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
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.
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:
✅ 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.
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.
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And as always —
Happy Selling! 😄