Handling Objections: The Secret to Closing More Deals

Let’s face it—objections are part of every sales conversation. Whether it’s price, timing, or implementation, you’ll hear some version of “I’m not sure this will work for me.” The question is, how do you handle it?

Most sales reps dive into a defensive pitch or launch into a list of features and benefits.

That approach doesn’t just fail—it pushes prospects further away.

If you’re tired of losing deals over objections, it’s time to rethink your strategy. Your competitive advantage lies in asking better questions, not talking more.

The #1 Mistake Salespeople Make

When faced with objections, most sales representatives fall into a common trap: talking at prospects instead of with them. They think their job is to convince launching into scripted presentations, rapid-fire feature lists, and predetermined value propositions, countering every concern with more information. The result? Prospects tune out, walls go up, and opportunities slip away.

Handling objections is one of the most frequent and critical challenges in sales. Your ability to skillfully navigate objections creates your competitive advantage—the difference between closing the deal or walking away empty-handed.

In sales, it’s natural to want to showcase what we think is essential. But sometimes, the real key to winning business is getting the prospect to reveal their hesitations.

The solution? Get curious.

Let’s use a simple, effective framework to explain this: LAER—Listen, Acknowledge, Explore, Respond.

The Framework That Works: LAER

Effective objection handling doesn’t have to be complicated. The best approach is simple: LAER—Listen, Acknowledge, Explore, Respond.

This framework turns objections into opportunities for deeper conversations. Here’s how it works.

1. Listen

The moment a prospect voices an objection, stop talking. Your first job is to listen—not to respond, not to defend-but to listen.

Make it clear you’re paying attention:

• Maintain eye contact.
• Take notes.
• Let them finish without interrupting.

If the prospect says, “I’m worried about the learning curve for my staff,” resist the urge to jump in with assurances. Instead, give them space to explain.

2. Acknowledge

Acknowledging an objection doesn’t mean agreeing with it but validating their concern. This step shows your prospect that you understand where they’re coming from.

?Here are a few ways to acknowledge objections:

• Confirm Understanding: "Let me ensure I'm hearing you correctly..."
• Show Appreciation: "Thank you for sharing detailed insights about your needs."
• Validate Their Perspective: "I completely understand why you might feel that way."
• Reflect Their Emotions: "It sounds like you're frustrated with the implementation challenges."
• Demonstrate Empathy: "Many of our clients have shared similar concerns before working with us."
• Validate Specific Concerns: "That's a valid concern. Let's unpack that together."
• Recognize Professional Priorities: "I hear you. Efficiency is a big deal for most providers I work with."

Acknowledging their concerns builds trust and keeps the conversation collaborative.

3. Explore

Once you’ve acknowledged the objection, it’s time to dig deeper. Objections are like onions—they have layers. The first concern your prospect shares is rarely the root issue. Your job is to peel back those layers to uncover what’s truly holding them back.

Start by asking thoughtful, open-ended questions. According to a sales effectiveness study by Miller Heiman Group's Sales Performance Research, salespeople who ask open-ended, exploratory questions close 30% more deals than those using traditional pitch methods. Open-ended questions encourage your prospects to expand on their concerns and help you dig deeper into their priorities and fears.

Ask open-ended, thought-provoking questions like:

• "What are three challenges you're currently experiencing with your existing solution?"
• “How does this compare to other options you’ve evaluated?”
• “What would make this the perfect fit for your business/practice?”
• "What would need to change to make this the perfect solution for your team?"
• “What three concerns do you have about rolling this out to your team?”
• “What’s holding you back from moving forward right now?”
• "How do you envision implementing this solution across your practice/business/organization?"

These questions shift the focus back to the prospect, encouraging them to share what’s really on their mind. Often, you’ll find the objection isn’t about price or product—it’s about something more profound, like fear of change or uncertainty about the decision-making process.

