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🎧 Trench Tips: Master Objection Handling with the ACES Framework

Struggling with sales objections? Whether you are facing cold call rejection or tough customer conversations, it is rarely just your script holding you back. It is how you think.

In this episode, Jack and Zac break down the ACERS framework for handling objections (Accept, Clarify, Explore, Redirection, Summarise) and show you how to strengthen your sales techniques using clear communication skills, effective listening and practical problem-solving.

You will learn:
✅ How to accept objections without resistance and reduce tension in the conversation
✅ Why clarifying objections helps uncover the true reasons behind a ‘no’
✅ How exploration reveals deeper customer needs and hidden opportunities
✅ The importance of summarising to confirm understanding and move towards agreement
✅ How real-world examples and analogies can make objection handling easier to apply

This is ideal for anyone in B2B sales, cold calling or customer relationship management who is ready to stop guessing and start using proven strategies.

👂 Listen like your future targets depend on it.

💬 Find out more about Sales Is Therapy: https://shorturl.at/qZB70

Chapters

• 00:00:00 Introduction and Book Shoutout
• 00:00:41 Explaining the ACERS Framework
• 00:01:44 The Lake Analogy: Understanding Objections
• 00:02:26 Deep Dive: Applying Each Step of ACES
• 00:04:18 Real World Objection Handling Demo
• 00:07:03 Debrief and Key Takeaways