Objections Aren’t Barriers—They’re Clues (Here’s How to Respond Bravely)

This month’s theme is BEING Brave—and each week, we’ll explore a different way to apply that courage in your sales conversations.

This week? BE Brave – and inquisitive. What is the real objection?

Too often, when we hear an objection, we rush to make it go away. We jump in with explanations, defenses, even discounts—before we understand what the objection actually means.

Take “It’s too expensive,” for example. Do you know what they’re really saying?

• Too expensive compared to what?
• Too expensive for what they expected to invest?
• Too expensive based on what they believe it’s worth?

If the money conversation wasn’t explored earlier in Discovery, objections like this feel sudden—and can make us feel unprepared. The instinct is to fix it fast. But true sales bravery means slowing down, staying curious, and asking better questions.

Objections aren’t barriers. They’re clues.
They often reveal something we missed—something we can improve next time. But only if we’re willing to pause, explore, and truly listen.

Action steps for this week:

• When you hear an objection, don’t react—get curious.
• Ask follow-ups like: “Can you help me understand what you’re comparing that to?” or “What did you expect the investment to be?”
• After the call, reflect: Was there a Discovery question that could’ve uncovered this earlier? Add it to your process.

Now, go ask more questions.