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Why You Should Start Reversing Objections

Reversing objections is counter-intuitive, highly effective, and requires superior preparation and courage. You must consider the response that requires the most confidence, preparation, quick-thinking, understanding, and sales talent.

What Is The Best Way to Handle Objections?

It easily numbers among the top three questions asked regardless of audience. It’s asked by CEOs and salespeople alike and it is borne of the frustration of (ostensibly) making a good presentation but still hitting the brick wall.

The single BEST way to handle objections is not to create them in the first place.

Preemptively answering the four questions most prospects have in the back of their minds during the course of the presentation is critical.

The 4 Questions On Every Prospect’s Mind

  1. Will your product do what you claim it will do?
  2. Am I justified in paying the price you’re asking me to pay?
  3. Am I justified in buying it right now?
  4. You’re paid to tell me nice things about your product. Who says so besides you?

If Preparation Doesn’t Prevent Objections, Do The Unexpected

If doing this, for whatever reason, falls short and an objection surfaces, consider the response that requires the most confidence, preparation, quick-thinking, understanding, and sales talent:

“That is exactly the reason why you should go with [this solution/our company/this timeframe].”

Do not be put off by the deafening silence and/or the incredulity forming on prospect faces. It’s normal because this answer is completely unexpected, and for that same reason, much more powerful.

It exudes a tremendous amount of confidence because you are flying directly into the storm. You are, with precision and logic, using the prospect’s own argument to reinforce the reasons for them to buy.

If your answer is well-reasoned, well-articulated, AND the objection was real to begin with, you will have put to bed the concern that the prospect has in buying. The logic is unescapable.

3 Bold Ways to Reverse Objections

“Your price is higher than your competitors!” 

[Is it worth the price you’re asking me to pay?]

That’s exactly why this solution makes sense for you. We build the installation costs into the product so that you’re not surprised later on. This means…

“Your company screwed-up royally last time we dealt with you.” 

[Will your product do what you say it will do?]

That is exactly the reason why you should use us. When we realized how poorly we managed that situation and how unhappy you were, it forced us to deeply examine our process and improve it. So now…

“We have been using the same vendor for the past two years.” 

[Am I justified in making the change and buying right now?]

That is exactly the reason you’ll want to test us. At some point in the future the excellent delivery that you’ve been getting from your current vendor is going to be disrupted; probably through no fault of their own. At that point, you’ll need a proven back-up vendor to avoid a plant slow down and you won’t want to start on the fly.

Be Honest And Be Prepared

Keep in mind that the answer must be completely true and accurate. If, as in the example above, the company re-engineered the process because of customers’ past poor experiences—feel free. If not, you cannot honestly and legitimately say so. If you do it anyway, you’ll proceed down an ugly path.

Reversing objections is counter-intuitive, highly effective, and requires superior preparation and courage.

And that’s exactly the reason you should use it.


For as long as buyers have been saying no, salespeople have yearned for the secrets to getting past those NOs. The Objections Book Club Guide will give you and your team the tools to become rejection proof and get to YES.

About the author

Patrick Morin

Patrick Morin

Patrick Morin is the president and COO of BrightHammer, LLC, a venture management firm…

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