Objections are an inevitable—and valuable—part of the sales process. Amy Franko explains why it's essential to welcome objections from prospects. Often, objections reflect concerns around value, trust, or priorities. Identifying which category the objection falls into can guide how you respond. In episode #430, Amy offers actionable strategies to help you handle objections with confidence.

Outline of This Episode

• [0:58] Common objections salespeople face
• [3:10] The biggest mistake(s) salespeople make
• [4:31] How to respond to objections
• [7:05] The role of empathy in handling objections
• [9:06] How to handle objections with confidence
• [11:32] Amy’s dos and don’ts for handling objections 
• [15:01] Turning a challenging objection into a sale 

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Salespeople tend to assume that any question a customer asks has the potential to be an objection. But it may simply be a request for clarification or a concern. That being said, Bob Apollo believes that there are four significant categories of objections.

1. The customer doesn’t need what you’re trying to promote 
2. They might need what you’re trying to promote but there’s no urgency to move quickly
3. They’d like to move forward but they can’t afford the cost
4. They haven’t built a relationship of trust with you and aren’t sure they’ll get the outcome they’re looking for

Some level of questions and concerns are natural. If they don’t challenge you, you have to wonder how seriously they’re evaluating it. When objections do arise, how do you handle them? Bob shares his strategy in this episode of Sales Reinvented. 

Outline of This Episode

• [0:46] The most common types of objections
• [2:36] The biggest mistakes people make with objection handling
• [3:36] Bob’s strategy for responding to objections
• [5:15] The role of empathy in handling objections
• [7:06] How to handle objections with confidence
• [10:22] Bob’s top 3 objection handling dos and don’ts
• [12:21] Turning a challenging objection into a successful sale

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In this episode of Sales Reinvented, Brian Ahearn breaks down how to effectively handle objections, with price being the most common. He explains that salespeople must guide comparisons to demonstrate value, making price less of a hurdle. 

Preparation is key—knowing objections in advance and addressing them early builds trust and credibility. Brian shares his “Feel, Felt, Found” technique to handle objections empathetically, using social proof and cognitive triggers to ease resistance. Finally, he recommends a “speed dating” style of role-playing objections to build confidence and sharpen skills through repetition.

Outline of This Episode

• [0:46] The most common types of objections
• [2:35] The biggest mistake (and how to avoid it)
• [4:10] How Brian responds to objections
• [5:43] The role of empathy in objection-handling 
• [8:54] How to handle objections with confidence
• [11:54] Top 3 objection-handling dos and don’ts
• [13:05] Turning an objection into a successful sale

Resources & People Mentioned

• Brian’s TEDx talk about his wife

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We’ve all heard the usual objections—“The price is too high” or “You’re not a good fit for us.” But what about the objections no one talks about? Many deals fall through because prospects perceive real or imagined risk. Others are paralyzed by decision fatigue, overwhelmed by the options in front of them. 

In this episode of Sales Reinvented, you’ll learn how to uncover these hidden barriers, shift objections into conversations, and build trust that leads to yes. Dive into the key insights below, then listen to the full episode to sharpen your sales game!

Outline of This Episode

• [1:12] The most common types of objections
• [3:05] How to overcome prospect overwhelm
• [4:22] The biggest mistakes people make
• [7:45] How Lisa responds to objections
• [9:04] The role of empathy in objection-handling 
• [11:09] How to handle objections with confidence
• [14:10] Top 3 objection-handling dos and don’ts
• [17:00] Turning an objection into a successful sale

Resources & People Mentioned

• B2B Sales Strategy: Avoid Prospect Stalls and Stops

Connect with Lisa Magnuson

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