone truly wasn’t interested, they’d just say “no” and leave. The fact that they’re giving you an objection means they’re still considering it.
The 4 Types of Objections (and How to Handle Them Like a Pro)
Every objection falls into one of these four categories:
1. “I don’t have the money.”
This is never about money. It’s about value. If they truly believed your offer would solve their problem, they’d find the money. People drop £5,000 on a holiday or designer clothes but hesitate on a course that could make them £50,000.
How to handle it:
Redirect to value → “If money wasn’t an issue, would this be a no-brainer for you?”
Break down ROI → “If this helps you land just one client, it pays for itself.”
Offer options → “We can split this into payments if that makes it easier.”
2. “I need to think about it.”
99% of the time, this is a stalling tactic. It means they’re either unsure or don’t see enough urgency.
How to handle it:
Pinpoint the hesitation → “What specifically do you need to think about?”
Create urgency → “What’s stopping you from solving this problem today?”
Remove risk → “Would a money-back guarantee make this easier?”
3. “I need to ask my partner”
Sometimes this is legit. Most of the time, it’s a way to escape the conversation.
How to handle it:
Pre-frame early → “Who else needs to be involved in this decision?” (before the pitch)
Challenge them → “If they say no, does that mean you don’t believe in this?”
Set up a second call → “Let’s schedule a time for all three of us.”
4. “I’m not sure it will work for me.”
This is a trust issue. Either they don’t trust you, the product, or themselves.
How to handle it:
Show social proof → “Here’s what happened when [similar person] joined.”
Reassure them → “I get it. That’s why we have X guarantee.”
Reverse the risk → “If this doesn’t work, you get X.”
The Secret to Handling Objections Like a Closer
Stay calm. Never get defensive.
Listen deeply. The real objection is often hidden.
Agree first. “I totally understand where you’re coming from.”
Address it head-on. Confidence kills doubt.
You don’t lose deals because of objections. You lose deals because you don’t know how to handle them. Fix that, and your close rate skyrockets.