Most reps hear objections and freeze.

But the top 1%? They lean in.

In this episode, Sam breaks down why objections are not deal-killers—they’re buying signals in disguise. And more importantly, he shares 3 battle-tested, psychology-backed objection-handling tactics that elite sellers are using in 2025 to turn “maybe” into momentum.

🔥 What You’ll Learn:

• Why most objection responses fall flat (and how to fix yours)

• How to Label emotions like an FBI negotiator (yes, really)

• What the JOLT framework teaches us about indecision paralysis

• How the LAER method turns “this is expensive” into “let’s go”

• How to reframe risk, restore confidence, and re-open stalled deals

🧠 Featured Frameworks & Playbooks

1. Labeling – from Never Split the Difference by Chris Voss

   Instead of responding to objections, label the emotion behind them:

• “It sounds like…”

• “It seems like…”

• “It looks like…”

✅ Why it works: It disarms resistance and helps the buyer feel understood—fast.

Example:

Prospect says, “We don’t have bandwidth right now.”

You say: “It sounds like your team is stretched thin and adding anything new feels risky.”

💡 Result: You surface the real objection, not just the surface excuse.

1. JOLT – from The JOLT Effect by Matt Dixon & Ted McKenna

   Buyers today aren’t saying no—they’re stuck in indecision. JOLT helps sellers guide them through:

• Justify the pain of staying the same

• Offer a recommendation

• Limit the exploration

• Take risk off the table

✅ Why it works: Buyers don’t need more options. They need clarity and confidence.

Example:

“We’re still evaluating.”

→ “If I were you, I’d start with our Tier 2 rollout. We’ve seen great results with others like you, and there’s a 3-month opt-out if it’s not a fit.”

💡 Result: Less fear, more forward motion.

1. LAER – from Carew International (Used by SAP, HubSpot & more)

   The simplest, most overlooked framework:

• Listen

• Acknowledge

• Explore

• Respond

✅ Why it works: It stops sellers from jumping in too fast and missing the real problem.

Example:

Prospect: “Your solution is expensive.”

You: “I appreciate your honesty. What are you comparing us to?”

Prospect: “Vendor X is 20% cheaper.”

You: “Totally fair. Let me show how our automation saves 30+ hours a month—that ROI often outweighs price difference.”

💡 Result: The conversation moves from cost to value.

📊 Real Data to Back It All Up:

• Top reps ask 2.6x more clarifying questions after objections (Gong, 2024)

• 78% of buyers are more likely to purchase when they feel heard and understood (Salesforce, 2023)

• Buyers are 4x more likely to trust reps who share peer-based insights and stories (LinkedIn B2B Buyer Report)

🎯 Bottom Line:

Objections aren’t dead ends. They’re doorways.

If you slow down, show empathy, and guide the buyer—you win.

💬 Love this episode?

Tag Sam on LinkedIn with your favorite takeaway or objection-handling story. Let’s build a sales community that’s confident, curious, and always closing the right way.

🔁 Share with your team.

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And as always —

Happy Selling! 😄