How to Handle Objections Without Getting Defensive

Jennifer He
Sep 2
3 min read

Objections sting.

Even seasoned founders and sales professionals feel a punch in the gut when a client says, “It’s too expensive", “We’re going with someone else", "Not right now”...

You’ve done the prep. You believe in what you’re offering.

And when the answer is a no, or even a maybe, it can feel personal, discouraging, even draining.

You’re not alone.

Every entrepreneur has been there. I often remind people including myself not to stay in the negative emotions longer than they should.

Here’s the reframe:

Objections aren’t rejection — they’re requests for clarity.

They’re signals. They’re the start of a real conversation—if you know how to listen for what’s underneath.

In this episode of Roots & Wings, we unpack how to reframe objections and turn them into collaborative moments of alignment, trust-building, and forward motion.

Flip the Script: Closing Deals When Others Walk Away

Why People Don’t Buy

Objections usually mask one of six root issues:

Priority & Timing
“We’re focused on something else right now.” 🔍 Translation: Your offer doesn’t yet connect to what’s urgent on their plate.
Value & Clarity
“It seems like a nice-to-have.” 🔍 Translation: The ROI isn’t obvious. The “before/after” transformation needs to be clearer.
Fit & Capability
“Have you done this for a company like ours?” 🔍 Translation: They’re unsure you understand their specific context or complexity.
Trust & Risk
“What happens if this doesn’t work?” 🔍 Translation: The cost of failure — reputation, time, internal politics — feels too high.
Process & Logistics
“We need to go through procurement.” 🔍 Translation: They’re blocked internally. Help them navigate, don’t bulldoze.
Budget & Price
“It’s too expensive.” 🔍 Translation: Sometimes a constraint, more often a stand-in for unclear ROI, poor timing, or unmitigated risk.

💡 Reframe: Price is rarely the real objection. It’s usually just the loudest one.

Objections vs. Conditions

Not all “no’s” are created equal.

Objection = Something you can address with clarity, de-risking, or reframing.
Condition = A hard constraint (e.g., frozen budgets, contractual exclusivity).

📍 Ask: “Is this a must-have constraint or something we can work through?”

If it’s a condition, set a trigger or time anchor. If it’s an objection, get curious and stay calm.

The Objection Handling Playbook

Here’s our 6-step sequence to turn “not now” into “let’s talk”:

1. Diagnose Before You Defend

“Sounds like timing is the big concern.”
“When you say ‘expensive,’ do you mean upfront cash, lifetime cost, or perceived risk?”

2. Isolate the Real Blocker

“Besides price, is anything else holding this back?”
Stack-rank their concerns before you respond.

3. Reframe to Business Outcomes

Move from features to impact:
“This reduces manual reconciliation by 6 hours a week — freeing up your ops lead for revenue tasks.”

4. De-Risk the Decision

Offer a pilot, not a full commitment.
Provide a “no penalty exit” clause or implementation roadmap.
Clarity reduces fear.

5. Offer Real Choice

Tiered packages. Flexible timing. Budget-phased rollout.
Let them feel control, not pressure.

6. Use Relevant Proof

Reference similar companies, industries, or use cases.
“Another HVAC firm with 12 techs reduced dispatch time by 15% in 6 weeks.”

Scripts You Can Use Right Away

🗣 “It’s too expensive.”

“Compared to what you expected, or compared to the impact? If we can show a path to recover this in 90 days, is that worth exploring?”

🗣 “We already have a vendor.”

“Makes sense. What do you like about them? Where do you wish they were stronger? If we can complement, not replace, would a comparison workshop be helpful?”

🗣 “Send me a proposal.”

“Happy to. To keep it relevant, can we align on metrics and timelines so you don’t have to shop a generic doc internally?”

Final Thought: Objections Are Unmade Decisions

When a prospect raises a concern, they’re not shutting you out — they’re asking for clarity, confidence, or control. The question is: can you meet them there?

Try this simple playbook: