Sales · Lesson 5
Handling objections calmly
An objection is a question in disguise. Understand it before answering.
Objections are normal and often a sign of interest. The common ones: price ('It's too expensive'), timing ('Not now'), trust ('Have you done this before?'), and status quo ('We'll manage ourselves'). Prepare for each.
Use a simple method: Listen fully, Acknowledge ('That's a fair concern'), Explore ('Too expensive compared to what?'), then Respond with evidence or options. Exploring is the key step. 'Too expensive' might mean over budget, unclear value, or a cheaper quote — each needs a different answer.
Never argue or rush to discount. If the price concern is about budget, offer a smaller scope. If it is about value, revisit the cost of the problem. If you cannot resolve it, it may not be the right client.
Example — Hypothetical: exploring price
Client: 'Another firm quoted ₦6m, you're at ₦9m.' You: 'Thanks for telling me. Can we compare what's included?' The other quote excludes planning submission and has one revision. The client sees the real difference.
Try this
Write down the objection you hear most. Draft an 'explore' question and two possible responses.
Reflect
Which objection makes you most uncomfortable — and why?