?Remember: Objections are rarely about price alone. They often stem from:

• Implementation concerns
• Timing constraints
• Organizational approval processes
• Staff training challenges
• Long-term sustainability questions

4. Respond

Once you understand the true objection, you can respond in a tailored and thoughtful way.

If the concern is about workflow disruption, suggest a phased rollout plan. If they’re worried about cost, break down the return on investment in specific terms. If implementation feels overwhelming, highlight the training and support you’ll provide.

The key is to show that you’re not just selling a product—you’re solving their problem.

Why This Approach Works

A few things happen when you stop trying to convince and start asking better questions. First, you gain clarity on what’s really holding your prospect back. Second, you position yourself as a consultant, not a pushy salesperson.

Most importantly, you show your prospects that their concerns matter. This builds trust, which in turn closes deals.

Turning Objections Into Opportunities

The next time you hear an objection, don’t panic. Take a breath, lean into the conversation, and remember the LAER framework:

• Listen: Fully understand their concern before you respond.
• Acknowledge: Validate their perspective to build trust.
• Explore: Ask thoughtful questions to uncover the root issue.
• Respond: Provide a tailored solution that addresses their specific needs.

Objections aren’t deal-breakers—they’re invitations to learn more about your prospect and show them you’re the right partner for their business. In your next sales conversation, commit to asking three deep, exploratory questions before presenting your solution. Track the difference in engagement and outcomes.

Now it’s your turn: What’s the most challenging objection you’ve faced recently? How could you use this framework to approach it differently? Reflect on it; the next time it comes up, you’ll be ready to turn it into an opportunity.

Learn more about Danielle's consulting services: Click Here

Meet ?? Danielle Cobo, CVP

Danielle doesn't just talk about sales; that's how she made a living. As a Fortune 500 Senior Medical Sales Manager, Danielle led a historically poor-performing team to #1 despite downsizing, restructuring, and acquisitions. Her commendable leadership earned her the prestigious title of Region Manager of the Year. Her resiliency motivated her to earn four consecutive national Sales Excellence Awards for top performance in a male-dominated industry.

With over 15 years of corporate experience in the medical tech and bio-pharmaceutical industry, she knows how to build high-performing teams that increase sales, productivity, and employee retention. Her expertise includes sales, leadership, and career planning. Through keynote speeches, sales boot camps, and one-on-one coaching, she has taught thousands of people how to achieve their goals with unstoppable grit.

Danielle is the best-selling author of Unstoppable Grit: Break Through the 7 Roadblocks Standing Between You and Achieving Your Goals and hosts the globally top-rated podcast, Unstoppable Grit Podcast with Danielle Cobo.

Danielle has a Bachelor’s in Communication with a minor in Psychology from the California State University of Fullerton. She is certified in the Precise Selling Model, DiSC Behavior Model, and Inclusive and Ethical Leadership from the University of South Florida Muma College of Business.

She has completed training in Situational Leadership, Emotional Intelligence 2.0, Crucial Conversations, PowerPerformance Coaching, Boston Breakthrough Leadership, Insight Colors, Outward Mindset, Time Management for Effective Leaders, Emerging Leadership Development Program, and Challenger Sales Model.?

Danielle is a member of the National Speaker Association, a former Training Advisor for the Military Spouse Economic Empowerment Zone Committee, and a Career Transition Advisor for the Dallas Professional Women.

When her husband, a Blackhawk pilot in the Army, was deployed in Iraq for a year, Danielle learned to balance a demanding job while keeping up with her dynamic duo of 1.5-year-old twin boys, who possess more energy than a squirrel after a triple espresso.

Today, she channels her expertise into her passionate mission: igniting transformation in others and helping them develop the grit and resilience to succeed professionally and personally.

From a 7-year-old entrepreneur to a two-time 3-day 60-mile walker—Danielle Cobo defines relentless ambition.

Learn more about Danielle's speaking, training, and consulting services: Click Here