In sales, objections are inevitable. Whether it’s “I need to think about it” or “I have to check with my spouse,” handling these objections is crucial to closing deals. Unfortunately, many salespeople approach objections by pushing too hard, which only heightens the client’s uncertainty and creates a wall of resistance that is difficult to overcome.

When prospects voice objections, they’re often expressing doubt or hesitation. It’s not necessarily a rejection but rather a request for reassurance. Mishandling this moment—by becoming too aggressive, defensive, or dismissive—may damage trust and derail the sale entirely. Many salespeople fail at this point because they interpret objections as personal rejections rather than as opportunities to build trust.

One proven approach taught in sales coaching programs is the art of looping prospects back to certainty. This involves creating small agreements that reaffirm their confidence in your solution.

For example, when a prospect expresses a need to consult their spouse, respond empathetically: “Hey Jim, I get it. When I make decisions like this, I like to run things by my wife, too. But let me ask you: You see the value in this solution, right?”

Chances are, Jim will agree, and that’s your cue to reinforce his certainty. By acknowledging his agreement and emphasizing features or benefits that mitigate risk—like a 30-day trial or money-back guarantee—you ease his concerns.

This approach leverages the power of agreement and reassurance. By addressing objections with empathy and guiding the client to envision a positive future outcome, you help them move closer to a decision without pressure. Importantly, this builds trust and positions you as a partner in solving their problem rather than just a salesperson.

Experience Is Key

Like any skill, mastering objections requires practice. Sales training programs provide the language patterns and strategies that make this process feel natural and effective. Over time, you’ll find that building certainty and addressing objections with confidence lead to higher close rates.

Invest in your sales skills today and watch your confidence—and results—soar. Remember, experience is always your best teacher.