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Salespeople are constantly asking me how they should handle this objection or that objection when they sell. I’ve found that the 5 most common objections in sales are the following:

1. Your price is too high
2. This just isn’t the right time
3. I really need to think this over
4. I don’t have the budget for this
5. I can get a better price from your competitor

When it comes to dealing with any of these objections from your prospects, there’s really only one way to handle the situation. You’re probably not going to like what I’m about to tell you…but it’s still unquestionably the single best way to handle any of these common objections.

So fasten your seatbelts and get ready to change the way you think about objections. In this video, I’m going to show you the #1 way to handle the 5 most common objections.

1. Avoid hearing those objections in the first place.

The number one way to handle these objections is to avoid them in the first place by helping your prospects articulate the value of solving their challenges. When you accomplish this, you avoid most of those objections from ever being said. So this means doing the following: First, get your prospects’ challenges on the table. Ask questions to help your prospects articulate what’s holding them back from optimal success in relation to whatever it is you sell. That means if you sell things for operations or marketing or sales or finance or data—or whatever—you want to find out what challenges they’re having with regards to that space. Be sure to help the prospect clarify those top three issues, fully understanding what they are, and how they affect the organization and the individual.

2. Ask what it would mean in dollars if they were able to solve those challenges.

My challenge to you is this: Get big numbers! Don't settle for little, dinky numbers when you ask your prospects this question. Really dig into it, and be sure to include things like the opportunity cost of what they're losing right now as a result of not fixing those challenges. I hope you can see how this approach helps the prospect articulate the value of your solution, without ever talking about your features or benefits.

3. Don’t accept the first number you hear.

This is where you want to really push your prospects so they fully understand the opportunity cost of not working with you, although you would never put it that way. You do this by asking questions. Ultimately, the cost of their challenges should be at least 10 times the cost of your solution. If you can't get to that ratio, you're going to be in trouble when it comes to presentation time, and you're likely to start to get some of those objections. So this is the step to really hang in on until you've helped the prospect actually articulate that lost opportunity. If you did this step correctly, you're going to dramatically avoid the vast majority of the objections that we talked about in the first place.

4. Reference back to the dollar value.

Now that you've created value and gotten numbers around it, you have to reference back to the dollar value. If your prospect is still saying, "Your price is too high," now you respond with, "Well, help me understand why you say that." You really want to get a clear sense of why the prospect is actually pushing back. Don't assume that you know why. Then, once you really understand, reference back to the cost of the challenges that they mentioned. Say something like, "You know, you mentioned that the cost of this challenge was in that $5 million range. Is that still true?" The prospect will say, "Yes." Your response is, "What do you think is a reasonable budget to fix a $5 million problem? Help me understand what I might have missed."

Let’s say you're still not getting on the same page with price. Then you might say something like, "Well, in order to really solve this issue, the type of budget you would need is X. That being the case, is this conversation over?" Now, I know some people are saying, "Whoa. That's pretty aggressive. That's pretty tough." Well, you've got to be tough with prospects when you're getting price issues. You don't have to be difficult, and you can do it in a gentle way. You can use tough love, but you really have to hang in there.

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