Sales Scripts That Overcome Objections

After coaching the #1 sales reps at companies like Salesforce, HubSpot, and dozens of Fortune 500s…. I've noticed a pattern. Elite performers don't get better at handling objections, → They get better at preventing them. Here's how they handle the 7 most common deal killers. 1. "Your price is too high" This objection means one thing: perceived value < price. Average reps respond by desperately defending their pricing: "Well, we're more expensive because of X, Y, Z..." (creating more resistance). Elite reps prevent this by running a discovery process that quantifies: → True cost of inaction (what happens if they do nothing?) →Opportunity cost (what are they missing out on?) →Potential ROI (10X value compared to price) 2. "I need to think about it" This classic stall tells you nothing about what they're actually considering. Elite reps respond: "I completely understand. To make sure I'm giving you what you need, can you share specifically what you're thinking about?" Then they shut up and listen. The prospect's answer reveals the actual objection that needs addressing. 3. "I need to run this by my CEO first" If this surprises you, you missed uncovering all stakeholders early in your process. Elite reps ask: "If it was only up to you, would you move forward?" If they hesitate, they're not truly sold. If they are convinced, coach them for the conversation: "When you talk to the CEO, what concerns might they have? How will you address those concerns?" This transforms your champion into a prepared advocate who can sell internally for you. 4. "We don't have budget" When prospects truly see 10X value, they find the money. Personal example: When my parents found out I needed surgery for a broken finger as a teenager, they had zero budget for it. But the cost of inaction (permanent damage to my hand) was so high they found thousands of dollars. If your prospect truly believes your solution solves a critical problem, budget objections disappear. 5. "This isn't a priority right now" Average reps can only sell to prospects with active pain. Elite reps transform latent pain into active pain by helping prospects see the true consequences of inaction. If you're consistently hearing "not a priority," you're failing to elevate pain levels in your discovery process. 6. "We're considering Competitor X" Never trash talk competitors. Elite reps ask: "Based on what you've seen so far between us and them, which way are you leaning?" Their answer will reveal exactly what matters most to them and where you need to differentiate. 7. "I need to speak with your customers first" This is an uncertainty objection. Find out what they're really uncertain about: "I appreciate that. When you speak with our customers, what specifically do you want to find out?" Their answer reveals what you missed building confidence around earlier. When you thoroughly uncover pain, quantify impact, and build value upfront, objections rarely surface.

Most reps dread objections.   But objections aren’t rejection. They’re an open door if you know how to walk through it. Early in my career, I had to learn that objections are not final answers. They are invitations to dig deeper. Objection #1: “We already have a provider.” Most reps say: “Got it. Well, let me know if anything changes.” That’s basically saying, “Okay, bye forever.” 📌 Try this instead: “Understood. Out of curiosity, what made you choose them and is there anything you wish they did differently?” ✓ Why it works: You’re not trying to tear down their choice. You’re trying to understand their values and find the cracks. Objection #2: “I’m too busy right now.” Most reps say: “No problem, I’ll follow up later.” Later = never. 📌 Try this instead: “Totally get it—most of the people I speak with are juggling a ton. If you had 10 minutes, what would make it worth your time?” ✓ Why it works: You’re helping them imagine value—not more work. Objection #3: “Just send me something.” Most reps say: “Sure, I’ll email a deck and check back next week!” Translation: I’ll waste time chasing you while you ignore me. 📌 Try this instead: “Happy to—just so I don’t send you stuff you don’t care about, is there anything specific you’d want to see?” ✓ Why it works: You’re qualifying the lead without being pushy. And if they can’t answer? That tells you everything. Objection #4: “I need to check with my team.” Most reps say: “Sounds good! Let me know what they say.” You just handed over all the control. 📌 Try this instead: “Totally—who else needs to weigh in? Would it make sense for us to all jump on a quick call together so we can answer questions at once?” ✓ Why it works: You stay in the conversation and build momentum. You don’t need a script. You need to listen better, think deeper, and lead the call, not chase it. Objections are a chance to prove you’re not just another sales call but someone worth talking to. ► What’s one objection you’re still trying to figure out how to handle?